Transcript Impact of alcohol marketing on young people`s drinking

The Impact of Alcohol Marketing on
Young People’s Drinking
Gerard Hastings
Brussels
21st June 2011
ISM Institute for Social Marketing
Structure
1. The nature of marketing
2. The influence on young people
3. Bailing with a sieve: why content
controls don’t work
4. Conclusion: the need control the
amount of alcohol advertising
What is marketing?
mass media
advertising
billboards press
television
What is marketing
other marketing
communications
point of
free
sale mass media samples
advertising
brand
internet billboards press stretching
television
product
sponsorplacement
ship
packaging
What is marketing
consumer
marketing
other marketing
communications
point of
free
sale mass media samples
advertising
product
brand
price
design internet television press stretching
billboards
product
sponsorplacement
ship
packaging
distribution
What is marketing
stakeholder
marketing
corporate
affairs
consumer
marketing
health
warnings
other marketing
communications
point of
free
sale mass media samples
advertising
product
brand
price
design internet television press stretching
billboards
product
sponsorplacement
media
ship
packaging
knowComp
how
analysis
distribution
corporate
social
responsibility
What is marketing?
The processes business uses to encourage
consumption of its products
Multifaceted
Driven by consumer research: exchange;
targeting
Strategic and long term – relationships not just
transactions
Seeking to influence the behaviour of
customers, stakeholders even competitors
Structure
1. The nature of marketing
2. The influence on young people
3. Bailing with a sieve: why content
controls don’t work
4. Conclusion: the need control the
amount of alcohol advertising
The effects of alcohol marketing
Snyder et al (2005)
Saffer& Dave (2006)
mass media
advertising
Pasch et al (2007)
billboards press
television
Stacey et al (2004)
Ellickson et al (2005)
Collins et al (2007)
The effects of alcohol marketing
Collins et al (2007)
Ellickson et al (2004)
Hurtz et al (2007)
other marketing
communications
point of
price
sale mass media promotions
advertising
internet
pack
design
cinema press
billboards
sponsorbranding
ship
merchandising
Henriksen et al (2008)
McClure et al (2006)
The effects of alcohol marketing
other marketing
communications
point of
price
sale mass media promotions
advertising
internet
pack
design
cinema press
billboards
sponsorbranding
ship
merchandising
Cumulative impact: these communications are
designed to reinforce and support one another
ISM Institute for Social Marketing
Longitudinal research study
•
Used a cohort design to investigate the impact
of alcohol marketing
•
Random sample of 1000 13 year olds followed
up at 15; asked about drinking and marketing
In-home interviews, plus self completion for the
sensitive information (eg on drinking)
•
Funded under the National Prevention
Research Initiative (consortium funding led by
the Medical Research Council)
Study results
a. Alcohol promotion is astonishingly
ubiquitous
b. It is influencing young people’s
drinking behaviour
Types of advertising seen
Sample size
TV/Cinema
Sports Sponsorship
Clothing (sports tops)
Music Sponsorship
Sponsorship of TV & Film
Social networking sites
Mobile communications
Websites
Any channel
Number of channels
13 year olds
15 year olds
(2006)
(2008)
920
636
%
77
%
76
61
66
34
30
76
73
46
32
12
24
14
96
5.5
*34
*21
*7
97
6.0
* Note: question wording varied between stages
Types of advertising seen
13 year olds
15 year olds
(2006)
(2008)
920
636
%
%
TV/Cinema
Sports Sponsorship
Clothing (sports tops)
Music Sponsorship
77
61
66
34
76
76
73
46
Sponsorship of TV & Film
Social networking sites
Mobile communications
30
12
24
32
*34
*21
Websites
14
*7
Any channel
Number of channels
96
5.5
97
6.0
Sample size
* Note: question wording varied between stages
Football Sponsorship
Electronic Gig Guide
Merchandise
Venues
Mass Media
Advertising
Festival Sponsorship
Young
person
Texting
Electronic Gadgets
Competitions
Websites
POS
Social Networking Sites
Effects
After controlling for confounding variables significant
associations emerged between awareness,
appreciation and involvement with alcohol marketing
at Stage 1 (aged 13) with drinking behaviour at
Stage 2 (aged 15):
- earlier age of uptake of drinking
- amount consumed
Gordon, MacKintosh and Moodie (2010) The impact of alcohol marketing on youth
drinking behaviour: A two-stage cohort study Alcohol and Alcoholism
Reviews and assimilations of the
total evidence base
“it is undeniable that alcohol advertising acts as an
encouragement to consumption”
(European Court of Justice ruling – C152/78 (2002)
Evidence statement 5: There is conclusive evidence of a
small but consistent association of advertising with
consumption at a population level. There is also evidence of
small but consistent effects of advertising on consumption
of alcohol by young people at an individual level.
(UK Government Review (2008)
“alcohol advertising increases both the uptake of
drinking and consumption in young people”
(Science Committee of the EU Commission Alcohol Forum 2009)
“Longitudinal studies consistently suggest that exposure to
media and commercial communications on alcohol is associated
with the likelihood that adolescents will start to drink alcohol, and
with increased drinking amongst baseline drinkers.”
Alcohol and Alcoholism 2009
These effects are completely predictable
Marketing effects on child behaviour
have also been established for:
• tobacco (NCI, 2009)
• energy dense food
(WHO, 2006)
Why would economic operators spend
so much money on alcohol marketing*
if it didn’t increase sales?
* e.g. £800m a year in the UK (Cabinet Office)
Alcohol industry denials of effects are
equally predictable
The tobacco industry has done the same for
decades
What is marketing
And remember….
other marketing
communications
point of
free
sale mass media samples
advertising
brand
internet billboards press stretching
television
product
sponsorplacement
ship
packaging
What is marketing
consumer
marketing
other marketing
communications
point of
free
sale mass media samples
product
design
this is
nested
within abrand
advertising
internet television press stretching
complete
marketing
billboards
sponsor-strategyproduct
ship
placement
packaging
distribution
price
What is marketing
stakeholder
marketing
consumer
marketing
corporate
affairs
health
warnings
other marketing
communications
point of
free
sale mass media samples
product
design
this is
nested
within abrand
advertising
internet television press stretching
complete
marketing
billboards
sponsor-strategyproduct
ship
Comp
analysis
placement
packaging
distribution
corporate
social
responsibility
price
media
knowhow
Structure
1. The nature of marketing
2. The influence on young people
3. Bailing with a sieve: why content
controls don’t work
4. Conclusion: the need control the
amount of alcohol advertising
Two examples
1. Carling ‘Belong’
2. Sports sponsorship
Category Insight
To own sociability
is to dominate
the booze
market
Brand Insight
Carling is Britain’s
most sociable,
most
sessionable
pint
Consumer Insight
Young drinkers
live, think and
drink together
in packs
When I Becomes We
Invite the Individual Into The Group
Strategic Idea
Join Us
Carling celebrates,initiates and promotes
the togetherness of the pack, their
passions and their pint
Beer drinking is not about hops and
flavour, its about mates and friendship
Forget facts and statistics this is hopes
and dreams territory
Hints, nudges, associations and
images
Branding
Beer drinking is not about hops and
flavour, its about mates and friendship
Forget facts and statistics this is hopes
and dreams territory
Hints, nudges, associations and
images
Branding
But for Carling there is a problem
The self-regulatory codes state that
alcohol can not be linked to the social
acceptance or the social success of
individuals, events or occasions. More
specifically, advertisements must not
imply that drinking can enhance an
individual’s popularity, confidence, mood,
physical performance, personal qualities,
attractiveness, sexual or social success.
The magic of branding provides an
enchanted solution…
How alcohol producers see music and
sport sponsorship:
How alcohol producers see music and
sport sponsorship:
“celebrates and accentuates the camaraderie of
football fans by celebrating the glorious highs
and lows of being a fan”
“Ultimately, the band are the heroes at the venue
and [producer] should use them to ‘piggy back’
and engage customers [sic] emotions”
“[it will] Build the image of the brand and recruit
young male drinkers”
“They [young men] think about 4 things, we brew 1
and sponsor 2 of them”
It is impossible to regulate the content of such
subtle and insidious communications
The only solution is to regulate the existence
of them – as with the Loi Evin in France
Structure
1. The nature of marketing
2. The influence on young people
3. Bailing with a sieve: why content
controls don’t work
4. Conclusion: the need control the
amount of alcohol advertising
Conclusion
1. The marketing of alcohol does influence young
people to drink more and sooner
2. Effects are well established and widely
recognised (except by industry)
3. The question is no longer whether action is
needed, but what action
4. The subtleties of marketing techniques like
branding and sponsorship defy content
regulation
Conclusion
The only solution is to
control the existence of
such alcohol marketing