Marketing of Alcohol

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Transcript Marketing of Alcohol

Trends in alcohol marketing
• New products
• Digital marketing
• Alcohol as a health food
• Stakeholder marketing
“Stakeholder marketing”:
Social Aspects Organizations
• Growing trend internationally
• Another form of marketing…
• According to ICAP, there are more than 30
of these throughout the world.
• Exist at global level (ICAP, Global
Producers Group), as well as national
Stakeholder marketing – sowing
more confusion
• ICAP Reports
• Alcohol and pregnancy
– “…many feel that there is insufficient evidence
regarding moderate consumption of alcohol during
pregnancy and the effect it may have on a developing
• ICAP and Philip Morris (1996)
– “Miller’s involvement is the latest initiative in
management of worldwide issues, and
assisting our sales and marketing group in an
increasingly competitive marketplace.” (1996
CEO issues book)
Trade agreements – another
potential barrier
• WTO enforces 18 agreements
• GATS could undercut national ability to
limit outlets
• TRIPs regards advertising content as
“intellectual property” and could limit ability
to regulate it
• TRIMs, NAFTA – outlaw anything that
restricts investors ability to profit from
Public health recommendations
• Exposure:
– Increased exposure leads to early
onset, heavier drinking
– Early onset predicts later problem
– Stronger standards needed to reduce
youth exposure to alcohol marketing
– Greater monitoring and control needed
over digital marketing
WHO Global Strategy
• (a) setting up regulatory or co-regulatory frameworks,
preferably with a legislative basis, and supported when
appropriate by self-regulatory measures, for alcohol
marketing by:
– (i) regulating the content and the volume of marketing;
– (ii) regulating direct or indirect marketing in certain or all media;
– (iii) regulating sponsorship activities that promote alcoholic
– (iv) restricting or banning promotions in connection with activities
targeting young people;
– (v) regulating new forms of alcohol marketing techniques, for
instance social media;
WHO Global Strategy
• (b) development by public agencies or
independent bodies of effective systems of
surveillance of marketing of alcohol products;
• (c) setting up effective administrative and
deterrence systems for infringements on
marketing restrictions.
Public health recommendations
• Content
– Alcohol is NOT a health food
– Alcohol’s health “story” is complex –
marketing cannot simplify this into the
message alcohol is:
• Good for you
• Part of being “fit”
• Helpful in losing weight
– Alcohol marketing will never tell the negative
side of the story, and will never “sell” light
Marketing regulations:
bucking the trend
• France
– No advertising is allowed on television or in
– No sponsorship of cultural or sport events is
– The law has been upheld by the European
Court of Justice
Marketing regulations:
bucking the trend
• Thailand
– New Alcoholic Beverage Control Act passed
in 2008
• Prohibits sales of alcoholic beverages to anyone under 20
• Bans consumption or sale of alcohol on government
premises, schools, hospitals, petrol stations, parks
• Bans alcohol advertising that in any way includes pictures of
a product or encourages drinking – leaves only “corporate”
advertisement and advertising originating outside of Thailand
Thank you!
Alcohol is
not a sports
Thank you!