Transcript ARA ABC Presentation 24 Feb 2011

Presentation to the ABC business
breakfast
Cape Town
24 February 2011
Agenda
Global Developments
Local Developments
The ARA
Will an advertising ban reduce abuse?
Global Developments
• World Health Assembly 2008
• Resolution WHA 61.4 (“the most significant review of
alcohol policy in 25 years”)
WHO Global Strategy development
• Web based consultation October/November 2008
• Meeting with economic operators (including the ARA)
November 2008
• Strategy and Resolution EB126.R11 agreed by World
Health Assembly in May 2010
• AFRO plan for increased tax and marketing
restrictions
• Report back on progress in 2013
Global Strategy
May 2010
Policy options and interventions in ten areas
1. Leadership, awareness and commitment
2. Health services’ response
3. Community action
4. Drink-driving policies and countermeasures
5. Availability of alcohol
6. Marketing of alcohol beverages
7. Pricing policies
8. Reducing the negative consequences of drinking and alcohol
intoxication
9. Reducing the public health impact of illicit alcohol and informally
produced alcohol
10. Monitoring and surveillance
Marketing options
1) Setting up regulatory or co-regulatory frameworks, preferably with
a legislative basis, and supported when appropriate by selfregulatory measures, for alcohol marketing by:
• Regulating the content and the volume of marketing
• Regulating direct or indirect marketing in certain or all media
• Regulating sponsorship activities
• Restricting or banning promotions in connection with activities
targeting young people
• Regulating new forms of alcohol marketing techniques, for
instance social media
2) Development by public agencies or independent bodies of
effective systems of marketing of alcohol products
3) Setting up effective administrative and deterrence systems for
infringements on marketing restrictions.
Industry commentary
• Accepted but ….
• Some elements of concern on language remain: e.g.
reference to a “precautionary approach” (rather than
“evidence- based” approach) to protecting young
people from marketing;
AFRO Strategy August 2010
Regulating alcohol marketing. There is a need to
regulate the content and scale of alcohol
marketing and the promotion of alcoholic beverages,
in particular sponsorship, product placement, as
well as internet and promotional merchandising
strategies. Public agencies or independent bodies
should closely monitor the marketing of alcohol
products. Effective systems of deterrence should be
put in place and enforced.
WHO Global Status Report 2011
•
4% of all deaths alcohol related
•
‘Binge drinking, which often leads to risky
behaviour, is now prevalent in Brazil,
Kazakhstan, Mexico, Russia, South Africa and
Ukraine, and rising elsewhere, according to the
WHO’.
Local Developments
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Health messages on labels – new concerns DoH
Alcohol issue politicised
De Lille call for total advertising ban
W. Cape Liquor Act and City of Cape Town by-law; reduced
availability; proposed levy
Gauteng and Limpopo to follow
Dept Transport proposal for outdoor advertising ban
Proposed surcharge on alcohol for Road Accident Fund
DTI research into advertising and recommendations
DTI commissioned baseline research into liquor industry
Minister of Finance’s statement regarding increasing the bands for
excise
Minister of Health’s campaign (advertising bans and Sunday
availability)
Soul City – ad ban, higher taxes, limited trading, sponsorship ban
AA ad ban and BAC level to 0,02%
IMC on Substance Abuse; advertising ban, no new licences and 0%
BAC level
Zuma statement
Industry behaviour responsible but…
Local Developments
• Media
– 900 plus Newsclip emails in ten days
– 15 plus interviews
• IMC announcement
• De Lille
• Cape Town bylaw
• Drunk driving
• Plett rage et al
• Kruger considers alcohol ban
• First day at school; SADTU recommends ad ban
‘Hunters refreshes like nothing at school’
The Industry Association for Responsible
Alcohol Use (ARA)
• Established by the major manufacturers in 1989
• Current full members: SAB, SALBA (Distell,
Brandhouse, KWV, DGB etc) VinPro, Wine Cellars SA
• Associate members (e.g. TOPS, Makro, Diamond
Liquors) over 100 in total and growing
• Registered with the Department of Social
Development as a NPO
ARA Mission
To reduce alcohol-related harm
through
combating the misuse and abuse of alcohol
beverages, and
promoting only their responsible use.
ARA Focus Areas
• Effective self-regulation by member companies, and other alcohol beverage
manufacturers, distributors and retailers
• Partnerships - with government, public health bodies and other
relevant stakeholders to combat misuse and abuse
• Education - on the nature and risks of alcohol misuse and abuse,
and on the responsible use of alcohol beverages
Effective Self-regulation
Codes of Practice:
– ARA Commercial Communications Code (CCC)
(includes advertising, promotions, packaging,
digital and media rules)
– Advertising Standards Authority Code (based on
ARA CCC)
– Code of Conduct for all ARA members presented
to Minister of Trade and Industry for endorsement
in accordance with the Liquor Act of 2003
Why the Code?
• Because we wish to make it absolutely clear that we do not
encourage irresponsible drinking (which includes excessive
consumption, drinking and driving, and underage drinking).
• Adherence to our Code and compliance system is also a way to
reassure society of our objective – to responsibly market our
products to adult consumers not at risk, who have chosen to
consume alcohol beverages. Effective self-regulation is
essential to our partnership with governments and to
maintaining the public’s trust.
• An effective alcohol policy should include both government
regulation and industry self-regulation. We support a welldefined governmental statutory and regulatory framework that
reflects this balance. Effective industry self-regulation can help
bridge the gap where government regulation does not fit
Scope of the Code
Mandatory for all ARA members
All forms of commercial communication
Applies over and above existing regulatory and self-regulatory
requirements
Covers both explicit imagery and implied associations
Activities must be in keeping with both the letter and the spirit of the
Code
Applies equally to non-alcoholic products and brand variants
Will an advertising ban reduce abuse?
• Industry/ARA supports any effective means of reducing alcoholrelated harm/alcohol abuse
• There is no definitive evidence of a causal link between
advertising and abuse, therefore a ban would be ineffective
• Alcohol abuse is a multi-faceted problem that requires a holistic
solution, there is no ‘silver bullet’
• An advertising ban will have negative consequences:
– Job losses in the media
– Removal of consumer choice which will unfairly impact the
responsible majority
– Freeze market share which will prevent new entrants to the
market
• The banning of cigarette advertising has not had the effect
hoped for as a recent report pointed out that when one adds the
cigarettes illegally smuggled into the country, there has not been
any change in the number of cigarettes smoked
But where to from here?
• Likelihood of restrictions
• Is there a better way to reduce abuse?
The ARA view
• The ARA believes that it is extremely important to
resist the temptation to try and find simple solutions
to the complex problems of alcohol misuse and
abuse
• In our view, no single action is likely to reduce alcohol
problems and a mix of self-regulation, enforcement of
existing laws governing sale and consumption,
awareness creation, and targeted interventions
combined with individuals taking personal
responsibility for their drinking choices, is the most
appropriate response.
Awareness creation
Thank you