Transcript Anouk - FASE - European Alcohol Policy Alliance

Focus on Alcohol Safe Environment:
Topics:
-Alcohol at the workplace
-Safe Drinking Environments
-Alcohol advertising
Co-funded project by EC;
Partners in the project:
What theory tells us about effective
alcohol marketing regulations
Anouk van den Broeck
FASE – Focus on Alcohol Safe Environments
Alcohol and the
workplace
Safe drinking
environments
Alcohol marketing
regulations
To reduces the harm
done by alcohol to
the economy
To create safer
drinking
environments
To reduce the
harmful influences
of alcohol marketing
on youngsters
German Centre for
Addiction Issues
(DHS)
LJMU (Liverpool
John Moores
University)
Dutch institute for
alcohol policy (STAP)
Project process (1) literature study
Results of literature
searches in search
engines
n=7,634
Results of literature
searches on relevant
websites
Search in reference lists
of articles
n=28
n=38
Excluded/duplicates
after checking title and
abstract
Close reading
n=7,412
n=288
Not available
N=19
Relevant for inclusion in
text
n=110
Publication in
peer reviewed
journal
Publication by
scholar not in
peer reviewed
journal
n=55
Publication by
government
organization
n=14
n=23
Publication by
non-economic
NGO n=9
Publication by
economic
operator n=9
Project process (1) literature study
• Aim: To provide a tool to examine the alcohol marketing
regulation’s potential effectiveness. The expected influence
on drinking behaviour of children and adolescents is crucial
here.
• Inventory on alcohol marketing regulations in 23 EU countries
following the framework
• Selection of case studies as examples for effective alcohol
marketing regulations in Denmark, Italy, Poland, UK, the
Netherlands and Norway
Effective
content
restrictions
Effective
alcohol
marketing
regulations
Effective
regulatory
system
Effective
volume
restrictions
Effective content restrictions
1. Content restrictions should address all elements that have
shown to be appealing to young people (e.g. lifestyle
images, humour).
2. Content restrictions should limit advertisements that
young people find appealing even if these are not
specifically targeting minors or are specifically appealing
to minors (but to adults as well).
3. Alcohol advertisements should be evaluated according to
young people’s interpretation and not according to the
intention of the advertiser.
Comprehensive content restrictions:
an example from France
• Instead of describing what cannot be shown in an alcohol
advertisement, the French ‘Loi Evin’ (code of public health)
stipulates what is allowed:
“The authorized advertising for alcoholic beverages is limited to the
indication of the degree of alcohol by volume, origin and name of
the product, name and address of manufacturer, agents and
custodians and the method of production, terms of sale and
consumption mode of the product”.
Effective volume restrictions:
1. The bans proposed are not merely symbolic policies but
contribute substantially to the total volume of alcohol
advertising to which adolescents are exposed;
2. No significant substitution effects arise.
Comprehensive volume restrictions:
an example from Norway
• “Advertising of alcoholic beverages shall be prohibited.(...) Alcohol
advertisement means any form of mass communication for the
purpose of marketing, including advertisements in printed matter,
films, radio, television, telephone networks, data networks,
illuminated advertisements, hoardings, sign boards and similar
devices, depictions, exhibitions and the like, distribution of printed
matter, trade samples etc.”
Time and beverage restrictions:
examples from Italy and Poland
• Italy: “between 4 p.m. and 7 p.m., it has to be avoided
advertising of all alcoholic beverages within programmes
specifically targeting minors and during commercial breaks
immediately before and after the programmes themselves”.
• Poland: “advertisement and promotion in the territory of the
country of any alcoholic beverage shall be prohibited, except
for beer”.
Effective Regulation System:
1. A supporting legal context;
2. Commitment of all important stakeholders;
3. A pre-screening system; mandatory and binding
4. An effective complaint system with easy access to and support
from the public;
5. Independent advertising committee;
6. Sanctions that are expected to be most effective are withdraw
broadcasting rights and substantial financial penalties;
7. Monitoring that is independent from commercial interests;
8. Restrictions should cover the entire range of forms of marketing
activities and should be up to date.
Self regulations with a legal backstop:
an example from the UK
• When the self regulation code in the UK is
violated the broadcasters have to comply
directly to the statutory regulator Ofcom.
Evaluating alcohol marketing regulations (1)
– content of the regulation
The code of the regulation
Code (general)
Size volume restrictions
Evidence-based criteria
Distinguished in volume and content restrictions
(see below)
contribute substantially to the total volume of
alcohol advertising
no significant substitution effects
Size content restrictions
Address all elements
Participation youth in content Limit advertisements that are appealing to
regulations
youngsters
Evaluated according to young peoples’ perception
Code Compliance
-
Evaluating alcohol marketing regulations (2)
- supporting regulatory system
Supporting regulatory system
Regulation embedded in
regulatory context
Commitment stakeholders
Transparency
Pre-screening system
Complaint system
Composition advertising
committee
Sanctions
Monitoring
Coverage
Flexibility
all important stakeholders
Information should be provided to the public on
every stage of the process
Mandatory and binding
transparent and accessible
Independent from commercial interests
Substantially sanctioning
routinely, systematically and independent from
commercial interests
cover the entire range of forms of marketing
activities
update regularly
Recommendations for policy makers (1)
1. Recognising the effects of alcohol marketing exposure on
alcohol use, decrease the overall volume of alcohol
marketing to which adolescents are exposed is desired.
(Norway: overall ban).
• Volume restriction on advertising, promotion and
sponsorship
2. If allowing alcohol marketing, marketing tools that are
difficult to monitor (e.g. internet) or reach many adolescents
should be prohibited.
3. In media where marketing is allowed, content restriction
should address all attractive elements to adolescents.
4. Avoid ambiguous restrictions: content restrictions should
address what is allowed to be used in alcohol advertisements
instead of what is not permitted. (France: Loi Evin)
Recommendations for policy makers (2)
5. Alcohol marketing regulations should be supported by a strong
supporting system that system that guarantees effective
implementation, evaluation and adherence of the evaluation
process:
• No conflicting regulations
• Evaluation process led by an independent committee
• Routinely and independently monitoring
• Mandatory and binding pre-screening system
6. alcohol marketing regulations embedded by law are necessary
to protect vulnerable groups
7. harmonization of alcohol marketing regulations at the
European level is desired
Thank you for your attention!
For more information on the FASE project or alcohol marketing
regulations please contact [email protected] or visit
www.eucam.info