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 To reduces the harm done by alcohol to the economy German Centre for Addiction Issues (DHS) Safe drinking environments To create safer drinking environments LJMU (Liverpool John Moores University) Alcohol marketing regulations To reduce the harmful influences of alcohol marketing on youngsters Dutch institute for alcohol policy (STAP)

Project process (1) literature study Results of literature searches on relevant websites n=38 Excluded/duplicates after checking title and abstract n=7,412 Close reading n=288 Not available N=19 Publication in peer reviewed journal n=55 Publication by scholar not in peer reviewed journal n=23 Publication by government organization n=14 Relevant for inclusion in text n=110 Publication by non-economic NGO n=9 Publication by economic operator n=9 Results of literature searches in search engines n=7,634 Search in reference lists of articles n=28

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 alcohol marketing regulations Effective volume restrictions Effective content restrictions Effective regulatory system

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. Effective content restrictions

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”.

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. Effective volume restrictions:

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”.

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. Effective Regulation System:

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 Evidence-based criteria Code (general)Distinguished in volume and content restrictions (see below) Size volume restrictionscontribute substantially to the total volume of alcohol advertising no significant substitution effects Size content restrictionsAddress all elements Participation youth in content regulations Limit advertisements that are appealing to 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 stakeholdersall important stakeholders Transparency Information should be provided to the public on every stage of the process Pre-screening systemMandatory and binding Complaint system transparent and accessible Composition advertising committee Independent from commercial interests Sanctions Substantially sanctioning Monitoring routinely, systematically and independent from commercial interests Coverage cover the entire range of forms of marketing activities Flexibility 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

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