How to evaluate the effectiveness of alcohol advertising regulations? Wim van Dalen & Avalon de Bruijn; 2011

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

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 FASE project delivered Evidence based criteria to evaluate alcohol marketing regulations:

Supporting regulatory system Regulation embedded in regulatory contextno conflicting regulations on the supra-national or national level Availability legal back stop Commitment stakeholdersCommitment of all stakeholders (Policymakers + civil society + industry related stakeholders) TransparencyAvailable provisions of information to the public at every stage of the regulation process Pre-screening systemObligatory Pre-screening system for all marketing types Complaint systemEffective complaint system (Easy access + support from the public) Composition advertising committeeIndependent jury SanctionsSubstantial sanctions (act as deterrent) MonitoringMonitoring Independent from commercial interests Monitoring Routinely & Systematically Include also “unmeasured” types Availability Marketing data to third parties CoverageCode covers entire range of alcohol marketing practices FlexibilityCode should be updated regularly

How does this relate to alcohol marketing policies in Europe? lawcountry:AuBEBUCZDKESFIFRGE ICIRITLALINLNOPLPOROSLSP regulation number: Kind of regulation: self regulation Volume restrictions Coverage - traditional media Coverage - new media (sponsoring, promotional items, csr, direct marketing, internet) Is there a ban? Time, place, beverage, media Content restrictions Coverage - traditional media Coverage - new media (sponsoring, promotional items, csr, direct marketing, internet) Protection youth - limit appealing ads Supporting regulatory system Conflicting regulations on the European or national level? Commitment all relevant stakeholders Public availability of complaining proces and outcomes Pre-screening mandatory and binding complaint system - can everyone file complaint? complaint system - Independent jury? complaint system - substantial sanctions Monitoring indepently and systematically Flexibility - regular update of code

Content restrictions in Europe:

Volume restrictions in Europe:

We know which elements are essential to include in alcohol advertising regulations, but to which extent do we evaluate existing alcohol marketing regulations within this framework?

Conclusions: It is feasible to evaluate existing regulations with evidence-based criteria; There is a broad variety in strength of content/volume restrictions and strength of existing regulations in Europe; SR has more content restrictions; Legislation has more volume restrictions;

Some results of the AMMIE project

Volume exposure of young people to alcohol advertising on TV Bulgaria, Denmark, Germany, Italy, the Netherlands 3 channels most watched by young people (13-17 years old) May and October 2010 Delivered by Nielsen Media

Current regulations Time restrictions –Italy (restrictions from h) –Netherlands (completely banned from h) Product restrictions –Bulgaria (spirits on TV restricted) 30% threshold – max. 30% of the audience can exist of minors –SR in Netherlands (25%) –Since November 2010 Bulgaria (30%) –since 15 October 2010 Denmark (30%) –Monitored by EFRD in Europe

Exposure to alcohol marketing (1) Number of exposures* per age group (three channels, two months) # exposures to all (aged 4+) # exposures to youth (aged 13-17**) Bulgaria Denmark Germany Italy Netherlands Source: Nielsen media *Number of time á person from this age group saw án advertisement

Exposure to alcohol marketing (2) Average number of alcohol commercials seen per person (3 channels, 2 months) # of ads seen by all (aged 4+) # of as seen by aged Bulgaria76,446,8 Denmark29,421,9 Germany97,595,7* Italy49,641,9 Netherlands41,231,6 Source: nielsen media research Average numbers: number of exposures / number of persons in age group *Young people aged in Germany see at least 1,5 commercials a day (3 channels, two months)

30% threshold, protecting youngsters? Adopted from US were 30% of population is <21 years old In EU-27 17,9% is below 18 years old (Eurostat, 2010) Exposure of 30% -> overexposing minors!

More protective proportional standard -> taking into account at risk group (1) At risk group: ▫ At risk for starting to drink ▫ More aware of alcohol advertising than < 13 year olds ▫ More exposure to alcohol advertising  Exposed to 2/3 of all advertising seen by minors ◦ (Jernigan & Ross, 2010) -> truly protective proportional standard would be 5,5% (EU-27) 5,5% of EU-27 population is aged (Eurostat, 2010) Should be adjusted to country population Supported by: health organisations, scientists and state attorneys (US): CAMY (2005), Jernigan & Ross (2010), National Research Council (2004), Institute of medicine (2004), Federal Trade Committee (2006).

Recommendations 1. Proportional standard –prevents overexposure –Should consider at risk population (13-17 year olds) –EU-27 -> 5,5% of audience 2. Time ban –Prevents exposure of large numbers of young people –Easy to monitor –At least h recommended

Thank you for your attention!