1. Alcohol – Marketing the Myths “As a society we need to stop marketing the myth of alcohol, and start telling the truth: too much alcohol damages; too much alcohol kills” Professor Ian Gilmore (Chairman of Alcohol Health Alliance and President of the Royal College of Physicians)

2. Learning Objectives: 1.Identify and dispel some of the myths that exist about alcohol. 2. Examine the methods used to promote alcohol and critically analyse the way in which alcohol marketing is regulated.

3. Dispelling the Myths MYTH: A widely held but false belief or idea. Think: What Myths about alcohol exist and where do they originate?

4. Myth: We’re a nation of drinkers, nothing’s new! FACT: As a nation, we are drinking far more than we used to drink: “Household expenditure on all alcoholic drinks increased by 81% between 1992 and 2006” (DEFRA 2008) “In 2007 there was nearly enough alcohol sold in Great Britain to enable every man and woman over the age of 16 years to exceed the recommended guidelines for men” (The Nielsen Company 2008)

5. Myth: Binge drinking is more of a problem amongst young people. FACT: As a nation, we are all drinking more: “Particular concern is expressed About the drinking of young people…they (young people) are drinking in increasing harmful ways – but so is the rest of society” (BMA – ‘Under the Influence’ 2009)

6. Myth: Young people are healthier than adults, their livers can cope with alcohol better. FACT: Unit guidelines are there for adults. There are no known safe amounts for young people: “Young people are more vulnerable to the effects of alcohol than adults. Young people may be particularly at risk from the effects of alcohol because it will be concentrated in a smaller body” (Dept. of Health 2009)

7. Myth: It’s a legal drug, therefore it must be okay! FACT: Legal does not mean safe. Think: Why is alcohol a legal drug – are there any historical reasons? What would happen if alcohol was made illegal tomorrow? What parallels can be drawn Here between alcohol and tobacco?

8. Myth: It’s HARMLESS! STOP: How do we measure harm? Task: In pairs, make a list of the criteria we might use when assessing how harmful a drug is?

9. Mean Harm Scores (David Nutt 2007) Fact: measuring harm is a controversial issue!

10. 38% of men and 16% of women (age 16-64) have an alcohol use disorder, equivalent to Approximately 8.2 million people in England. About 2.9 million, or 7%, of the adult population are dependent on alcohol. (Source: The Academy of Medical Sciences) Fact: alcohol is an addictive drug

11. Crime - Counting the Cost According to the 2005/06 BCS victims believed the offender or offenders to be under the influence of alcohol in 44% of all violent incidents. (BCS survey data) Alcohol is a contributory factor in domestic violence incidents in about 50% of cases (BMA) Annual alcohol-related costs of crime and public disorder (England) = £7.3 billion (BMA) Fact: alcohol is a contributory factor in around half of all violent crimes.

12. Workplace costs: £6.4 billion (BMA) Health costs: estimated £1.7 – 2.8 billion (BMA) “Alcohol abuse… costs the taxpayer around £20 billion each year” (Home Office Press release 2004) Fact: alcohol costs the taxpayer a lot of money

13. ONS: Poisoning Deaths Fact: alcohol can cause death.

14. Alcohol is the third leading risk factor for Premature death…in developed Countries after tobacco and blood Pressure (WHO 2002) Fact: many more deaths are alcohol related

15. Think: Is it responsible to advertise a potentially harmful and addictive substance? “A substantial body of research has found that alcohol advertising and promotion influences the onset, continuance and amount of alcohol BMA ‘Under the Influence’ (2009) Fact: The UK alcohol industry spends approximately £800 million each year on marketing (BMA)

16. Attach media clip (A1) here. Task: study the sequence of advertisements and list as many different marketing strategies as you can e.g. who is being targeted and how?

17. In what other ways is alcohol promoted?

22. Crime - Counting the Cost The Codes: Advertisements must not imply that alcohol can improve any type of performance. Must not be likely to appeal to people under 18. Fact: In the UK, alcohol marketing and promotion is regulated via voluntary codes governing creative content. The codes depend on the public making a complaint to the Advertising Standards Authority (ASA) Do you think that these codes are adhered to? What are the weaknesses in the system of voluntary regulation? This ad’ was withdrawn by the ASA following complaints

23. Crime - Counting the Cost “We are concerned solely with the social responsibility issues surrounding alcohol” The Portman Group Fact: The Portman Group are the alcohol industry marketing self-regulatory body. The Portman Group is a trade group composed of alcoholic beverage producers and brewers in the UK.

24. Crime - Counting the Cost www.drinkaware.co.uk “it is the logic of the market that informs Governmental policy on alcohol” (Hayward and Hobbs 2007) “As with tobacco, putting the fox in charge of the chicken coop – or at least putting him on a par with the farmer is a dangerous idea” (BMA – ‘Under the Influence’ 2009) Fact: In the UK, through stakeholder groups like the Drinkaware trust, the alcohol industry assists Governments in providing public health communications. Look closely at the Drinkaware slogan below – what message does it convey? What might the problem be with partnership working and industry funded health education?

25. Crime - Counting the Cost Assessment criteria: Task: create a storyboard for an advertisement aimed at young people which challenges myths and raises awareness of the true physical, psychological, social and economic impact of alcohol use. A Your advertisement is imaginative and thought-provoking. You demonstrate a clear engagement with issues raised in the lesson. B Your advertisement is well-structured and informative. Your work reflects a good understanding of key points raised in the lesson. C The information in your storyboard is fairly well organised and there is some relevance to the content. D Your work lacks effort and is poorly structured and/or presented.