|
MARKETING ALCOHOL TO YOUNG PEOPLE - AN INDUSTRY OUT OF CONTROL
Summary of the address given by Derek Rutherford, Director of the Institute of Alcohol Studies, London, to GALA's AGM on 6 May 2002
A spokesman for Seagram accused the World Health Organisation (WHO) alcohol target as being "A prohibitionist plan masquerading as a health policy." The liquor industry has seen what has happened to tobacco, and are using every means to avoid the same fate.
The threats perceived by the drinks industry are : increased taxation, more vigorous measures to control drunk driving, restriction of retail hours, advertising restrictions, funding of those needing treatment for alcohol abuse, warning labels, and ingredient labelling.
Social Aspects Groups The name given to the liquor industry's PR groups. There are 30 worldwide made up of all the major alcohol companies. In New Zealand we have the Beer, Wine and Spirits Council. The Social Aspect Groups appear to be reasonable and supportive of healthy alcohol policy, but do their best to undermine it. For example the Amsterdam Group purport to educate young people in drinking, while marketing alcopops.
|
 |
The industry opposes effective legislation. The Campaign Against Drunk Driving approached the Portman Group for financial assistance. They were told that if they dropped their campaigns for reduction in the legal blood alcohol limit and for random breath testing, they would receive funding.
The industry states that commercial communications should be decent and honest. Derek then showed an ad for cheap Carlsberg on 'Ruby Tuesday' at a pub. The ad depicted a man urinating blood.
Commercial communications should not be aimed at minors. This was followed by an ad with a baby in a Carlsberg suit.
|
 |
Commercial communications should not create the impression of enhanced sexual or social success, or offend against taste or decency.
Next came ads for Benedictine "Good for Lactating Women", Guinness for virility, showing a man pushing 10 babies in pushchairs.
|
 |
 |
There were many examples exposing the duplicity of the industry about what they say and what they do.
|
When the WHO developed its second alcohol action plan, the Amsterdam Group lobbied (unsuccessfully) for changes in wording. Instead of 'alcohol related problems' they wanted 'alcohol abuse'. This subtle change puts the blame on the user. Other changes they wanted were to drop the statement that problems from drunkenness and binge drinking are common among adolescents, and that there should be restrictions on sports sponsorship. |
 |
|
|
