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Submission to Review of Liquor Advertising and Liquor Programme code by GALA
CANADA VOTES FOR HEALTH WARNINGS
Letter to the Listener
ALCOHOL ADVERTISING AND SPONSORSHIP
Killer Alcohol
SUBMISSION ON ALAC FIVE YEAR STRATEGIC PLAN
February 2003. The submission of the Group Against Liquor Advertising to the Advertising Standards Authority review of liquor advertising posted here is available in pdf format. Please click here to open it.
We hope you will peruse it because of the matters of great public interest it contains. These include evidence of the sophisticated targeting of teenagers by the liquor industry (as low as age 11 - 15) and systematic breaking of the voluntary code for advertisers, which is not working.
We regret that we are unable to post the appendices on this page
Summary
1. GALA concurs with the vision expressed in the plan.
2. We note that the plan does not contain any preventive strategies other than those which aim to reduce the immediate supply of alcohol to young or drunk people.
3. Although laudable, we do not consider that the strategies described will successfully accomplish the goal of "More Moderation, Less Harm" either in the short or the long term.
The reasons for this are as follows:
(a) The alcohol environment in New Zealand is hostile to this vision.
(b) There is no clear evidence that research, information and education are successful in the absence of supportive legislation.
(c) Advertising and sponsorship work at the emotional, often unconscious, level. The cognitive methods of the strategy do not take this into account.
(d) The emotional appeal overrides the cognitive one for many people, and especially during adolescence.
(e)The groups targeted are the same groups which the liquor industry targets. At best the strategies can only hope to nullify the efforts of the industry.
4. We note the absence of strategies targeting women.
5. We recommend that ALAC advises government to:
ban alcohol advertising, as for tobacco
replace alcohol sponsorship with government funding, over an interim period
label alcohol containers with health and safety warnings.
The New Zealand Environment with respect to Alcohol
We live in an alcohol-saturated society. From a tender age children are exposed to alcohol through seeing family and friends drinking, through outdoor advertisements, sporting heroes, sponsorships, liquor outlets, advertisements on TV and radio, drinking in TV programmes etc. Many of the messages they receive are drinking 'come ons'. There is a widespread acceptance of drunkeness, and loutish behaviour is often considered amusing. This is what ALAC's moderation message is pitted against.
The Role of the Liquor Industry
As a commercial entity the industry is out to make profits for those who invest in it. It has little concern to the social side effects of its products, nor is it expected to pay for the social and health costs from the misuse of them. Fifty per cent of its profits are derived from the 10% of heaviest drinkers. It is keen to maximise the use of its products by those who are its best customers. These are targeted through marketing, advertising and sponsorship, which account for a large portion of the exposure of children and teenagers to alcohol. Many of the heaviest drinkers are the young, Maori and Pacific peoples, who consequently have the most harm from alcohol. The young especially, need to be attracted into the drinking fold, as older drinkers die or reduce their intake. The liquor and advertising industries actively help create the environment described above.
The Role of Government
Traditionally this has been to protect the public, especially the young , from the market forces of the liquor industry. As described by Dr Harold Holder, visiting ALAC alcohol researcher, government laws and regulations are the only proven effective method of reducing harm from alcohol. They also reduce consumption, which is why the liquor industry is implacably opposed to them.
The only strategy which has clearly been successful in reducing harm from alcohol over recent years has been the reduction in drink driving. This is due to legislation which is well enforced.
Although I have been informed that this type of strategy could be in ALAC's forthcoming business plan (1), it difficult to understand why the Five Year Plan does not include recommendations to government on preventive legislation.
The Role of Alcohol Advertising and Sponsorship
Alcohol advertising sells dreams. It conjures images of what a person could attain or become through the use of alcohol. It works at the unconscious and emotional levels. The cumulative effect is to encourage more drinking, starting at an earlier age. It is no coincidence that teenage drinking has doubled since the introduction of alcohol advertising on TV and radio in 1991 (2).
Sponsorship is often perceived to be a good work in society, but its main aim is promotional. It provides support to popular public activities, keeping the brand name in front of the public in the process. In sports sponsorship, heroes of the young are seen in conjunction with alcohol brands. It is an unhealthy alliance. We need not be surprised at hooligan behaviour at sports events when they are so heavily alcohol sponsored. Like advertising, the appeal of sponsorship is largely emotional.
We suggest that ALAC fund research to uncover the breadth of sponsorship in New Zealand, including the financial investment in it.
Strategies Targeting Women
Drinking by women, especially young women, has increased, and is approaching male levels in some instances (2). There are no strategies in the plan focussing on women over 24 years. This is an important age group because of child bearing and the possibility of alcohol induced birth defects.
Changing Attitudes
As discussed in the plan, this is a difficult task. It has been achieved with smoking through a combination of legislation, and the sort of measures proposed in the strategy. We appreciate that there are differences between alcohol and tobacco, but it is important that the lessons from reducing harm from smoking should not be overlooked.
Recommendations
We consider that there is ample evidence to implicate advertising and sponsorship in promoting harm fom alcohol. (see attached fact sheet). We strongly recommend that ALAC include advice to government to ban alcohol advertising, to replace alcohol sponsorship with government funding in the process of phasing out sponsorship, and that alcohol containers carry health and safety warnings.
References
1.Personal communication.
2. "A Decade of Drinking" Casswell, S. and Bhatta, K. Alcohol and Public Health Research Unit. 2001.
16 May 2001
Recently the Canadian Parliament voted overwhelmingly for a private member's bill requiring that NO PERSON SHALL SELL AN ALCOHOLIC BEVERAGE IN CANADA UNLESS THE CONTAINER IN WHICH THE BEVERAGE IS BEING SOLD CARRIES THE FOLLOWING VISIBLE AND CLEARLY PRINTED LABEL; " WARNING: DRINKING ALCOHOL DURING PREGNANCY CAN CAUSE BIRTH DEFECTS."
The vote was 217 for and 11 against and had support from all parties.
This was a major breakthrough after years of pressure for the move from various MPs and a bill from Paul Szarbo that was voted down in 1998. Judy Wasylycia-Leis whose bill won this time believed that it was because the liquor industry did not strongly oppose it this time. She believes that there is an acknowledgement of the significance of warning labels and the impact on society as a whole with a high incidence of fetal alcohol syndrome in Canada. (Canada Wire 24-4-01).
In New Zealand and elsewhere, alcohol must be the only controlled drug known to cause prenatal brain damage that escapes being labelled accordingly. Recent Swedish research found that 30% of Swedish women continue to drink during pregnancy, and 10% hazardously, which came as a shock to researchers. The results are similar to NZ research where they hardly caused a raised eyebrow.
The following letter was sent to the Editor of the Listener on 31 March 2001. It has not been published.
Dear Sir,
It was good to see teenage binge drinking aired on 'Assignment' on 29 March. Alcohol is New Zealand's largest drug problem, costing many young lives.
The blame for teenage drinking was attributed to parents, kids, community, and politicians.
The main cause of the problem, the exploitation of the young by the liquor industry, was not mentioned. They were the ones who lobbied hard for the lowering of the drinking age. They were the ones who pushed for sale of beer in supermarkets, and still push for sale of spirits there too. They were the ones who developed the tasty sweet alcopops. They are the ones whose advertising and sponsorship catches the kids, the new consumers.
Penetration of the advertisements to minors is illustrated by research on the "chin heads" ads. The research showed that 97% of minors recalled seeing the chin heads, 71% knew the ad was for Lion Red, 92% had positive views about the ads, and 64% thought the chin head humour would appeal to minors. (Project Outdoor Chins: CM Research)
Liquor sponsorship of sporting events links having fun with drinking.
The programme, while presenting the problem seriously to adults, could be perceived as a drinking come-on by minors. The kids in the programme were mostly having a great time with their booze. One could be forgiven for thinking Lion Red had free advertising, their brand featured so prominently. The fact that so many of the kids were drinking that brand shows their ads work for that age group.
I hope the Mount solves the New Year binge problem, as the North Shore has. While liberal liquor laws remain, teenage binges will pop up elsewhere.
Yours sincerely,
Viola Palmer
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PAPER ON
ALCOHOL ADVERTISING AND SPONSORSHIP
FROM THE GROUP AGAINST LIQUOR ADVERTISING (GALA)
TO
THE MINISTERIAL COMMITTEE ON DRUG POLICY
GALA considers that it is timely that the policy on alcohol advertising and sponsorship is reconsidered.
Broadcast alcohol advertising was deregulated in 1991, without debate in Parliament.
Although the advertising codes have been reviewed twice since then by committees appointed by the Advertising Standards Authority, there has been no review of policy. These reviews have given insufficient weight to the overwhelming numbers of submissions calling for a ban on broadcast alcohol advertising. Nor was the subject included in the Sale of Liquor Act 2000.
EXECUTIVE SUMMARY
Alcohol related harm in New Zealand is a major health, social and economic problem.
Alcohol advertising and sponsorship are important underlying causes.
Self-regulation of alcohol advertising is unsatisfactory.
A health select committee should undertake a major review of alcohol advertising and sponsorship. There should be a ban on these.
A representative from the Ministry of Health to attend the WHO conference in Spain this year.
BACKGROUND
The Group Against Liquor Advertising was formed in 1992 in reaction to the de-regulation of broadcast alcohol advertising. It is a voluntary public group with supporters nationwide. It takes a public health standpoint on the effects of alcohol advertising and sponsorship, especially on the health and mortality of young New Zealanders. It is not a prohibitionist group. GALA supports a ban on alcohol advertising and sponsorship, and has made submissions along these lines.
ALCOHOL ADVERTISING AND ALCOHOL-RELATED HARM
1. A report from the World Health Organization states that alcohol-related problems pose a significant threat to world health, more so than tobacco use, and are of particular concern in developing countries. Alcohol is responsible for 3.5% of global death and disability. Tobacco-related illness accounts for 2.7%, while illegal drugs cause only 0.6%. Alcohol use and related health problems have tended to be highest in developed countries and the countries of the former Soviet Union.(1)
2. Successive Labour Governments have vigorously controlled tobacco use and driven down tobacco-related health problems, yet alcohol has been progressively liberalised. This appears to be a hypocritical situation.
3. Alcohol is New Zealand's biggest drug problem. It is far less subject to regulation than tobacco. It produces more harm than highly regulated illicit drugs. The 500 deaths from alcohol mentioned in section 12 of the IACD paper represents only a portion of the total.
4. Youth drinking has increased to unhealthy levels. 44% of teens are heavy drinkers (up from 38% in 1998). 50% drank five or more standard drinks on the last drinking occasion, and 70% said most of their friends enjoy getting drunk.(2)
5. Binge drinking is now prevalent among 15 and 16 year-olds.
6. The age of onset of alcohol addiction is falling, so that treatment facilities for those in their teens and early twenties are required.
7. New Zealand has some of the worst OECD statistics concerning youth suicide, unplanned pregnancies, motor vehicle crashes and child abuse. Many of these are alcohol-related.
8. At New Year police donned riot gear in an attempt to keep order among alcohol-crazed youth at Mt Maunganui and Nelson. This is a shocking indightment, and repeats itself most weekends with out-of-control youth drinking somewhere in NZ.
9. We recognise that other factors such as a lower minimum drinking age, cheapness and availability of alcohol, peer pressure and world-wide trends also play a part. Alcohol advertising and sponsorship compound the effect of other liberalising trends. Youth binge drinking has increased since the Sale of Liquor Act in December 2000.
10. The effectiveness of alcohol advertising and sponsorship are not in doubt. Commercial companies would not spend $45 million per year on advertising and a similar amount on sponsorship for a nil effect. Furthermore a ban on tobacco advertising and sponsorship was considered necessary to reduce tobacco-related harm.
ECONOMIC ASPECTS OF ALCOHOL ADVERTISING
1. Revenue from advertising to the broadcast media is mentioned in section 19. These industries receive economic benefit from alcohol advertising, but the costs from alcohol-related harm are largely borne by taxpayers through the health, judicial, police and social welfare systems. The $45 million of income would be far outweighed by the costs of its effects. Saffer (3) has calculated that a ban on broadcast alcohol advertising in USA would save between 2000 and 3000 lives from reduced motor vehicle crashes. Brian Easton has estimated the total annual cost of alchol-related harm in NZ as $16 billion.(4)
REASONS FOR A BAN ON BROADCAST ALCOHOL ADVERTISING
1. Many alcohol advertisements are targeted at children and teenagers. Recalling and liking these advertisements is associated with increased drinking.
2. Alcohol advertisements provide a one-sided picture. They do not warn of possible harmful effects. They are a potent influence in decision-making about drinking, for young people.
3. Children and teenagers see these advertisements despite the 9pm start for TV ads. There is no time restriction on radio or sponsorship advertisements.
4. Self-regulation by the industries is a façade. It provides no punishments for breaches. It is unsatisfactory for a number of reasons.
A summary of the research of the effects of alcohol advertising can be supplied on request.
REASONS FOR A BAN ON ALCOHOL SPONSORSHIP
Sports sponsorship reaches underage drinkers. It is especially effective because they associate it with having a good time. It probably attracts future heavy drinkers, the backbone of the liquor industry. Alcohol sponsorship is a constant reminder of the association of alcohol with sport, an unhealthy alliance.
There is very little NZ research available on the effect of sponsorship, but the evidence on tobacco sponsorship would be relevant.
BARRIERS TO RESTRICTION OF ALCOHOL ADVERTISING
1.The Bill of Rights is often cited as an obstacle to the restriction of alcohol advertising. In 1998 GALA and Alcohol Healthwatch obtained a legal opinion on this from Professor Grant Huscroft, Faculty of Law, Auckland University.(5) He said :
"I conclude therefore that a legislative prohibition of alcohol advertising on television and/or radio would not be inconsistent with the Bill of Rights, and the Attorney-General would not be required to report to Parliament under s 7."
As there has not been a case involving commercial freedom of speech in New Zealand, Professor Huscroft based his opinion on Canadian and US court decisions. The underlying premises are that commercial speech is not entitled to the same degree of protection as personal speech, and that it can be overridden by public health requirements.
1. The use of conscience voting on liquor issues is an obsolete tradition. It leads to voting on prejudices, personal experiences of MPs, and hunches. It also leads to MPs being unduly influenced by powerful lobbying. This was seen in the recent voting on health and safety warnings on alcohol containers. Political parties should have alcohol policies which are based on research evidence.
SELECT COMMITTEE REVIEW
We consider that a review by a select committee on health to be the appropriate method of reching a decision.
In Europe youth drinking was considered of sufficient importance that a Ministerial Conference was held in February 2001. The World Health Organisation is arranging a further conference on the impact of global marketing and promotion of alcohol later this year. We recommend that a representative from the Ministry of Health attend this conference.
A BAN ON ALCOHOL ADVERTISING AND SPONSORSHIP
These two options should be seriously considered. New Zealand is lagging behind OECD countries in the well-being of its younger citizens. Alcohol plays a considerable role in this. A ban on sponsorship would need to be done gradually, with Government assistance to sports and cultural organizations during the transition period.
Viola Palmer
March 2000
References
1. Jernigan D., The Globe Issue 2, 2000
2. Alcohol Advisory Council. Youth and Alcohol. August 2000
3. Saffer H., Alcohol advertising and motor vehicle fatalities. Review of economics and Statistics, 79: 431-442
4. Easton B., The Social Costs of tobacco Use and Alcohol Misuse. April 1997
5. Huscroft G., The Role of the Bill of Rights in Pre-Legislative Scrutiny (unpublished) GALA and Alcohol Healthwatch.
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Killer Alcohol
Joan Stephenson, PhD
Alcohol plays a role in one in four deaths of European men aged 15 to 29 years and in as many as one third of the deaths of men in this age group in parts of Eastern Europe, according to new data from the World Health Organization (WHO).
These new figures and other data from the WHO Global Burden of Disease 2000 Study were presented last month in Stockholm to European health ministers, medical experts, and others attending the WHO European Conference on Young People and Alcohol.
Aggressive marketing of alcoholic products to youth is an important part of the problem, said WHO Director-General Gro Harlem Brundtland. "Not only are children growing up in an environment where they are bombarded with positive images of alcohol, but our youth are a key target of the marketing practices of the alcohol industry."
Meeting delegates drafted a landmark "Declaration on Young People and Alcohol," identifying actions to protect youths from the pressure to drink and to reduce alcohol-related harm. The document calls for a substantial reduction by 2006 in the number of young people who start consuming alcohol and high-risk drinking. It also suggests minimizing pressures on young people to drink and alcohol promotions, advertising, and other marketing efforts by the alcohol industry.
A copy of the declaration is posted on the WHO Web site at http://www.youngalcohol.who.dk//home.htm
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