GALA - GROUP AGAINST
LIQUOR ADVERTISING

Good victuals and ale have a long tradition in university student life. At Cambridge it was usual for students to receive refreshments in the form of cakes and ale during exams. There is a story that a modern day student reminded his exam supervisor of this tradition. He insisted on his rights and was supplied with today’s equivalent—pizza and coke. A week later he was fined 200 pounds for not wearing his sword.

At New Zealand universities the tradition was for twice yearly excesses during capping week and after the main exams.

Nowadays the excessive use of alcohol by students is more or less weekly. This is exploited by the liquor industry with year-long special marketing and promotional techniques directed at students. They are an important group for liquor industry capture, not only for the student dollar, but as future community leaders in business, the professions, public life and politics. It is important to have them on side to provide pro-alcohol attitudes and legislation. Many current community and political leaders learned to drink at university.

Each university city has one or more pubs which targets students with advertising. In Hamilton it is the Hillcrest Tavern. Their advertising material has been the subject of several successful complaints by GALA to the Advertising Standards Complaints Authority. Nevertheless the tavern continues with special promotions to students, half-price nights, prizes etc. The Waikato University student paper is full of liquor ads.

A recent study of 500 Waikato University students by four graduate students, found that they drink more than non-students. Drinking harms their health and their studies. The research found that 38% of student drinkers binge drink weekly. More than half suffered memory loss, and one third got into fights and arguments. Binge drinking also led to drink-driving, unprotected sex, and missed lectures and exams. The study recommended intervention by Health Waikato and the university.

Another study is presently being conducted on Otago students. There is no reason to believe that Waikato students are different from others. Alcohol abuse is causing a major waste of talent, especially when one takes into consideration the students who die as a direct result of drinking. They are a resource the country can ill-afford to lose.

The twice yearly binge could be regarded as a joke, the weekly one is serious.

Viola Palmer

CANADA SHOWS THE WAY

In April the Canadian Parliament voted overwhelmingly in favour of labelling alcohol containers with the following health warning “ Drinking alcohol during pregnancy can cause birth defects”.

THAT BILLBOARD

The Lion billboard on State Highway 1 at Waikanae which was the subject of a complaint by GALA 6 months ago has now come down. The complaint was declined, but GALA appealed against it. At time of writing the decision of the ASCB Appeal Board has not been received. Such is the alacrity of the legal process!

WHO DECLARATION ON YOUNG PEOPLE AND ALCOHOL

The World Health Organisation’s European Conference on Young People and Alcohol was held in Stockholm in February.

The Conference adopted a Declaration on Young People and Alcohol, which sets out 10 targets to be achieved by 2006, strategies for implementing these, and effective alcohol policy measures.

There was recognition of the role of alcohol in the deaths especially of young men aged 15 to 29. One quarter of these is alcohol related. Director-general of WHO Dr Gro Harlem Bruntland said “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.”

The Declaration calls for a substantial reduction by 2006 in the number of young people who start consuming alcohol, and high-risk drinking. It wants the pressures on young people to drink minimized, especially in relation to alcohol promotions, free distributions, advertising, sponsorship and availability.

“Aggressive marketing of alcoholic products to youth is an important part of the problem. 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.”
Dr Gro Bruntland, Director-General of WHO

Professor Sally Casswell from the Alcohol and Public Health Research Unit, Auckland University attended the conference. She said that the Declaration is a strong public health statement for governments, about alcohol issues. “One source of major concern” she said “is the efforts made by the alcohol beverage industry and hospitality sector to commercialize sport and youth culture by extensive promotion and sponsorship.” Nevertheless she left Stockholm with the feeling that the international alcohol policy arena was about to enter a more vibrant phase.

MINISTERIAL COMMITTEE ON DRUG POLICY

This committee consisting of 9 Government Ministers met in March. Unfortunately they did not consider the options for reviewing alcohol advertising. They decided to meet with the Advertising Standards Authority and defer consideration of the review.

The MCDP was presented with two good papers by Ministry of Health staff. These can be seen on the committee’s web site. They are papers 2 and 3 on Jurisdiction over alcohol advertising and Options for review.

GALA COMMITTEE

Graham Creahan, our excellent deputy chair has been posted to the UK to work for a year. He will be much missed. We need new committee members, preferably in the Auckland region. Please consider if you can help in this way.

VOICE OF INDUSTRY BEING HEARD

Calls last year by several liquor executives for more cohesion in presenting industry issues to politicians and others are being increasingly met by a consultative group representing virtually all facets of the industry.

The Quay Group – its name was derived from the location of its meetings in Wellington – embraces the Hospitality Association, Wine Institute, Retail Merchants Association, Foodstuffs, DB Group, Distilled Spirits Association, New Zealand Chartered Clubs, Lion Nathan, Bulmer Harvest, Licensing Trusts Association, Restaaurant Association, Wine and Spirit Merchants Association and the Beer, wine and spirits Council.

The debate about health warning labels last year is an example of how the Quay group works. Group representatives met with ministers and presented evidence to MP’s. This, claimed Nicki Stewart (Quay group convenor) contributed significantly to the bill being voted down.

From “Liquor Licensee” Feb/March 2001

If only there was such a group on alcohol health promotion.

………..Now do you see why we need you on GALA’s committee?

ALCOHOL POLICIES AND POLITICAL PARTIES

Overhaul of the time-honoured system of conscience voting by MP’s on alcohol issues is needed. MP’s conscience votes tend to be based on personal opinions, hunches, experience, and who has most recently and convincingly lobbied them. This is not good enough. The inadequacy of the system was revealed when the issue of alcohol container labelling was lost at the initial ballot by 1 vote. After considerable lobbying it was lost at the next ballot about a year later, by 8 votes.

Progress on tobacco control was not made until the Smokefree Environments Act. This was enacted by votes on party lines based on evidence.

Alcohol policy should be based on researched evidence, of which there is plenty. It is time political parties developed alcohol policies, as they do in most fields. We might then get some coherent and sensible legislation. We would urge those of you who are active in political parties to take the initiative.

SOME QUOTES FROM “BOOZE NEWS” FROM THE CENTER FOR SCIENCE IN THE PUBLIC INTEREST (USA)

“The effects on children of frequent exposure to television beer ads include the ability to recognize and recall brand names advertised.”

“Children who are frequently exposed to television beer ads have the ability to match brand names and beer slogans.”

“Frequent exposure to television beer ads by children can have them believe that beer consumption is related to good times and fun rather than caution and risk.”

SKI LIFT ADVERTISING

An Auckland advertising company is making advertising space available on chairlift safety bars. This makes the most of the 6 to 12 minutes a person is on the ski lift. One of the first to take up the opportunity is Foster’s Carlton Gold. “Chairlift safety bar advertising is the perfect medium for advertising liquor brands, given the exciting party-prone nature of the environment in which it exists,” said Grant Metson, director of Alpine Media.

From Liquor Licensee April/May 2001

(Clearly time should not be wasted on a chairlift absorbing the glory of the mountains. Ed.)

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