The Group Against Liquor Advertising, which was instrumental in getting this review set up, welcomes the appointment of Tim Harding and Tim Rochford, the two new independent Steering Group members.

"We doubt though, that the public has any idea of the undemocratic politics behind the scenes", said Chairperson Dr Viola Palmer.

In January, the first appointees included a representative of the very body that is to be evaluated, namely the Advertising Standards Authority. These members were given the power of veto over the selection of the two subsequent independent appointees. Thus many people with alcohol expertise were excluded as 'biased'. The advertising industry body has millions of dollars annually of alcohol advertising revenue at stake. They have presided for years over alcohol advertising, while binge drinking and harm from alcohol increased. 'Unbiased? Yeah right'.

It is like appointing those on trial, to the jury.

The Steering Group has approved the two latest appointees. We know that these two will be a counterweight to the industry rep. We hope that they have sufficient expertise to refute the plausible industry arguments that alcohol advertising is harmless and should continue. We urge the media to monitor carefully this debate for signs of self-interest.

Unless radical changes to alcohol advertising, sponsorship and marketing are made, to alter the thinking about alcohol, and to stop the targeting of young people, there will be no observable benefit to the community.

Dr Viola Palmer
Chairperson
Ph 04 298 2952
Email: gala.org@xtra.co.nz

20 April 2006
ALCOHOL, JUNK FOOD AND GAMBLING TOP CHILDREN'S SPORTS SPONSORSHIP

Research by Otago medical student Anthony Maher has found those children's and teens' sports are heavily sponsored by alcohol, junk food and gambling companies.

"As far as alcohol is concerned, this comes as no surprise" said Dr Viola Palmer, Chairperson of the Group Against Liquor Advertising (GALA). "We have known for quite a while that alcohol sponsorships single out youth activities and events."

The frightening thing is that there are no restrictions on this type of sponsorship. A liquor company could sponsor a kindergarten, if the public did not object.

Parents and grandparents are often disgusted to find that goal post protectors and other gear on children's sports fields carry liquor messages. GALA has written to the Rugby Union more than once, asking them to recommend that clubs remove these obvious inducements to drink, from children's playing fields.

Many a parent has found that encouraging their child into club sport is also an entrée into drinking.

The matter will be reviewed when the Government gets its alcohol advertising review under way.

Dr Viola Palmer
Ph 04 298 2952
Gala.org@xtra.co.nz

17 Jan 2006
Steering Group on Alcohol Advertising Review unlikely to rock the Boat

"The review of alcohol advertising which the Government has set up may be ineffective because the steering group includes the very bodies whose performance is being evaluated" said Dr Viola Palmer, Chairperson of the Group Against Liquor Advertising (GALA). It is very disappointing after the promise of a review, that it is not likely to produce beneficial changes.

Members of the steering group are representatives of ALAC, the ministries of Health, Youth Development, Justice, and Culture and Heritage, the Advertising Standards Authority, the Broadcasting Standards Authority, plus two independent members (not yet appointed).

The Advertising Standards Authority is a body representing the advertising industry, which benefits from alcohol advertising. They have been in charge of self-regulation of alcohol advertising, which has failed to prevent the exposure of children and teenagers to alcohol promotions. The ASA, and to some extent the BSA, have a vested interest in the status quo and are unlikely to support effective changes. "They should not be on the steering group," said Dr Palmer.

The steering group should be led by front-line hospital and police staff, and alcohol epidemiologists, as well as representatives of the relevant Government departments.

Dr Viola Palmer

Email: gala.org@xtra.co.nz

Ph 04 298 2952

Mobile 027 224 2570

MEDIA RELEASE 4 Jan 2006

RESEARCH PINPOINTS CAUSE OF TEENAGE BINGE DRINKING

"An important piece in the jig-saw of causes of teenage drinking" is how Dr Viola Palmer, Chairperson of the Group Against Liquor Advertising (GALA) describes the research from the University of Connecticut.

The researchers found a direct relationship between numbers of alcohol advertisements seen by teenagers and the amount drunk. They found a similar relationship between alcohol advertising expenditure and youth drinking.

Teenagers are susceptible to persuasion by carefully crafted advertisements. The ads make drinking look normal and fun. It follows that those who refrain from drinking seem abnormal and dull. And what teenager wants to look abnormal?

In 1994 researchers from the University of Auckland interviewing 10 to 17 year olds found that over half thought alcohol advertisements on television encouraged teenage drinking. "Now we have information on the amount of increase advertisements produce" said Dr Palmer.

There has been a doubling in the quantity drunk by teenagers since TV brand alcohol advertising began in 1992. Add to this all the other exposure to advertisements, and is it any wonder there is so much damage done?

"A responsible society would not allow young people to be manipulated in this way," said Dr Palmer.

Dr V Palmer
Ph 04 298 2952
Email: gala.org@xtra.co.nz

MEDIA RELEASE 9 March 2005
Government Response to Alcohol Advertising Recommendations

The Government response to the Health Select Committee recommendations on alcohol advertising is disappointing, said Dr Viola Palmer , Chairperson of the Group Against Liquor Advertising (GALA). We would like a full review of alcohol advertising, sponsorship and marketing to occur this year.

Government seem to think that the ALAC culture change programme will protect people from the harmful effects of alcohol. But how can it when the industry is bombarding people with $50 million worth of carefully researched, seductive advertising? This is 16 times what ALAC has to spend. Furthermore it is much easier to sell a pleasant message which people want to hear, than one which says 'look out, take care'.

The most promising aspect of the response is that a government-led review of the voluntary regime for alcohol advertising will take place. But there is no indication of when this will happen. The Government has not done such a review for 11 years, which is far too long for an addictive product that has become part of the lifestyle of most teenagers. Meantime teen binge drinking has doubled.

Recent research from USA has shown that alcohol advertising plays a much more important role in encouraging youth binge drinking than was previously thought. (H. Saffer , New York ). It gets right into youth culture.

Dr Viola Palmer
Email: gala.org@xtra.co.nz
Ph 04 298 2952

Liquor adverts deliberately aimed at hooking children

NZ Herald article 16 Dec 2004 (Repeated here)

9 December 2004
HEALTH SELECT COMMITTEE PUSSYFOOTS AROUND ALCOHOL PROMOTION

The Health Select Committee has let New Zealanders down, in failing to recommend an inquiry into alcohol advertising, sponsorship and marketing, as requested in our petition, said Dr Viola Palmer, from the Group Against Liquor Advertising.The Select Committee report recognises the serious health and social effects of alcohol, but fails to recommend appropriate action. It is as though they saw a sinking liner and sent a small life raft to help. This Committee, which has the responsibility to guide policy on health issues affecting New Zealanders, has proved disappointing. It is no exaggeration to say that New Zealand is in the grip of a binge drinking epidemic, which is fuelled by advertising.The request for an inquiry was a very modest one, which did not commit anyone to anything, said Dr Palmer. Yet they did not even manage that. It would have been an opportunity to look at all aspects of alcohol promotion, and reach a conclusion based on evidence.There is ample evidence to implicate alcohol advertising and sponsorship in the harm people experience from alcohol. Further research is not what is wanted. Some courageous action is what is needed. Instead the Health Select Committee opted to recommend another review of alcohol regulation. Tinkering with the rules around regulation will do very little to reduce the lure of alcohol advertising to children and teenagers in particular.Legislation has curbed the harm from tobacco, but politicians seem afraid to address alcohol.

Dr Viola Palmer
Ph 04 298 2952
Fax 04 298 2953
Email: gala.org@xtra.co.nz

Booze adverts are brainwashing youth.

This is the text of an article as originally submitted. It was published, with some detail and website addresses removed by editing, in the New Zealand Herald 13.12.02 page A19. Click here to read the Herald article as published.

As long as we allow liquor advertising, we will keep failing young people, writes Harold Coop.

The 5 year review of liquor advertising by the Advertising Standards Authority (ASA) is approaching with submissions due soon. Of great importance are recent drinking patterns of teenagers and women, increased "binge-drinking," and consumption statistics. (Teens drink $2.7M worth weekly) Those, and the lowered drinking age, underline and corroborate recent statements of concern by intensive care doctors and the police. They, social agencies, and on-call surgeons pick up the wreckage. ("Can we save these eyes, or maybe that leg?")

Our voluntary Group Against Liquor Advertising , reliant on public donations, is internationally affiliated. We acknowledge that moderate drinking is a social pleasure. But overseas and New Zealand evidence shows a connection between the huge advertising expenditure and youth drinking culture, as does everyday experience. (Latest advertising figures $35 million yearly in 1995, plus $35 million on sponsorship) The statutory body appointed and financed by a special Government tax , ($6M yearly), is the Alcohol Advisory Council, (ALAC,www.alcohol.org.nz). It now supports continuing advertising and advances several reasons.

First, the nation¹s consumption level lessened soon after advertising became legal, 10 years ago. But there could be concealed reasons. An ageing population with declining incomes can change drinking patterns. And consumption has risen again in the last 3 years. Consumption per social occasion for young people (age 14 17), however, has actually doubled in that time since TV and radio ads started, and over a third binge drink. During those years they viewed around 400 TV alcohol ads yearly.

The last review admitted sobering evidence of increased serious problems, from Salvation Army and Pacific Islands leaders. More is on the websites of the Alcohol and Public Health Research Unit www.aphru.ac.nz ,and Alcohol Healthwatch, www.ahw.co.nz . The liquor industry has a voluntary code for advertising but the shocking thing is that , carefully and cynically it breaks it , by researching and producing images appealing especially to the vulnerable, ----young, and Island and Maori people. The young man returning to the whanau, the rottweilers with sunglasses they¹re not there by chance. (And "You¹ve got to drink this beer to be a bro") ALAC described some evidence that adolescents deal critically with advertising. Why then the worsening and serious situation? ALAC also asks for proof that advertising increases consumption. But in a multifactorial situation, proof is difficult, and experts disagree.

The Centre for Science in the Public Interest in Washington, USA, published evidence in 1995 of the lessened teenage drinking, fewer accidents, and falling consumption following less advertising. (www.cspinet.org/booze/ddip.html also shows many initiatives on the present serious teen binge problem in USA) New Zealand research, listed on the GALA website, shows further facts.

Evidence is important, but demanding exhaustive "proof" can be a let-out. In dangerous situations we err on the side of caution. ALAC has changed its stance and now does not oppose advertising that so cleverly targets susceptible groups. Yet its website quotes New Zealand research that "TV ads help recruit new young drinkers and give positive beliefs by association. You¹ll have mates and be a man,-key goals for the young. " The voluntary code for advertisers is ineffective. It states they "must not imply that liquor creates a significant change in mood, contributes to personal , social or sexual success, nor imply offensive behaviour, nor have strong appeal to minors in particular, nor advocate heroes of the young.". But the industry¹s advertisements deliberately and subtly flout this code. Infringements incur no penalty. The chinheads appealed hugely to the young, and the Herald reported the "Yeah Right" campaign as a winner , aimed at "the young boozers' market."(Herald 14.06.02) "Her butt walked into my hand - Yeah, Right." Sexual enthusiasm is normal and irresistible for young men. But we allow millions to be spent on subtle anti-social psychology . It combines this urge, or healthy sporting instincts, and humour, and the feeling of mateship and being "cool", with the consumption of alcohol as a necessary part of success.

This is completely contrary to the code and prolongs our Kiwi inheritance of the sexist, male, beer-swilling rite-of-passage culture. Then Government counter-advertisements, also expensive, try to lessen the damage with uncomfortable road-crash detail. Who are we kidding with this circus? New Zealand has surprisingly succeeded in profoundly altering its tobacco attitudes by eliminating advertising and having warnings. That made people take tobacco seriously. Smoking is still too prevalent, but our thinking is better. Also,we have a right to clean air.

Unlike tobacco, not all alcohol harms, but we also have a right to families not maimed on the roads, facing increased violence or teenage pregnancies , date rapes or attempted suicides. (65% associated with alcohol.) Possible liquor industry interest in "sustainable development (Herald 29.10.02) is a gleam of hope, but faint. Like tobacco companies did, they're now using "community friendly" ads, with nothing about liquor except for a name at the end (approval by association). They market fruit-sweet 5% alcopops with bright coloured labels. Not appealing to the young? Most people enjoy a drink, but about 20 countries limit alcohol advertising , many more strictly than we do (e.g.Scandinavia)

The director of the World Health Organization condemns aggressive alcoholic marketing to youth. It's not all directed to brand competition. Only trying for an increase in consumption would justify spending $35M. The last report of the ASA stated that arrangements are "working well"! ALAC does some good work, but it knows quite well what advertising does to the young.. Unless it gets realistic and musters the courage to take on the powerful interests brainwashing teenagers it's just playing games against colossal money , rather than changing our thinking. If ALAC doesn¹t take advertising seriously, politicians won't.

In our new parliament, MPs should ignore the expensive lobbying, investigate the whole ineffective regulatory system, and abolish alcohol advertising and sponsorship. In such an important matter, our young people deserve our loving concern, combined with realism, not spin.

Dr Harold Coop is a former eye surgeon ,and a committee member of the Group Against Liquor Advertising, www.gala.org.nz

MEDIA RELEASE 3 November 2002 Teenage Drinking

Teenagers between 14 and 17 drink $140 million worth of alcohol per year, or $2.7 million per week, as calculated by the Group Against Liquor Advertising, said Dr Viola Palmer, Chairperson.$60 million of this was in beer, $56 million in spirits, $19 million in RTD (Ready-to drink), and about $4 million in wine.This equals an average weekly consumption per teenager of :

5 (330ml) cans of beer, almost a fifth of a bottle of spirits 1 RTD (330ml) and
one glass of wine.

This represents $12.40 per week

The calculation was made using research done by the Alcohol and Public Health Research Unit at Auckland Medical School, and figures from Statistics NZ. The figures are conservative, taking the cheapest prices of drinks at $1 per can for beer and $28 for spirits.

About three quarters of teenagers are drinkers. The average weekly consumption per drinking teenager is:

7 (330 ml) cans of beer almost a quarter of a bottle of spirits one and a half RTD (330 ml) and
105 ml of wine

These figures simply highlight what we already know about teenage drinking. Many teenage problems of crime, hooliganism, "accidents", unplanned pregnancies, drunk driving and suicide can be traced back to excessive drinking.We know that teenagers will always want to have fun. We do not need to reinforce the irresponsible attitude that getting drunk is the way to do this. Pushing alcohol at them by advertising and sponsorship encourages drinking."Teenagers don't grow up in a vacuum" said Dr Palmer, "they grow up in an environment of widespread uncontrolled access to alcohol, designer drinks, clever advertising, sponsorship and marketing. It is time we stopped the culture of blame against teenagers, and controlled the giants who profit from the $140 million spent."Contact: Dr V Palmer
Ph 04 298 2952
Email gala.org@xtra.co.nz

18 July 2002

MEDIA RELEASE

The canning of the DB "Summer's Here" alcohol advertisements by the Advertising Standards Appeal Board is good news, albeit too little too late. With winter here these ads are already outdated, the self-regulation process having taken at least 6 months. Long enough for the billboards to get their message across.The young drinkers' market has been targeted more and more by alcohol advertising. In particular the chinheads and the Tui Yeah Right campaigns have been designed to amuse and entice the young.The only way to stop these funny glamour ads encouraging youth drinking is to prohibit them.With a problem of excessive youth drinking in New Zealand, it is time Government took the issue seriously and moved to constrain the liquor and advertising industries. ALAC has estimated the cost to the health services etc of lowering the drinking age is about $80 million per year. The economic effects of alcohol advertising on youth have not been evaluated. Binge drinking by teenagers has doubled since alcohol advertising was introduced.Events associated with youth drinking include road crashes, other "accidents", crime, suicide, unplanned pregnancies and sexually transmitted disease. Dr Viola Palmer
Chairperson, Group Against Liquor Advertising
Contact: ph 04 298 2952

20 November 2001MEDIA RELEASE

Teenage Drinking Doubles Over Last 10 Years

The amount of alcohol drunk by teenagers each time they drink, has doubled since 1990, a recent survey shows."It is no coincidence that teen drinking has doubled in this time, as alcohol advertising on TV and radio was started in 1992" said Dr Viola Palmer, Chairperson of the Group Against Liquor Advertising. "The survey notes a sharp rise in teen drinking in 1993" she said.This doubling pre-dates the lowering of the drinking age, which came at the end of the period in 1999. While the Government is focussing on the drinking age, they should also be looking at alcohol advertising and sponsorship. "They will miss the bus if they look only at the drinking age" said Dr Palmer.The survey covers the years 1990 to 1999, and was done by the Alcohol and Public Health Research Unit of the University of Auckland.Instead of 2 to 3 drinks per time, teenagers from 14 to 17 are now drinking 5 to 6 drinks. Forty-four per cent are binge drinking.This leads to fights, road crashes, other "accidents", acute alcohol poisoning, unplanned pregnancies, sexually transmitted diseases and reduced educational performance.All parents of teenagers should be concerned about this, and urging their MP to do something about it.Government is slowly waking up to the fact that New Zealand has a teenage drinking epidemic. This is aggravated by recent permissive legislation including advertising, easy availability of alcohol, and more recently the lowered drinking age. What is needed is some preventive legislation to protect young people from a predatory industry.

Dr Viola Palmer
Chairperson, Group Against Liquor Advertising

Ph 04 298 2952

Ref: A Decade of Drinking, S. Casswell & K. Bhatta, APHRU, 2001

MEDIA RELEASE

7 June 2001

LION CHINHEADS BILLBOARD

The recent decision by the Advertising Standards Complaints Board (ASCB) not to ban a Lion Red "Chinheads" billboard, raises the question of the suitability of this body to regulate alcohol advertising, said Dr Viola Palmer, Chairperson of the Group Against Liquor Advertising (GALA). The ASCB is a self-regulating body for the advertising industry.

The decision was made in the face of the following facts which were obtained by CM Research who interviewed around 100 ten to seventeen year olds:

· 97% recalled seeing the Chinheads

· 85% liked or loved the the Chinhead billboard or thought it was okay

· 71% could spontaneously recall seeing a Lion Red billboard

· 64% thought the humour appealed to underage drinkers

· 52% thought the Chinheads had strong appeal to kids and teenagers.

There is a large body of research showing that recall and liking of an alcohol advertisement is a strong indicator of future use of that product.

The ASCB Appeal Board dismissed the complaint on the grounds that over 70% of minors thought the advertisement was not directed at them.

The fact that teenagers are not aware of being targeted by an advertisement is irrelevant. The influence is subtle.

The argument that a percentage of teenagers did not like the advertisements and thought they did not appeal to minors, does not detract from the large number of teenagers who are being reached by them.

If teenagers are not being deliberately targeted, then the level of "by-catch" is unacceptable.

Dr Viola Palmer

Ph 04 298 2952

20 May 2001

Media Release

GOVERNMENT ALCOHOL STRATEGY

"The recently released alcohol strategy is moving in the right direction" said Dr Viola Palmer, Chairperson of the Group Against Liquor Advertising (GALA).

The worrisome increase in teenage drinking in the last decade coincides with the introduction of alcohol advertising on television and radio in 1992. This is no chance happening. Many alcohol advertisements appeal to children and teenagers, and are a signpost for later drinking. The advertisements portray only beneficial images of alcohol. Despite the 9 pm curfew on TV alcohol advertising, recent research found that 85% of 10 to 17 year olds recalled seeing beer advertised, and 92% had positive views about Lion's "Chin Head" ads. To remove one of the engines which drives teenage binge drinking, the Government should ban alcohol advertising. They did this to good effect with tobacco.

If not a ban, then stricter controls on advertising would be welcomed by GALA. In particular, the complaints process should be put in the hands of the Broadcasting Standards Authority, a publicly appointed body. The present system of self-regulation by the advertisers is a façade.

The strategy to look at alternatives to alcohol sports sponsorship is good. The advertising of alcohol in conjunction with sports implies that alcohol is needed to have a good time at an event. It catches people, especially young men, when they are receptive.

The labelling of drinks with health warnings is an overdue and welcome strategy. Although voted down in a recent private member's bill in New Zealand, in April the Canadian government voted overwhelmingly in favour of drinks labelling.

Overall the strategy has much to commend it though it does not go far enough. It will help mitigate the effects of last year's Sale of Liquor Act.

Dr Viola Palmer
Chairperson

Ph 04 298 2952

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