New research by Noel and colleagues shows that violations of the content guidelines within self-regulated alcohol marketing codes are highly prevalent in certain media. Exposure to alcohol marketing, particularly among youth, is also prevalent. Taken together, the findings suggest that the current self-regulatory systems that govern alcohol marketing practices are not meeting their intended goal of protecting vulnerable populations. With governments relying increasingly upon the alcohol industry’s self-regulated marketing codes to restrict alcohol marketing activity, there is a need to summarize the findings of research relevant to alcohol marketing controls. This paper provides a systematic review of studies investigating the content of, and exposure to, alcohol marketing in relation to self-regulated guidelines. Reference: Jonathan K. Noel, Thomas F. Babor and Katherine Robaina, Industry self-regulation of alcohol marketing: a systematic review of content and exposure research, Addiction, (2016). DOI: 10.1111/add.13410 This article has been included in the EUCAM scientific publications database. The article can be downloaded in the Wiley Online Library.
Eurocare (European Alcohol Policy Alliance) wrote an open letter to the CEO of Carlsburg and the CEO of Olvi plc: "Why threaten the Estonia Government when they are trying to ensure you have healthy consumers?": In this letter, Eurocare asks Carlsberg and Olvi to reconsider their policy and instead of withdrawing their companies from Estonia if that government continues with their alcohol policy plans, congratulate Estonia Government for prioritising the health of its citizens. In the meanwhile, Estonia has indicated that alcohol policies will be one of the priorities during the Estonian EU Presidency. Ossinovski said on social media that EU Health Commissioner Vytenis Andriukaitis acknowledged Estonia's plans to toughen alcohol policy domestically during a meeting in Brussels. "We agreed that within the framework of the presidency, Estonia will put the focus on several Europe-wide topics of alcohol policy from online marketing to labeling of alcohol," the Estonian minister stated. To download the letter from Eurocare, please click here. For an overview of the current regulations on alcohol marketing in Estonia, please click here. Source: http://eurocare.org/library/updates/why_threaten_the_estonia_government_when_they_are_trying_to_ensure_you_have_healthy_consumers
New EUCAM Trend Report: “Heineken all over. An analysis of the youth friendly marketing strategy of Heineken” EUCAM has collected marketing materials from one of the world’s beer giants, the Dutch brewer Heineken to provide an overview of the integrated marketing strategy in the Netherlands. Heineken uses both traditional media and new media to a wide range of target groups, including marketing that is attractive to minors as well. To download the report, click here. Prestigious price for European longitudinal study on alcohol marketing exposure and alcohol use Avalon de Bruijn and Colleagues recently received a prestigious price for their European longitudinal research on alcohol marketing exposure and alcohol use: The 2016 President’s Award from the European Society for Prevention Research. This price has awarded for its “Outstanding Prevention Science Research” in 2016. AVMSD: ongoing lobby process in Brussels and the Netherlands The lobby process as part of the revision of the Audiovisual Media Services Directive – the only regulation for alcohol marketing on European level, is in full swing. In collaboration with 40 European health organisations, EUCAM has published a press release and the declaration ‘3 steps towards healthier marketing’. A Dutch press release has been published as well. Members of the European Parliament are being approached in order to present our vision and amendments. On 1 December, the successful event “AVMSD: What about our kids?” took place in the European Parliament. It is expected that voting rounds in the European Parliament will take place from January 2017. Upcoming research into alcohol marketing on social media and the EUCAM Monitoring App In 2017, EUCAM will conduct research into alcohol marketing on social media. Also, EUCAM is promoting it’s Monitoring App in order to provide insight in alcohol marketing activities in Europe and beyond. If your organisation is interested in joining the research on social media or using the EUCAM Monitoring App, please contact us at firstname.lastname@example.org Updated section on the EUCAM Website: Regulations on alcohol marketing The ‘Regulations on alcohol marketing’ section on the EUCAM website has been updated. The section contains extended information on statutory regulations and self-regulations on alcohol marketing in 30 European countries. Upcoming: global launch of several alcohol marketing publications In January 2017, several documents based upon the MAMPA (Monitoring Alcohol Marketing in Africa) project conducted by STAP, EUCAM and WHO AFRO will be launched. Stay tuned! Last but not least: the EUCAM team wishes you happy holidays and a healthy, fruitful 2017. Please click here if you want to subscribe for the EUCAM Newsletter. Please click here to download the EUCAM Newsletter - December 2016.
On basis of the evidence on the effectiveness of self-regulation, EPHA concluded that there is no justification for endorsing self-regulation as policy mechanism to deliver public health objectives. As follow-up to the event "Self-regulation: a false promise for public health?", held on 18 October 2016 in the European Parliament, EPHA (European Public Health Alliance) published a briefing paper addressing the evidence on the effectiveness of self-regulation for attaining health objectives. EPHA concludes that, based on available evidence, there is no justification for endorsing self-regulation as policy mechanism to deliver public health objectives. Voluntary commitments have not delivered the required breakthrough to improve public health outcomes in the area of alcohol harm and unhealthy diet. It is stated that evolving away from the use of self-regulation in public health policy would be a logical next step. It would help cut ambiguity, allow attention to focus on the most effective ways of dealing with societal challenges and allow a consistent approach to emerge towards the divergent roles and responsibilities of different stakeholders in the process. Download the briefing paper via this link. Event website
Avalon de Bruijn and Colleagues recently received a prestigious price for their European longitudinal research on alcohol marketing exposure and alcohol use: The 2016 President's Award from the European Society for Prevention Research. This price has been granted for the article "European longitudinal study on the relationship between adolescents’ alcohol marketing exposure and alcohol use", and has been awarded for its "Outstanding Prevention Science Research Paper" in 2016. This unique study examined the effect of alcohol marketing exposure on adolescents’ drinking in a cross-national context. There appeared to be a one-way effect of alcohol marketing exposure on adolescents’ alcohol use over time, which cannot be explained by either previous drinking or exposure to non alcohol-branded marketing. Reference: Avalon de Bruijn, Jacqueline Tanghe, Rebeccade Leeuw, Rutger Engels, Peter Anderson, Franca Beccaria, Micha ł Bujalski, Corrado Celata, Jordy Gosselt, Dirk Schreckenberg, Luiza Słodownik, Jördis Wothge & Wim van Dalen (2016). European longitudinal study on the relationship between adolescents’ alcohol marketing exposure and alcohol use. Addiction, doi:10.1111/add.13455. The article (full text) can be downloaded here.
Research suggest that YouTube music videos promote positive associations with alcohol use. In the study “F*ck It! Let’s Get to Drinking—Poison our Livers!”: a Thematic Analysis of Alcohol Content in Contemporary YouTube Music Videos, researchers examine and describe the portrayal of alcohol content in popular YouTube music videos. This study shows that several alcohol companies adopt marketing strategies in the video medium that are entirely inconsistent with their own or other agreed advertising codes of practice.It is concluded that, as a harm reduction measure, policies should change to prevent adolescent exposure to the positive promotion of alcohol and alcohol branding in music videos. The analysis found that alcohol content was associated with sexualised imagery or lyrics and the objectification of women. Also, alcohol was associated with image, lifestyle and sociability. Finally, some videos showed alcohol overtly encouraging excessive drinking and drunkenness, including those containing branding, with no negative consequences to the drinker. The study builds upon previous research (see this and this link) that showed that popular YouTube music videos are watched by a large number of British adolescents, particularly girls, and include signiﬁcant tobacco and alcohol content, including branding. This study has been included in the scientific publications database of EUCAM that can be accessed via this link.
In April 2016, EUCAM filed a complaint against a radio-commercial from the supermarket chain "Jumbo" for alcoholic drinks, that has been broadcasted multiple times at NPO Radio 1 between 06:00 and 21:00. The Dutch Media Authority warned this radio channel for their breach of the Dutch Media Law. The Dutch Media Wet 2008 (Media Law) stipulates that there is ban in place for advertising alcoholic beverages between 06:00 and 21:00 (see also this page for more information on alcohol marketing regulations in the Netherlands: http://eucam.info/regulations-on-alcohol-marketing/netherlands/) The Dutch Commissariaat voor de Media (Media Authority), that upholds the rules which are formulated in the Dutch Media Act, has asked the media-institution NPO Radio 1 to adhere to the rules to protect minors from exposure to marketing for alcoholic beverages. The Dutch Media Authority has given NPO Radio 1 a warning as a result of their breach of the Media Law.
In 2017, the European marketing Directive will be revised - the only European legislation in the area of alcohol marketing. EUCAM (European Centre for Monitoring Alcohol Marketing) and the Dutch Institute for Alcohol Policy STAP believe that the Dutch government has to grasp this once in a decade opportunity. EUCAM and STAP believe that the Dutch government has to grasp this unique opportunity to strengthen the rules on alcoholmarketing, to ensure that the Directive offers better guarantees for protecting youth from the harmful effects of alcohol marketing. Up until now, the Dutch government has taken the position that it favors the liberalization of the current rules on advertising, product placement and sponsoring, which will lead to less protection for youth from alcohol marketing. For the press release (in Dutch), click here. For the Alcohol manifesto (in Dutch), click here. For an earlier press release that has been published with 40 European health organisations (in English), click here. For the declaration "3 steps towards healthier marketing" (in English), click here.
The Scotch Whisky Association has applied to appeal in the UK Supreme Court against minimum pricing for alcohol in Scotland. Scotland's alcohol camapigners criticise arrogant Scotch Whisky Association for appealing minimum pricing.The Court of Session ruled against the group in October after a lengthy legal challenge against the policy, which would set a minimum unit price of 50p. But the SWA said it had a "strong view that minimum pricing is incompatible with EU law" and would appeal further.