Findings suggest that code violations of the IARD Guiding Principles were prevalent in the four types of media sampled during the MAMPA project in the seven countries. The data were gathered by the Dutch Institute for Alcohol Policy STAP.
It is interesting to note that the country with the fewest marketing materials recorded (n = 4) was The Gambia, which is a Muslim country with a ban on most forms of advertising. Despite the limitations of the prior MAMPA project and the current re-analysis, this research establishes a basis for a monitoring and regulating alcohol advertising in African countries. The methodology offers a systematic way to evaluate media advertisements of alcoholic beverages to determine whether their contents comply with generally accepted guidelines for responsible advertising practices.
Based on the evidence described above, governments and policymakers should give serious consideration to the key messages emerging from the Consultative meeting on addressing alcohol marketing in the African Region (WHO, 2012) and from the PAHO Expert Meeting on Alcohol Marketing Regulation (PAHO, 2016), which are consistent with the well-documented premise that alcohol is not an ordinary commodity (Babor et al., 2010) and should not be marketed as such.
These findings provide evidence of violations in the seven countries studied and the need for systematic surveillance of alcoholic beverage marketing to protect vulnerable populations such as youth, who may already be experiencing problems related to their alcohol use.
Our secondary analysis of the original MAMPA marketing data confirms the conclusions of the original MAMPA report, in that it provides strong evidence of code violations in all media evaluated, and suggests that exposure to potentially harmful alcohol marketing content is widespread in six of the seven countries studied. These reports also raise questions about the effectiveness of current industry efforts to regulate alcohol marketing
IARD: International Alliance for Responsible Drinking
If you want to know more about the evaluation you can read the documents here:
Dear Ministers, The signatories to this letter would like to present suggestions to the ongoing negotiations on the Audiovisual Media Services Directive (AVMSD) relating to commercial communications. Obesity and alcohol consumption are major causes of preventable ill-health and early death. Currently, over half of EU citizens are overweight or obese and Europe’s prevalence rate for …Read More →
In the first part of this series we looked at how little legislation regulating alcohol advertising there is, and how the industry has been left to regulate itself. Muhammad Zakaria Suleman asks whether self-regulation is enough or whether alcohol advertising should be banned. The public health sector monitors the effect and burden alcohol has …Read More →
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SECOND ANNOUNCEMENT, INCLUDING THE SPEAKERS Alcohol Action Ireland and the European Alcohol Policy Alliance are pleased to announce that the European Commissioner for Health, Vytenis Andriukaitis and Deputy Marcella Corcoran Kennedy TD, Ireland’s Minister for Health Promotion, are confirmed to speak at the event. They will be joined by …Read More →
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A new report highlights how alcohol producers worked to circumvent legislation designed to protect children during the UEFA Euro 2016 football tournament. Researchers at the Institute for Social Marketing, University of Stirling, found over 100 alcohol marketing references per televised match programme in three countries – France, the UK and Ireland. Most marketing appeared in …Read More →
Members of the European Parliament (MEP) in the Committee on Culture and Education (CULT) have yesterday on April 25, voted on the draft report by Sabine Verheyen and Petra Kammerevert on Coordination of certain provisions laid down by law, regulation or administrative action in Member States concerning the provision of audio-visual media services in view …Read More →
Children should have the same protection whether they are watching TV, a web-shared video or a web-streamed film, said committee MEPs on Tuesday. Culture Committee MEPs advocated tightening up the child protection provisions of EU rules on audiovisual media services and also those on advertising and promoting European audiovisual works. Their ideas still need to …Read More →
A new report has exposed the Australian alcohol industry’s heavy reliance on risky drinkers, with over 3.8 million Aussies averaging more than four standard drinks of alcohol a day, twice the recommended health guidelines. Targeted by the alcohol industry and branded ‘super consumers’, the industry’s best customers represent just 20 per cent of Australians aged …Read More →