Alcohol Help

The 10th Plenary meeting of the European Alcohol and Health Forum (EAHF) took place on 26 April 2012 in Brussels. The topic of the forum was responsible marketing.

The session focused on responsible marketing started with a brief overview of ongoing activitiesand commitments to action under the Forum. Results from three studies financed from the EU Health Programme were then presented.

The HAPI consortium presented the outcomes of a study on trends and drivers of young people’s drinking habits and beverage preferences. The main preliminary conclusions are that alcoholic products do appeal to minors, and their marketing is appealing to minors. How the products are prepared, packaged and marketed, and their potential impact on minors does not depend to any significant degree on the product category, that is, whether the products are a ready-to-drink mixtures, high strength premixes, beers, wines, spirits or a ciders.

RAND Europe presented preliminary results from a study on young people’s exposure to alcohol advertising in audiovisual and online media. The study looked at audience data and advertising occurrence in top 10 TV channels in three EU countries. Analysis based on UK data suggests higher exposure of 10-15 yearolds to television alcohol advertising compared with adults aged over 24 years. Due to lack of access to more refined audience demographics, it was not possible to split the age group 16-24 years to take into account the 18-year minimum age applied to selling and serving alcohol.

The European Centre for Monitoring Alcohol Marketing presented results of the recently completed AMMIE project. Research looking at five EU countries indicates that in some cases large absolute numbers of 13-17 year-olds are reached by alcohol commercials placed in television programming whose audience composition meets the standard of minimum 70% adult viewership, endorsed by part of alcoholic beverage producers. Members called for easier access to data on advertising placement and audience demographics. Data is available from commercial sources but at high cost which seriously limits the scope for research. Once Forum members have studied the published reports, they may come back with more detailed observations.

The second part of the session focused on activities relating to self regulation of commercial

communications. The World Federation of Advertisers (WFA) presented the Responsible Marketing Pact, a commitment to action under the Alcohol and Health Forum. The Pact involves eight leading alcohol producers as signatories and, as associate partners, the trade organisations of the spirits, wine and beer sectors as well as advertisers and sponsorship associations. The aim is to develop common standards for audience composition (no alcohol advertising unless the share of adults is at least 70%), for marketing through social media and regarding content that appeals specifically to minors, to be applied across the wine, beer and spirits sectors and across the EU. The Responsible Marketing Pact is a panindustry response to Commissioner Dalli’s call for further action in responsible advertising, particularly as regards new media and the exposure of underage. Key points raised in the discussion, included the audience composition standard (70/30), appeal to young people, and how to further promote complaints’ mechanisms. WFA will consult Forum members around the standards to be applied on the issue of appeal to young people. The Commission will follow closely the development of this commitment and its implementation and will engage in further discussions in this respect.

Examples of work to strengthen self regulation already carried out across the alcohol sector (beer, wine and spirits) as well as plans for further work were also presented.

The Brewers of Europe described how the brewing sector is progressing beyond the implementation of the seven operational standards for commercial communication towards a broader approach. The Beer Pledge, a commitment under the Alcohol and Health Forum, will enhance responsible marketing through partnerships with digital and social media providers. The Pledge also involves consumer information and partnerships to tackle the misuse of alcohol.

Progress in the promotion of the Wine Communication Standards (WCS) introduced through the Wine in Moderation Programme was presented by the European Committee for Wine Enterprises (CEEV) and Susana Garcia from the Spanish Wine Federation. Further work aims at expanding the endorsement of the WCS by wine producers and among partners in the wider wine value chain.

The European Sprits Organisation (CEPS) and the European Forum for Responsible Drinking (EFRD) presented the spirits sector’s approach forfurther development of responsible marketing. The objective of the CEPS Roadmap 2015 is to rationalise national and company standards into a single reference document with special emphasis on digital and social media. The Roadmap also involves a commitment to deliver responsible drinking messages in all marketing communications. The practical application to social media was also discussed.

The Forum discussed with the guest European Policy Manger of FACEBOOK on how to implement restrictions to under age youth exposure to alcohol marketing. Facebook set out how age restrictions are implemented for advertising delivered through Facebook.

Eurocare, highlighted the need to ensure consumer awareness of the complaints mechanisms and invited alcohol advertisers to aim for a youth audience threshold below 30% in order to achieve a true protective effect.

Regulating social media advertising will remain on the agenda for Forum action. Issues raised in this context include age control, user generated content and user proliferation of advertising, and monitoring. Raising awareness about complains mechanism should be further pursued by SROs, but civil society has also an important role to play in this regard through advocacy.

EU STRATEGY EVALUATION The state of play regarding the external evaluation of the strategy was presented by the contractor (COWI Consortium). Next steps consist of indepth interviews which will feed into a final report in the autumn.

NEW MEMBER IN THE FORUM The European Medical Students’ Association (EMSA) was admitted as new member, which brings the Forum membership to 68.

The next plenary meeting of the European Alcohol and Health Forum will be held on 22 November 2012, followed by the Open Forum on 23 November 2012.

Eurocare
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Tel: +32 2 736 05 72

It cannot be left to the producers of a harmful product to decide how, when and where it will be marketed. Policy makers must not rely on self-regulation, but rather follow up through more statutory measures to protect the consumers.

Last week, major producers from the alcohol industry together with the World Federation of Advertising presented The Responsible Marketing Pact which scales up self-regulation[1]..

As a response, Civil Society Organisations with diverse backgrounds are now reminding policy makers at European and Member State level about the need for better regulation and co-regulation, and urge the European Commission and Member States officials not to jump on easy solutions in a new EU Alcohol Strategy 2013-2020.

“It cannot be left to the producers of a harmful product to decide how, when and where it will be marketed. Policy makers must not rely on self-regulation, but rather follow up through more statutory measures to protect the consumers. The content of this pact is basically the old ineffective measures of self-regulation in a new package. What we are witnessing are two powerful industries formally coming together to fight regulation- this is alarming”, says Mariann Skar, Secretary General of the European Alcohol Policy Alliance.

Not only the lack of effective regulation that reduces the volume of marketing is of great concern, but also the internal character of the self-regulatory system is problematic. “The very least the Commission should do is setting the standards for the self-regulation – and standards aimed at protecting health should be meaningful and drawn up in consultation with the health community, with a clear mandate for progression to more overt regulation (Loi Evin) when it becomes clear that the industry is not abiding by them“, says Dr Nick Sheron, the Royal College of Physicians (UK) representative to the EU Alcohol Forum.

A self-regulatory approach to alcohol marketing and health warning labels has recently been put forward as an important element in a new EU Alcohol Strategy[2] . However, self-regulation has proved not to fulfil its purpose. For example back in 2007 the UK Government tried a voluntary labelling scheme. Regrettably, the industry did not keep its own promises and only 15% complied[3] with the agreement they drafted themselves

“The alcohol industry has had more than a fair chance to prove self-regulation can work”, says Andrea Lavesson, President of Active – sobriety, friendship and peace. “Evidence shows that self-regulation does not work for protecting children and youth”.

Europe is still the heaviest drinking region in the world, and the problems arising from alcohol harm are not only matters for Member States alone, but need to be addressed at the EU level to be effectively solved.

Eurocare together with 28 European and national NGOs (see list below) call for European Commission and the governments to take concrete and binding decisions that will help us all to address the alcohol related harm in the new EU Alcohol Strategy.

Eurocare
96, Rue des Confédérés
B-1000 Brussels, Belgium

Tel: +32 2 736 05 72

Last week, major producers from the alcohol industry together with the World Federation of Advertising presented The Responsible Marketing Pact which scales up self-regulation1..

As a response, Civil Society Organisations with diverse backgrounds are now reminding policy makers at European and Member State level about the need for better regulation and co-regulation, and urge the European Commission and Member States officials not to jump on easy solutions in a new EU Alcohol Strategy 2013-2020.

“It cannot be left to the producers of a harmful product to decide how, when and where it will be marketed. Policy makers must not rely on self-regulation, but rather follow up through more statutory measures to protect the consumers. The content of this pact is basically the old ineffective measures of self-regulation in a new package. What we are witnessing are two powerful industries formally coming together to fight regulation- this is alarming”, says Mariann Skar, Secretary General of the European Alcohol Policy Alliance.

Not only the lack of effective regulation that reduces the volume of marketing is of great concern, but also the internal character of the self-regulatory system is problematic. “The very least the Commission should do is setting the standards for the self-regulation – and standards aimed at protecting health should be meaningful and drawn up in consultation with the health community, with a clear mandate for progression to more overt regulation (Loi Evin) when it becomes clear that the industry is not abiding by them“, says Dr Nick Sheron, the Royal College of Physicians (UK) representative to the EU Alcohol Forum.

A self-regulatory approach to alcohol marketing and health warning labels has recently been put forward as an important element in a new EU Alcohol Strategy2 . However, self-regulation has proved not to fulfil its purpose. For example back in 2007 the UK Government tried a voluntary labelling scheme. Regrettably, the industry did not keep its own promises and only 15% complied with the agreement they drafted themselves

“The alcohol industry has had more than a fair chance to prove self-regulation can work”, says Andrea Lavesson, President of Active – sobriety, friendship and peace. “Evidence shows that self- regulation does not work for protecting children and youth”.

Europe is still the heaviest drinking region in the world, and the problems arising from alcohol harm are not only matters for Member States alone, but need to be addressed at the EU level to be effectively solved.

Eurocare together with 28 European and national NGOs (see list below) call for European Commission and the governments to take concrete and binding decisions that will help us all to address the alcohol related harm in the new EU Alcohol Strategy.

Eurocare
96, Rue des Confédérés
B-1000 Brussels, Belgium

Tel: +32 2 736 05 72

The European Alcohol Policy Alliance (Eurocare) congratulates David Cameron and his government in their effort to combat alcohol related harm by introducing minimum pricing on alcoholic beverages and the ban on multi-buy discounts in supermarkets.

“England shows willingness to address the harm caused by alcohol, and should be seen as an example for other Members States as well as the European Commission”, says Mariann Skar, Secretary General in Eurocare. “Price is one of the most effective mechanisms to address alcohol consumption. However, price can also be addressed by increasing taxes on alcohol, which would in addition give important revenues to the country budget.”

England and Europe consume alcohol at excessive levels, some European countries are around 2.5 times higher than the global average (WHO 2009[i]). Alarmingly 43% of 15-16 year old European students report heavy binge drinking (ESPAD 2007[ii]) and alcohol is the single biggest cause of death among young men aged 16 to 24. Alcohol abuse is one of the 4 risk factors for developing NCDs such as cancer (which affects 1 in 3 Europeans) and cardiovascular disease.

“A comprehensive policy is needed to address the harm caused by alcohol, and price mechanisms are important in this context. Still, pricing alone would not be sufficient, and the minimum pricing needs support from other mechanisms in the follow up of the initiative”, says Mariann Skar.

Eurocare
96, Rue des Confédérés
B-1000 Brussels, Belgium

Tel: +32 2 736 05 72

“The more adolescents are exposed to films where characters consume large amounts of alcohol, the more they are likely to start drinking or progress to binge drinking” says the last BMJ Study on the impact of alcohol exposure in movies and in family settings. The results of the study echo previous studies and reinforce the need to increase efforts in alcohol exposure, notably for children and adolescents.

The British Medical Journal published the results of a study conducted with a group of 10-14 years old adolescents, in the US, over a 2 year period. The study aimed at looking at the impact of exposure to alcohol consumption and alcohol brands in movies as well as the importance of the familial environment in alcohol intake.

With an average 80% to 95% of movies portraying either alcohol use, in the majority of the cases in a positive way, or alcohol brand, exposure to alcohol in movies accounted for 28% of the alcohol onset and 20% of the binge drinking transitions.

Concerning the impact of the familial environment, i.e whether alcoholic drinks are available at home, whether parents drink or not, etc, the study concluded that it had an impact on adolescents’ likelihood to start drinking rather than increasing their consumption leading to binge drinking. Whether the onset begins at an early age or later also has an impact on the adolescents take up of the behaviour.

The results of the study echo previous studies and reinforces the need to increase efforts in prevention measures, notably in further restricting exposure to alcohol marketing (using even more sophisticated techniques) and exposure in movies. Family focused interventions would have more impact on alcohol onset.

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The Royal College of Physicians (RCP), together with the British Association for Sexual Health and HIV (BASHH), recently published the report “Alcohol and Sex: A Cocktail for Poor Sexual Health”

The report examines the relationship between alcohol and sex, where 82% of 16-30 year-olds in the UK drunk alcohol before sexual activity, and people aged 16-24 are among the highest consumers of alcohol and have the highest rates of sexually transmitted infections. The report gives an understanding of the links between alcohol and sex and the health implications this might lead to, and comes with suggestions how to tackle these issues.

Alcohol and sexual activity is clearly interlinked, and may lead to negative consequences, and the report states that 20% of white 14-15 year old girls report going ‘further than intended’ sexually when drunk. The report identifies different areas where alcohol and sex are linked; early alcohol use is linked with early sexual activity, alcohol affects the use of condoms among young people and alcohol and teenage pregnancy is linked. The relationship between alcohol and numbers of sexual partners and sexually transmitted infections together with the link between alcohol and sexual assaults is also explained.

The report argues that a multi-faceted strategy is needed to tackle these challenges, and calls for both targeted measures as well as wider-reaching population-based initiatives. The report stresses the need to see sexual health services as a key arena to intervene, since these services have an open access and attract young people. This makes it possible to both recognize and respond to alcohol misuse. However, the situation today is that alcohol is not incorporated in the routine practices.

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Tel: +32 2 736 05 72

The Council of the European Union has adopted conclusions on closing health gaps within the EU through concerted action to promote healthy lifestyle behaviours

The Conclusions are addressing alcohol as an important factor for health in the EU, and welcome the EU strategy to support Member States in reducing alcohol related harm. The conclusions recognise an EU alcohol strategy as an important step towards a comprehensive approach to tackle alcohol related harm at both EU and Member State levels. The conclusions also stress the link between health inequalities within and between Member States and harmful alcohol consumption. The conclusion further welcomes the outcomes from the expert meeting on alcohol, held in Poznan, Poland, in October this year.

The Council calls on Member States to continue and intensify the action on lifestyle behaviours, and allocate resources to health promotion and prevention activities. Furthermore, the Council calls on Member States and the European Commission to implement effective alcohol policies and programmes to address alcohol related harm, including exposure to alcohol advertising, information, early education and intervention to discourage harmful alcohol consumption.

Eurocare welcomes the Council Conclusions. Mariann Skar, Eurocare Secretary General, emphasises the importance of including alcohol when addressing health inequalities. “I am glad to see alcohol addressed in the Council Conclusions, and want to stress the recognized need for an EU Alcohol Strategy from the Member States. Eurocare would like to congratulate Poland with their important efforts as Presidency over the last six months to address alcohol related harm and is hoping that Denmark will follow up on actions to reduce burden of alcohol misuse not only on European health but also economy”.

Eurocare
96, Rue des Confédérés
B-1000 Brussels, Belgium
Tel: +32 2 736 05 72

On the 17th November, Member State representatives will meet at a critical meeting of the Committee on National Alcohol Policy and Action as the future of the EU Alcohol Strategy remains undecided.

77 Health and social NGOs from across Europe are therefore joining forces today to call on European governments and the European Commission to develop a Strategy for the European Union before the current initiative ends next year.

The European Union recently made firm commitments to tackle Non Communicable Diseases (NCDs) at the UN Summit on NCDs in September and a specific commitment to work on the main determinants of health. Alcohol is a health determinant like no other.

It is the second most avoidable health risk after tobacco and the world’s number one risk factor for ill-health and premature death amongst the 25-59 year old age group, a core of the working age population. Europe is the heaviest drinking region of the world.

Consumption levels in some European countries are around 2.5 times higher than the global average (WHO 2009). Alarmingly 43% of 15-16 year old European students report heavy binge drinking (ESPAD 2007) and alcohol is the single biggest cause of death among young men aged 16 to 24. Alcohol abuse is one of the 4 risk factors for developing NCDs such as cancer (which affects 1 in 3 Europeans) and cardiovascular disease.

‘Alcohol use is a problem across Europe which requires a comprehensive, targeted and action oriented response. The European Commission has an Alcohol Strategy which is due to come to a close next year, but Europe is still the heaviest drinking region in the world. It is our shared European problem that needs a collective solution’ emphasised Mariann Skar (European Alcohol Policy Alliance Secretary General)

Eurocare
European Alcohol Policy Alliance
96, Rue des Confédérés
B-1000 Brussels, Belgium
Tel: +32 2 736 05 72