'Stick to the facts': Alcohol Concern call for tougher regulation on alcohol advertising

Alcohol Concern have called for a major shake up of the alcohol advertising regulation framework to achieve a better balance between public health concerns and commercial freedoms.

The 'Stick to the facts' report says advertising creates social norms around alcohol and promotes the normalisation of drinking in society. Exposure to alcohol marketing is linked to consumption, particularly in the under 18's. In light of the growing body of evidence, Alcohol Concern argue that a sensible policy response is needed and call for a ban on advertising at all sporting, cultural and music events.

Young people involved in YAAC (Youth Alcohol Advertising Council) reported minors are exposed to content which appeals to them, particularly via social media, and how advertisers make associations with prohibited themes despite the current regulations. The report also claims that alcohol advertisers are exploiting weak rules, particularly around digital and internet advertising.

Alcohol Concern report that children and young people in the UK aged 10-15 years are exposed to significantly more alcohol adverts than before. Just recently several TV companies were warned for breaching existing regulations. They also re-iterate concerns also voiced by other public health bodies; in 2011 a campaign by Balance warned how the alcohol industry targeted young people with ads which make drinkers appear popular, successful and attractive. Opponents might point out overall alcohol use by 10-15 years has reportedly been falling since 2003.

Alcohol Concern say that self-regulation by the alcohol industry is insufficient, and that regulation needs to be independent of industry influence. They call for greater restrictions on the content and channels of alcohol promotion which would reduce the appeal and exposure to underage audiences. They promote a model that draws on the principles of France’s Loi Evin which has much tighter controls.

There are 5 policy recommendations made in the report:

1. Only advertise product characteristics 
2. Statutory and independent regulation
3. Meaningful sanctions
4. Prohibit sponsorship of sporting, cultural and musical events
5. Restrict cinema advertising

EUCAM gave a luke warm welcome in 2012 to self-regulation proposals for alcohol advertising across the EU. Further APUK reports on alcohol advertising and regulation can be found here. See here for a Points blog piece on alcohol marketing by Dr James Nichols.