The Role of Advertising in Responsible Alcohol Consumption Mary Lambkin Professor of Marketing

1. The Role of Advertising in Responsible Alcohol Consumption Mary Lambkin Professor of Marketing University College Dublin Chairman CCCI MEAS CONFERENCE NCI October 1, 2003

2. OUTLINE • Role of Advertising in Alcohol Consumption • Review of Policy Initiatives • ASAI new tighter codes – April 2002 • Industry response – Creation of CCCI

3. € 1. Government 42,901,112 2. Vodafone 16,966,127 3. Procter & Gamble 16,521,877 4. Guinness UDV 15,913,150 5. Eircom 10,359,536 6. Showerings 8,287,795 7. Lidl 7,899,246 8. 02 7,534,895 9. Murphy Brewery 6,816,466 10. Sherry Fitzgerald 6,761,757 TOP ADVERTISERS 2002 Source: Medialive

4. ASAI COMPLAINTS 2002 % Computers/Telecommunications 14 Food & beverages 13 Publishing 10 Health & Beauty 9 Household 9 Travel/Holidays 8 Alcohol 7 Leisure 6 Motoring 4 All others (10 categories) 20

5. ALCOHOL POLICY MEASURES • SUPPLY • Availability • Penalties • Communication • Demographics • Economics • Attitudes DEMAND

6. Policy Measure Proven High Effectiveness Proved Effectiveness Some Effect No Effect Regulate Physical Availability • Minimum drinking age • Alcohol control enforcement • Server Liability • Limited hours & days of sale • Government run retail stores • Server training and tavern mgt policies • Limited number of sale outlets • Voluntary code of bar practice Drink-driving Counter Measures • Lower BAL • Random breath testing • Immediate License Suspension • Zero BAL for young drivers Taxation • Increased Taxes Alcohol Promotions • Banning advertising • Advertising content regulations • Warning labels Community Action Approach • Community mobilisation Education & Persuasion • Alcohol education in schools Promoting Alternatives • Alcohol-free activities ALCOHOL POLICY EFFECTIVENESS Source: Robin Room, Conference Paper, Alcohol Policy: A Public Health perspective, Dublin Castle, Ireland,November 20, 2001

7. APPROVED Reference No.________________ THE MEDIA’S ROLE No Advertisement to appear without approval stamp and reference number from June 1st 2003

8. THE MISSION STATEMENT “To provide responsible advice for advertisers and their advertising agencies on the interpretation of the Ministerial Code and the Code of Advertising Standards for Ireland and to ensure that completed alcohol advertisements conform to the codes both in letter and spirit”

9. THE INTERPRETATIVE ENVIRONMENT ASAI Codes Ministerial Code

10. THE SPECIFIC TEXT • 15(a) Ministerial Code “Alcoholic drink advertising must not encourage young people or other non-drinkers to begin drinking – it must be cast towards brand selling and identification only” • 15(b) “This code recognises a voluntary code whereby spirit based alcoholic drinks (i.e. whiskey, gin, vodka, brandy etc.) are not advertised on radio or television. The code is framed on the assumption that this situation will continue” • 15(c) “This code will apply to all other alcoholic drinks, i.e., beers, wines, sherries, fortified wines, vermouths, liqueurs, etc.”

11. RTD ALCOHOL PRODUCTS “From June 1st 2003, no RTD Alcohol Advertising on Broadcast Media”

12. (a) Should not imply that it can improve physical performance (b) Should not imply that drinking can contribute to social or business success or distinction or that those who do not drink are less likely to be acceptable or successful than those who do (c) Should not suggest that any drink can contribute towards sexual success or make the drinker more attractive to the opposite sex by word or allusion (d) Should not portray drinking as a challenge nor should it be suggested that those who drink are brave or daring (e) Should not link in any way the consumption of alcohol to aggressive or anti-social behaviour THE SPECIFIC TEXT ASAI Code 6.2 Social Dimension “An advertisement may refer to the social dimension or refreshing attributes of a drink but…………………” (b) Should not imply that drinking can contribute to social or business success or distinction or that those who do not drink are less likely to be acceptable or successful than those who do

13. (a) Anyone depicted in an alcohol advertisement should be over twenty-five and should appear to be over twenty-five (b) Treatments that are likely to appeal to minors should not be used. Advertisements should not feature characters (real or fictitious), motifs, colours or styles that are likely to appeal particularly to minors in a way that would encourage them to drink (c) Alcohol advertising should not be placed in media primarily intended for minors. Advertisers should take account of the age profile so that advertisements are communicated, so far as it is possible, to adults THE SPECIFIC TEXT ASAI Code • 6.4 Young People “Advertisements should not be directed at minors (those under 18 years of age) or in any way encourage them to start drinking. Accordingly…………………” (a) Anyone depicted in an alcohol advertisement should be over twenty-five and should appear to be over twenty-five

14. Client Submits Script / accompanying form Approved & Coded Consultation if required Revise or Appeal Returned to Agency Rejected Agency to Media Final version to CCCI Returned to Agency Final approval & number HOW IT WORKS…

15. THE APPEALS PROCESS… • Independent Appeals Board • Submission in writing • Formal presentation (if desired) • Final Decision

16. THE WORK • Operating since February 2003 • 1067 ads to end July • All media • Rejected c. 130

17. MONITORING BODY • Monitoring Body to be established • Review adherence to codes • Comment on marketing issues generally • Minister reassured on content • Placement still an issue

18. THE FUTURE OF THE CODE Developing clarity for the future What is a round of drinks? How many people drinking? Placement (media)