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A. Wettlaufer, S. Cukier, N. Giesbrecht CPHA, Toronto, May 28 th , 2014

Rating the provinces: An inter-provincial comparison of alcohol marketing and alcohol warning messaging in Canada. A. Wettlaufer, S. Cukier, N. Giesbrecht CPHA, Toronto, May 28 th , 2014. Presentation Overview. Background WHO reports Marketing results Warning message results

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A. Wettlaufer, S. Cukier, N. Giesbrecht CPHA, Toronto, May 28 th , 2014

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  1. Rating the provinces: An inter-provincial comparison of alcohol marketing and alcohol warning messaging in Canada A. Wettlaufer, S. Cukier, N. Giesbrecht CPHA, Toronto, May 28th, 2014

  2. Presentation Overview Background WHO reports Marketing results Warning message results Recent developments Recommendations

  3. Background- Alcohol Marketing Exposure to alcohol marketing, especially among youth is extensive. Youth exposure linked with earlier initiation and/or increased drinking Reinforces positive attitudes about the effects of alcohol and drinking The effects on certain high-risk groups, such as individuals in recovery and at-risk for relapse, are unknown.

  4. Background Warning Messages • Comparatively very little counter messaging • Canadians are unaware of some of the risks associated with alcohol use • 2/3 Canadians not aware that they can lower their risk of cancer by reducing their alcohol intake (Canadian Partnership Against Cancer, 2011) • Warning messages promote conversations and reduce some high risk behaviours

  5. A Comprehensive Approach

  6. WHO 2010 Global Alcohol Strategy Reduce the impact of marketing, particularly on young people and adolescents • Regulate content and all forms of marketing • Develop effective systems of surveillance • Set up effective deterrence systems Leadership, awareness and commitment • Broad access to information and effective education campaigns about the full range of alcohol related harms • Raise awareness of harms to others from caused by alcohol

  7. Alcohol advertising and marketing policy scores Indicators: Comprehensive provincial marketing regulations content, placement, volume, sponsorship Powers and system to enforce alcohol marketing regulations Focus of the liquor boards’ websites Top ranking Middle ranking Bottom ranking Average score

  8. Alcohol advertising and marketing policies Promising practices • NB and NL place limitations on the volume of ads • There are a number of restrictions on advertising price (e.g. no “happy hours” or 2 for 1 deals) Areas for improvement • Stronger penalties for violations are needed (PEI, ON) and some provinces lack enforcement powers all together (NL) • Greater restrictions on sponsorship are needed (ON, NS, PEI) especially on sponsorship targeting younger populations i.e. scholarships and scholastic prizes.

  9. Warning Labels & Signs Policy Scores Indicators: • Status of warnings (labels and signs) • Quality of warning messages (labels and signs) Top ranking Middle ranking Bottom ranking Average score

  10. Warning Message Policies Promising practices • ON has mandatory warning signs re: risks associated with alcohol use during pregnancy. • The majority of provinces have an ‘in-house’ policy requiring warning signs be posted at least in off-premise outlets. Areas for improvement • No province has implemented mandatory warning labels on alcohol containers or packaging. • The quality of warning messages was often poor (vague messages with references to a limited range of health concerns- no references made to the risks of chronic diseases)

  11. Warning sign messaging across the provinces

  12. WHO 2014- Global Status report on Alcohol and Health

  13. Recent Developments • Alberta requires alcohol and pregnancy warning messages at all points-of-sale • Halifax Region requires alcohol sponsored events to be physically separated from family oriented events and to incorporate responsible consumption and safe trip home messages • NASAC looking at recommendations around voluntary standard drink labeling (informational label)

  14. Recommendations for next steps • Implement volume restrictions on ads • Regulate all forms of direct and indirect marketing • Strengthen quality and breadth of warning messages • Make warning messaging mandatory • Coordinated approach • Federal, provincial, municipal

  15. Questions? Ashley Wettlaufer Research Coordinator, Centre for Addiction and Mental Health ashley.wettlaufer@camh.ca Acknowledgement: This project was funded by the Canadian Institutes of Health Research and with in-kind support from the investigators’ institutions

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