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How to evaluate the effectiveness of alcohol advertising regulations? Wim van Dalen & Avalon de Bruijn; 2011 FASE – Focus on Alcohol Safe Environments Alcohol and the workplace Safe drinking environments Alcohol marketing regulations To reduces the harm done by alcohol to the economy To create safer drinking environments To reduce the harmful influences of alcohol marketing on youngsters German Centre for Addiction Issues (DHS) LJMU (Liverpool John Moores University) Dutch institute for alcohol policy (STAP) Project process (1) literature study Results of literature searches in search engines n=7,634 Results of literature searches on relevant websites Search in reference lists of articles n=28 n=38 Excluded/duplicates after checking title and abstract Close reading n=7,412 n=288 Not available N=19 Relevant for inclusion in text n=110 Publication in peer reviewed journal Publication by scholar not in peer reviewed journal n=55 Publication by government organization n=14 n=23 Publication by non-economic NGO n=9 Publication by economic operator n=9 Project process (1) literature study • • • Aim: To provide a tool to examine the alcohol marketing regulation’s potential effectiveness. The expected influence on drinking behaviour of children and adolescents is crucial here. Inventory on alcohol marketing regulations in 23 EU countries following the framework Selection of case studies as examples for effective alcohol marketing regulations in Denmark, Italy, Poland, UK, the Netherlands and Norway FASE project delivered Evidence based criteria to evaluate alcohol marketing regulations: The code of the regulation Code (general) Size volume restrictions Size content restrictions Participation youth in regulations Evidence-based criteria Distinguished in volume and content restrictions (see below) Contribute substantially to the total volume of alcohol advertising No significant substitution effects Address all elements content Limit advertisements that are appealing to youngsters Evaluated according to young peoples’ perception Supporting regulatory system Regulation embedded in regulatory context no conflicting regulations on the supra-national or national level Availability legal back stop Commitment stakeholders Commitment of all stakeholders (Policymakers + civil society + industry related stakeholders) Transparency Available provisions of information to the public at every stage of the regulation process Pre-screening system Obligatory Pre-screening system for all marketing types Complaint system Effective complaint system (Easy access + support from the public) Composition advertising committee Independent jury Sanctions Substantial sanctions (act as deterrent) Monitoring Monitoring Independent from commercial interests Monitoring Routinely & Systematically Include also “unmeasured” types Availability Marketing data to third parties Coverage Code covers entire range of alcohol marketing practices Flexibility Code should be updated regularly How does this relate to alcohol marketing policies in Europe? law country: regulation number: Kind of regulation: self regulation Volume restrictions Coverage - traditional media Coverage - new media (sponsoring, promotional items, csr, direct marketing, internet) Is there a ban? Time, place, beverage, media Content restrictions Coverage - traditional media Coverage - new media (sponsoring, promotional items, csr, direct marketing, internet) Protection youth - limit appealing ads Supporting regulatory system Conflicting regulations on the European or national level? Commitment all relevant stakeholders Public availability of complaining proces and outcomes Pre-screening mandatory and binding complaint system - can everyone file complaint? complaint system - Independent jury? complaint system - substantial sanctions Monitoring indepently and systematically Flexibility - regular update of code Au BE BU CZ DK ES FI FR GE IC IR IT LA LI NL NO PL PO RO SL SP SP Content restrictions in Europe: Volume restrictions in Europe: • We know which elements are essential to include in alcohol advertising regulations, but to which extent do we evaluate existing alcohol marketing regulations within this framework? Conclusions: • It is feasible to evaluate existing regulations with evidence-based criteria; • There is a broad variety in strength of content/volume restrictions and strength of existing regulations in Europe; • SR has more content restrictions; Legislation has more volume restrictions; Some results of the AMMIE project Volume exposure of young people to alcohol advertising on TV • • • • Bulgaria, Denmark, Germany, Italy, the Netherlands 3 channels most watched by young people (13-17 years old) May and October 2010 Delivered by Nielsen Media Current regulations • Time restrictions – Italy (restrictions from 16.00-19.00h) – Netherlands (completely banned from 06.00-21.00h) • Product restrictions – Bulgaria (spirits on TV restricted) • – – – – 30% threshold – max. 30% of the audience can exist of minors SR in Netherlands (25%) Since November 2010 Bulgaria (30%) since 15 October 2010 Denmark (30%) Monitored by EFRD in Europe Exposure to alcohol marketing (1) Number of exposures* per age group (three channels, two months) # exposures to all (aged 4+) # exposures to youth (aged 13-17**) Bulgaria 553.534.976 19.054.488 Denmark 157.195.578 9.018.417 Germany 6.992.430.000 414.470.000 Italy 2.845.272.716 120.238.120 623.889.177 37.490.765 Netherlands Source: Nielsen media *Number of time á person from this age group saw án advertisement Exposure to alcohol marketing (2) Average number of alcohol commercials seen per person (3 channels, 2 months) # of ads seen by all (aged 4+) # of as seen by aged 13-17 Bulgaria 76,4 46,8 Denmark 29,4 21,9 Germany 97,5 95,7* Italy 49,6 41,9 Netherlands 41,2 31,6 Source: nielsen media research Average numbers: number of exposures / number of persons in age group *Young people aged 13-17 in Germany see at least 1,5 commercials a day (3 channels, two months) 30% threshold, protecting youngsters? • Adopted from US were 30% of population is <21 years old • In EU-27 17,9% is below 18 years old (Eurostat, 2010) • Exposure of 30% -> overexposing minors! More protective proportional standard -> taking into account at risk group (1) • At risk group: 13-17 ▫ At risk for starting to drink ▫ More aware of alcohol advertising than < 13 year olds ▫ More exposure to alcohol advertising Exposed to 2/3 of all advertising seen by minors ◦ (Jernigan & Ross, 2010) -> truly protective proportional standard would be 5,5% (EU-27) • 5,5% of EU-27 population is aged 13-17 (Eurostat, 2010) • Should be adjusted to country population • Supported by: health organisations, scientists and state attorneys (US): CAMY (2005), Jernigan & Ross (2010), National Research Council (2004), Institute of medicine (2004), Federal Trade Committee (2006). Recommendations 1. Proportional standard – prevents overexposure – Should consider at risk population (13-17 year olds) – EU-27 -> 5,5% of audience 2. Time ban – Prevents exposure of large numbers of young people – Easy to monitor – At least 06.00 - 23.00h recommended Thank you for your attention!