Media release

Alcohol Industry self-regulation has failed

Alcohol Marketing and Young People: Time for a new policy agenda

AMA President, Dr Steve Hambleton, said today that alcohol industry self-regulation has failed and called on the Government to establish a Federal Inquiry into alcohol marketing in Australia.

Releasing a new AMA report – Alcohol Marketing and Young People: Time for a new policy agenda – Dr Hambleton said that alcohol marketing to young people was at an unprecedented level and was embracing new platforms, including social media, to lure teenagers and young adults into early and potentially harmful drinking patterns.

The Alcohol Marketing and Young People: Time for a new policy agenda report provides a comprehensive, contemporary overview of the methods, the tricks and the effects of alcohol marketing to young people.

“Alcohol marketing is a pervasive and dangerous presence in the lives of our young people,” Dr Hambleton said.

“Young people are starting to drink at an earlier age, and most drink in ways that put their health at risk.

“But the current voluntary industry-administered approach to marketing regulation has failed to stem the growth and impact of alcohol marketing in Australia.

“Our report examines the evidence base that links alcohol marketing to harmful drinking patterns among young people.

“We have surveyed the key features of contemporary alcohol marketing, reviewed the research literature on the effects of this marketing on young people, and concluded that there is a need for new and more robust policy responses.

“A key focus of the report is the growth and impact of digital marketing, including marketing through social networks such as Facebook, online video channels, interactive games, and mobile phone marketing.

“These forms of marketing often fly under the radar of regulators, policymakers, and the wider community, but have important implications for public policy and marketing regulations.

“Self-regulation by the alcohol industry has failed.  It is time for a proper inquiry into alcohol marketing and regulation, which exposes the failure of the current regime and proposes realistic and enforceable Government sanctions,” Dr Hambleton said.

The issues and themes raised in Alcohol Marketing and Young People: Time for a new policy agenda will be discussed by health experts, academics and politicians at the AMA National Summit on Alcohol Marketing to Young People at Parliament House in Canberra today.

The AMA report, Alcohol Marketing and Young People: Time for a new policy agenda, is at http://ama.com.au/alcohol-marketing-and-young-people

Alcohol Marketing and Young People: Time for a new policy agenda

Policy Options and Recommendations 

To address the adverse effects of alcohol marketing, a number of measures are recommended:

1.         The regulation of alcohol promotion should be statutory and independent of the alcohol and advertising industries.  Experience from within both Australia and overseas demonstrates that self-regulation is not the answer.

2.         The introduction of meaningful sanctions for serious or persistent non-compliance with marketing regulations.  Penalties should be commensurate with the size of the marketing budgets involved and the estimated exposure of children to the offending marketing messages.

3.         The sponsorship of sport by alcohol companies and brands should be prohibited.  Such sponsorship should be phased out, with organisations encouraged and assisted to source socially responsible alternative funding.

4.         Sponsorship by alcohol companies and brands should be prohibited at youth, cultural and musical events.

5.                   Regulations need to be sufficient in scope to cover all forms of marketing and promotion. Regulations need to be expanded to incorporate point-of-sale promotions, branded merchandise, and new media and digital marketing, including marketing through social media, viral campaigns, and the use of data collection and behavioural profiling. Regulations need to be sufficiently flexible to adapt to new and evolving digital marketing activities.

6.                   The amount spent annually on marketing by leading alcohol companies should be collected and publicly disclosed, including expenditure on social media, online video, mobile campaigns, events sponsorship and product placement.

7.         Given the cumulative effects of marketing, regulations need to limit the amount of alcohol marketing as well as its content.

8.         Continuing research is required that examines the extent and impact of online and digital marketing, and the effectiveness of different regulatory approaches to this form of marketing.

9.         Health promotion education addressing alcohol consumption needs to include a component that builds the critical literacy of young people.

10.        Options to develop a cross-border, international response to alcohol marketing should be pursued.  The Framework Convention of Tobacco Control provides an appropriate model for global governance to control alcohol marketing, and examples of possible standard-setting mechanisms including World Health Organisation regulations, ISO standards, and Codex Alimentarius Standards.

11.        Preventing alcohol marketing to young people needs to be part of a comprehensive and multifaceted strategy addressing alcohol-related harms among young people in Australia.

 


19 September 2012

 

CONTACT:         John Flannery                       02 6270 5477 / 0419 494 761

                       Kirsty Waterford                    02 6270 5464 / 0427 209 753

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