Stricter controls on alcohol marketing on the horizon

On 23 March, the Government published its Alcohol Strategy setting out wide-ranging proposals intended to address issues of problem drinking, especially among young people.

There is a focus on pricing issues in the strategy document but there are also recommendations that will have an impact on advertising and marketing –although we understand that some of the more concerning proposals have been removed or watered down. On a positive note, the Government does recognise industry self-regulatory efforts and initiatives, both from the manufacturers and retailers of alcohol.

The key points relating to alcohol advertising and marketing are:

1. A proposed ban on multi-buy promotions

2. The Strategy document says that “there is a link between advertising and people’s alcohol consumption, particularly those under the age of 18”, but makes clear that they have “not seen evidence demonstrating that a ban is a proportionate response but we are determined to minimise the harmful effects of alcohol advertising”

3. It is positive about the industry’s self-regulatory work and the Alcohol Responsibility Deal, referencing steps industry is already taking including the: “actions on advertising, including not putting adverts near schools”. It does state that the Responsibility Deal process must continue

4. It suggests that the existing controls (ASA, Portman Group, etc) have the ability to address the problems associated with advertising alcohol but states that the system depends on people being aware of the controls and how they can complain

5. While recognising the current rules that already restrict ads being targeted around children’s media, the Strategy states that there is concern about adverts being shown in a context which will have ‘a particular appeal’ to people aged under 18

6. There is a focus on how the emergence of new media channels (online, particularly social media) have created issues as to how to minimise young people’s interaction with alcohol marketing

7. The Government will work with the ASA and Ofcom to examine ways to ensure that adverts promoting alcohol are not shown during programmes of high appeal to young people

8. The Government will work with the ASA to ensure the full and vigorous application of ASA powers to online and social media and work with industry to develop a scheme to verify people’s actual ages, which will apply to alcohol company websites and associated social media.

Other recommendations of interest include Government plans to:

1. Work with the Portman Group to ensure that where unacceptable marketing does occur, it results in the removal of offending brands from retailers

2. Work with industry and other relevant bodies to help raise public awareness of the controls and encourage public feedback

3. Work with the ASA and other relevant bodies to look at the rules and incentives that might inhibit the promotion of lower strength alcohol products

4. Continue to work through the Responsibility Deal to support the alcohol industry to market, advertise and sell their products in a responsible way and deliver the core commitment to “foster a culture of responsible drinking, which will help people to drink within guidelines.

5. Shortly after the Alcohol Strategy was published, the House of Commons Select Committee on Health announced its own inquiry into the Government’s proposals, and, in particular, will look at:

6. Establishing who is responsible within Government for alcohol policy in general, policy coordination across Whitehall and the extent to which the Department of Health should take a leading role

7. The coordination of policy across the UK with the devolved administrations, and the impact of pursuing different approaches to alcohol

8. The role of the alcohol industry in addressing alcohol-related health problems, including the Responsibility Deal, Drinkaware and the role of the Portman Group

9. The evidence base for, and economic impact of, introducing a fixed price per unit of alcohol of 40p, including the impacts on moderate and harmful drinkers; evidence/arguments for setting a different unit price; the legal complexities of introducing fixed pricing

10. The effects of marketing on alcohol consumption, particularly in relation to children and young people

11. International evidence of the most effective interventions for reducing consumption of alcohol and evidence of any successful programmes to reduce harmful drinking, such as:

12. Public health interventions such as education and information

13. Reducing the strength of alcoholic beverages; raising the legal drinking age; and the introduction of plain packaging and marketing bans.

The suggestion that plain packaging for alcohol might be considered is a concern (although this is not mentioned in the Government’s Alcohol Strategy itself).

The DMA is working in partnership with the Advertising Association on a response to the particular points concerning the marketing of alcohol.

Contact Caroline Roberts, 020 7291 3346.