Post on 01-Apr-2015
EuropeanCommission
Protecting teens from the impact of alcohol marketing:
the EU Alcohol Strategy
Dr. Pieter de Coninck
Unit Health Determinants (C4)
DG Health and Consumers
European Commission
Seminar “Under the Influence”
Brussels, European Parliament 21 June 2011
EuropeanCommission
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Council Recommendation
alcohol and young people (2001)
Concerns about drinking trends among adolescents
Need for improved research of causes, nature and scale of the problems, caused by juvenile alcohol consumption
“Self-regulation of advertising for alcoholic beverages […] can play an important role with regard to the protection of children and adolescents from alcohol-related harm. Youth organisations could also make an important contribution in this context.”
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Council Recommendation alcohol and young people (2001)
THEREFORE (i.a.): MS should, together with economic
operators and relevant NGOs, establish effective mechanisms to ensure that: Producers do not produce alcoholic
beverages specifically targeted at children and adolescents;
Alcoholic beverages are not designed or promoted to appeal to children and adolescents.
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Council Recommendation alcohol and young people (2001)
THE COMMISSION INVITED (i.a.) to: support the MS in their efforts to
implement these recommendations, especially by collecting and providing and relevant comparable data
ensure in this context a continuous, constructive and structured dialogue with all interested parties
Make full use of all Community policies […] to address the matters covered in this recommendation.
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Council Conclusionsof 5 June 2001
THE COMMISSION INVITED TO: Put forward proposals for a comprehensive
Community strategy aimed at reducing alcohol-related harm, which shall complement national policies and set out a timetable for the different actions.
24 October 2006: Commission Communication, “An EU strategy to support MS in reducing alcohol related harm”
EuropeanCommission
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SANCO Round Table onAdvertising Self-Regulation
Convened in 2005-2006 under chairmanship of DG SANCO
Participants included among others the European Advertising Standards Alliance (EASA), Eurocare, and the European Public Health Alliance (EPHA)
July 2006: “Self-Regulation in the EU Advertising Sector: A report of some discussion among interested parties”
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Defining a best practice model in advertising S-R
Effectiveness: establishing and publishing performance objectives, good procedures for submitting and handling of complaints, setting standards for training advertising staff, effective sanctions for non-compliance
Independence: openness and transparency, effective contribution of other stakeholders, adjudication bodies should be composed of a substantial proportion of independent persons
Coverage: not only ‘pure advertising’ but all other form of marketing communication, monitoring new trends (“e.g. buzz marketing”) that may escape SR
Funding: strong political support for industry voluntary funding is desirable
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EU Alcohol Strategy
“A comprehensive strategy to reduce alcohol-related harm in Europe until the end of 2012”
No intention “to propose the development of harmonised legislation in the field of the prevention of alcohol-related harm”
No intention “to substitute Community action to national policies”
Five priority themes, which are relevant in all MS and for which Community action in complement to national policies and coordination of national actions has an added value
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§ 6.3.3. of EU Alcohol Strategy:Commercial communication
Certain aspects already regulated by Community law
In addition: increasing clarity regarding S-R best practice
Commission services will work with stakeholders to create sustained momentum for cooperation on responsible marketing and sales
Aim is to support EU and MS actions to prevent irresponsible marketing
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Implementing the EU Alcohol Strategy
Work across EU policies
Cooperation with Member States
Platform to mobilise action by stakeholders
European Alcohol and Health Forum
Committee onNational Alcohol
Policy and Action
Member States
Work across other policies
▪transport▪youth
▪information society▪research
▪employment▪taxation
▪dedicated committee Alcohol data collection
▪cooperation with WHO
EU Health Programme
Science GroupScience Group
Plenary meetings
Task ForcesTask Forces
Open ForumOpen Forum
▪tendered studies
▪conferences
▪projects
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EAHF Task Force on Marketing Communication
Tasks as defined in Forum Charter:
Examine best practice actions aimed at promoting responsibility in marketing, and preventing irresponsible marketing;
Examine and build upon the report of the SANCO Advertising Round Table;
Examine trends in product development, product placement, sales promotions and other forms of marketing, and trends in alcohol advertising and sponsorship;
Make any appropriate recommendations to the Forum.
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Results
Six meetings between December 2007 and June 2009
Three mapping reports prepared by the Institute of Social Marketing (ISM), a collaboration between the University of Stirling and the Open University:
Self-Regulation Targeting Youth Social Marketing
Special workshop in Stockholm on 22 September 2009
Chair’s report to EAHF plenary in November 2009
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2009 opinion of the EAHF Science Group
“Does marketing communication impact on the volume and patterns of consumption of alcoholic beverages, especially by young people? - a review of longitudinal studies”
Based on review of 13 longitudinal studies the SG concluded “that alcohol marketing increases the likelihood that adolescents will start to use alcohol and to drink more if they are already using alcohol.”
“When reading this scientific opinion, it should be remembered that only a small part of the marketing mix has been analysed and reported.”
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Other relevant activities
About 50 Forum commitments Work of the Marketing Task Force discussed
in Forum plenary meetings Recent progress: voluntary codes being
extended to alcohol marketing in digital space
Funding of projects under the EU Health Programme: ELSA, AMMIE and FASE
Projects funded under EU Framework Programmes: AMPHORA and ALICE RAP
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Legislative developments in Member States
Restricting alcohol advertising on television is receiving much attention as a means of protecting children.
To this end in 2007, 2008, and 2009 “watersheds” have been introduced in respectively Finland, Lithuania, and the Netherlands.
In all MS a mixture of statutory and voluntary regulations.
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Upcoming studies
Update of the 2009 Self-Regulation mapping report
Tendered study “An EU-wide overview of the market and regulation regarding types of alcoholic beverages with potentially particular appeal to minors”
Tendered “Further study on the affordability of alcoholic beverages in the EU”
Tendered study “An assessment of young people’s exposure to alcohol marketing in audiovisual and online media”
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2nd Report on progressplanned for 2012
Information sources: Independent evaluation of the
implementation European Alcohol and Health Forum process Cooperation with Member States
Joint EC/WHO survey addressed to MS in 2011 trends in alcohol consumption and harm development of policies and measures
Internal reporting, including by other DGs Further relevant sources
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2nd Report on progress planned for 2012
Information sources: Independent evaluation of the
implementation European Alcohol and Health Forum
process Cooperation with Member States
Joint EC/WHO survey addressed to MS in 2011 trends in alcohol consumption and harm development of policies and measures
Internal reporting, including by other DGs Further relevant sources
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Evaluation of implementation structures and processes
Spring 2011 Call for tender under existing framework contract Setting up steering groups
In 2012 Preliminary findings for discussion Final report from contractor
EuropeanAlcohol and Health Forum
Committee on National Alcohol Policy and Action
Assess the Forum as a structure for implementing the EU Alcohol Strategy and its added value in stimulating concrete stakeholder-driven actions.
Assess the CNAPA as a structure for implementing the EU Alcohol Strategy, in particular through the coordination of national alcohol policies.
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Next steps
2009 Council Conclusions on Alcohol and Health, inviting the Commission i.a. to:
“report to the Council, in 2012 at the latest, on the progress and outcome of the Commission’s work and on activities reported by Member States”;
“define priorities for the next phase of the Commission’s work on alcohol and health after the end of the current strategy”;
“consider, when appropriate, further steps to protect children, adolescents and young people from […] exposure to alcohol marketing
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Next steps
However, before considering the next phase it is essential to have available the 2nd progress report and the results of the evaluation.
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Further information
DG Health & Consumers website http://ec.europa.eu/health http://ec.europa.eu/health/alcohol/policy/ind
ex_en.htm
EU Public Health Portal http://health.europa.eu