Alcohol misuse: tackling the UK epidemic - London

More documents

Recommendations

Info

BMA Board of Science and printed advertisements; in-store displays; billboards; movies; and branded merchandise. No published longitudinal studies were found where this effect was not apparent. 165 Specific advertising strategies such as sponsorship of sporting and music events, as well as advertisements on television and radio, in films and in other media formats all serve to reinforce the image of alcohol among young people and predispose them to drinking well below the legal age to 114, 166 purchase alcohol. Alcohol advertising using celebrity endorsements or popular images that symbolise good times or masculinity have also been found to appeal to younger people. 114 Studies in the UK have found that 88 per cent of 10 to 13-year-olds and 96 per cent of 14 to 17-year-olds were aware of alcohol advertising, while 76 per cent could identify three or more 167, 168 adverts even when the brand was masked. Eighty-six per cent of 10 to 17-year-olds were 167, 168 found to enjoy alcohol advertisements. A survey conducted by Alcohol Concern between December 2006 and March 2007 found that thousands of children were exposed to commercials for alcoholic beverage during popular children’s programmes. 169 The marketing of alcoholic energy drinks and alcoholic soft drinks (commonly termed alcopops) toward younger people is another area of concern as they may act as a potential gateway to more traditional drinks. In the UK, alcohol advertising standards are controlled by a combination of non-statutory regulation and co-regulation that does not adequately reflect the needs of children and young people. A voluntary code agreed by the self-regulatory Portman Group is responsible for controlling the packaging and naming of alcoholic drinks. Voluntary restrictions governing television and radio advertising are regulated by Ofcom, while poster and magazine advertising of alcohol-related products are regulated by the Advertising Standards Authority (ASA). Complaints to the ASA, Ofcom or the Independent Complaints Panel can be made if it is considered that alcoholic drinks are marketed to appeal in particular to individuals aged under 18; there are no legislative powers to undertake enforcement. Stricter rules q for the content of alcohol advertisements were introduced in 2005; 170 however, these changes did not address restrictions on the volume of advertising. The 2007 review of the impact of alcohol advertising on young people found that of 24 European countries, only the UK and the Netherlands have no statutory regulation on alcohol advertising, and the UK was the only country surveyed not to have at least one ban on advertising (eg bans covering specific timings and locations of advertising). 165 Voluntary codes of self-regulation are not always adhered to and are largely ineffective. 114 There is no available scientific evidence that nonstatutory regulation impacts on the content or volume of advertisements. 165 Self-regulation has also not been found to prevent the kind of marketing which can have an impact on younger people. 165 In contrast, statutory regulations are more likely to include systematic checks on violations of codes and are more likely to cover volume restrictions (see Box 5). 165 q The 2005 revised rules for alcohol advertising on television and in non-broadcast media covered four main areas: links between alcohol and sex, appeal to under-18s, irresponsible or anti-social behaviour, and handling and serving of alcoholic drinks in advertisements. Alcohol misuse: tackling the UK epidemic 55
56 BMA Board of Science Box 5 – the ‘loi Evin’: statutory legislation on alcohol advertising in France In France, alcohol advertising is regulated by statutory legislation passed in 1991 known as the ‘loi Evin’. This legislation applies to beverages above 1.2 per cent alcohol by volume, and completely prohibits advertising on television. Advertising for alcoholic beverages is only permitted in certain media and the content of advertisements is strictly regulated; adverts are not allowed, for example, to show individuals consuming a drink or include any references indicating that the alcoholic beverage will improve an individual’s image, sporting ability or sexual attraction. The legislation is accompanied by strict penalties for infringement and, since 1991, many 171, 172 advertisements infringing the law have been condemned by the French courts of justice. A change in the alcohol advertising has also been observed with alcohol advertising losing most of its seductive character, not using images of drinkers and drinking atmospheres, and 171, 172 increased emphasis on the individual product. The loi Evin has been regularly criticised and attacked by the alcohol industry, however, only small changes have been made to the law since 1991 including the possibility of referring to the objective characteristics of the products (eg colour, smell, taste) where advertising is permitted. 171 It is essential that there is statutory regulation of the marketing of alcoholic beverages in the UK. This includes prohibiting the broadcasting of alcohol advertising at any time that is likely to be viewed by young people, with specific provisions banning alcohol advertising prior to 9pm and in cinemas for films with a certificate below age 18. Consideration also needs to be given to prohibiting alcohol industry sponsorship of sporting and music events aimed mainly at young people. Recommendations Legislation should be introduced throughout the UK to: prohibit irresponsible promotional activities in licensed premises and by off-licences set minimum price levels for the sale of alcoholic beverages. A statutory code of practice on the marketing of alcoholic beverages should be introduced and rigorously enforced. This should include a ban on: broadcasting of alcohol advertising at any time that is likely to be viewed by young people, including specific provisions prohibiting advertising prior to 9pm and in cinemas before films with a certificate below age 18 alcohol industry sponsorship of sporting, music and other entertainment events aimed mainly at young people marketing of alcoholic soft drinks to young people. Alcohol misuse: tackling the UK epidemic
Page 1 and 2:
BMA Board of Science Alcohol misuse
Page 3 and 4:
ii BMA Board of Science Editorial b
Page 5 and 6:
iv BMA Board of Science Acknowledge
Page 7 and 8:
vi BMA Board of Science Glossary No
Page 9 and 10:
viii BMA Board of Science Recommend
Page 11 and 12:
x BMA Board of Science Alcohol misu
Page 13 and 14:
xii BMA Board of Science Alcohol mi
Page 15 and 16:
2 BMA Board of Science shifting to
Page 17 and 18: 4 BMA Board of Science Consideratio
Page 19 and 20: 6 BMA Board of Science Alcohol misu
Page 21 and 22: 8 BMA Board of Science Measures to
Page 23 and 24: 10 BMA Board of Science Introductio
Page 25 and 26: Litres of pure alcohol per inhabita
Page 27 and 28: 14 BMA Board of Science Patterns of
Page 29 and 30: 16 BMA Board of Science Figure 3 -
Page 31 and 32: 18 BMA Board of Science increased w
Page 33 and 34: 20 BMA Board of Science Table 1 - p
Page 35 and 36: 22 BMA Board of Science Alcohol con
Page 37 and 38: 24 BMA Board of Science in 1997/98
Page 39 and 40: 26 BMA Board of Science Alcohol mis
Page 41 and 42: 28 BMA Board of Science Table 3 - p
Page 43 and 44: 30 BMA Board of Science Box 2 - maj
Page 45 and 46: 32 BMA Board of Science attributabl
Page 47 and 48: 34 BMA Board of Science Figure 11 -
Page 49 and 50: 36 BMA Board of Science Causes of a
Page 51 and 52: 38 BMA Board of Science Box 3 - sum
Page 53 and 54: 40 BMA Board of Science Information
Page 55 and 56: 42 BMA Board of Science Driving and
Page 57 and 58: 44 BMA Board of Science Pedestrian
Page 61 and 62: 48 BMA Board of Science The sub-sec
Page 63 and 64: 50 BMA Board of Science Recommendat
Page 65 and 66: 52 BMA Board of Science Legal age o
Page 67: 54 BMA Board of Science Recommendat
Page 71 and 72: BAC (mg/100ml) 58 100 90 80 70 60 5
Page 73 and 74: 60 BMA Board of Science Understandi
Page 75 and 76: 62 BMA Board of Science Early inter
Page 77 and 78: 64 BMA Board of Science At present
Page 79 and 80: 66 BMA Board of Science treatment s
Page 81 and 82: 68 BMA Board of Science Internation
Page 85 and 86: 72 BMA Board of Science Appendix 2
Page 87 and 88: 74 BMA Board of Science Licensing i
Page 93 and 94: 80 BMA Board of Science 23 Hughes T
Page 95 and 96: 82 BMA Board of Science 67 Dex S &
Page 97 and 98: 84 BMA Board of Science 118 Edward
Page 99 and 100: 86 BMA Board of Science 164 McKnigh
Page 101 and 102: 88 BMA Board of Science 209 Babor T
Page 103 and 104: 90 BMA Board of Science 253 Scottis
Page 107 and 108: British Medical Association Board o
Page 109: Board of Science and Education This
Page 112 and 113: vi Contents Introduction...........
Page 114 and 115: viii
Page 116 and 117: 2 heavier smoking, drinking and mor
Page 118 and 119:
4 Nutrition, exercise and obesity N
Page 120 and 121:
6 The data for 1998 shows a 21 per
Page 122 and 123:
8 Interventions in adolescent nutri
Page 124 and 125:
10 The efficacy of traditional educ
Page 126 and 127:
12 The treatment of individuals wit
Page 128 and 129:
14 Smoking, drinking and drug use A
Page 130 and 131:
16 The use of illicit substances, a
Page 132 and 133:
18 smoking prevalence was highest a
Page 134 and 135:
20 Interventions in adolescent drug
Page 136 and 137:
22 be expensive given the amount co
Page 138 and 139:
24 is potential to use the media, n
Page 140 and 141:
26 Summary Adolescents in the UK ar
Page 142 and 143:
28 Mental health problems in adoles
Page 144 and 145:
30 Risk factors for conduct, depres
Page 146 and 147:
32 Currently, specialist mental hea
Page 148 and 149:
34 Sexual health Adolescents and se
Page 150 and 151:
36 interferes with the adolescent
Page 152 and 153:
38 Interventions in adolescent sexu
Page 154 and 155:
40 The timing of educational interv
Page 156 and 157:
42 Helping adolescent parents The h
Page 158 and 159:
44 are more difficult to reach than
Page 160 and 161:
46 The way forward This report has
Page 162 and 163:
48 Annex 1 BMA policy on adolescent
Page 164 and 165:
50 References 1 Lobstein T J, James
Page 166 and 167:
52 56 Social Exclusion Unit (1998)
Page 168 and 169:
54 115 Charles Gallichan (2003) Pub
Page 170 and 171:
56 173 NHS Centre for Reviews and D
Page 172 and 173:
Subject: Young People and Alcohol D
Page 174 and 175:
Call for Evidence: Children and You
Page 176 and 177:
5. Do you know of any international
show all

Alcohol misuse: tackling the UK epidemic - London

You also want an ePaper? Increase the reach of your titles

Delete template?

Save as template?