Addressing the harmful use of alcohol - WHO Western Pacific Region

8. Regulating alcohol marketing
marketing should be as comprehensive as possible in its coverage, including coverage of new
and emerging technologies. If alcohol advertising, programme sponsorship and sponsorship of
sports, music and cultural events are restricted, then there will be displacement to print media or
other marketing strategies, but these are less effective and more expensive media for reaching
mass audiences.
The research supporting the need to restrict advertising and other forms of marketing comes
mainly from studies of the impact of different levels of exposure on young people (Babor et al.
2010). Studies of national level data on advertising expenditure and total consumption have
shown mixed results. A recent cross-country study of legislative bans found a significant effect.
National laws restricting alcohol advertising are common. In the Canadian provinces, legislation
is used to enable more responsive restriction and standards of alcohol advertising via regulations.
In the European Region, Norway, Iceland and the Faroe Islands ban alcohol advertising completely,
and many countries combine partial bans in legislation (restricting types of media, times of
broadcasting, and/or types of beverage) with voluntary codes on advertising content. Most
Western European countries have partial bans set by legislation (New Zealand Drug Foundation
2006; World Health Organization 2004). A number of countries allow alcohol advertising in print
media (except publications for young people) but not in broadcast and other media.
Some countries have partial restrictions, often by agreement with the industries concerned.
These reduce exposure a little, but are unlikely to be sufficient to reduce the influence of alcohol
advertising and other marketing. Australia and New Zealand limit advertisements for alcohol
brands only on television before 20:30 and on radio. In the Republic of Korea, alcohol ads may
be shown only after 22:00 on television, (Chun, Welch and Shin, in press). In Malaysia, alcohol
advertising is not allowed in the broadcast media or on billboards, except in the state of Sabah
and Niue also does not allow broadcast alcohol advertising. In the Cook Islands, a 1998 Healthy
Islands Committee recommended a ban on all forms of alcohol advertising and sponsorship. As
a result, alcohol ads are no longer shown on television, except during live sports coverage of
international events.
In the emerging markets of China, Mongolia and Viet Nam advertising is allowed for alcoholic
beverages below a specified pure alcohol content, although beer consumption is growing in
these countries and is the main beverage resulting in alcohol-related harm in developed alcohol
markets, such as Australia and New Zealand. Mongolia prohibits all alcohol sponsorship, alcohol
prizes or competitions and alcohol branded merchandise. In the Lao People’s Democratic
Republic, there is heavy outdoor advertising and other marketing by breweries.
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