Addressing the harmful use of alcohol - WHO Western Pacific Region

Addressing the harmful use of alcohol : A guide to developing effective alcohol legislation
while in others it informs a voluntary system. Article 15 was retained when the directive was
updated in 1997 and 2007 to cover all forms of audiovisual media, including programme
sponsorship and product placement (European Parliament and Council 1989, 2007).
Experience in this Region of industry self-regulation on alcohol advertising standards has shown
that it is not possible to rely on complaints by the public or the industry itself to adequately
pre-vet, interpret and enforce alcohol marketing standards in the public interest (Federal Trade
Commission 1999; Jones and Donovan 2002; Ministerial Council of Drug Strategy 2003).
As noted, the Loi Evin not only restricts the media in which alcohol may be advertised, but
also restricts the content of permitted advertisements to factual information on the quality and
origins of the alcohol product advertised. This approach was a response to highly sexualized
imagery in alcohol ads in the 1980s. By restricting the content of ads, French alcohol is no
longer linked to the young adult lifestyles, humorous situations or masculine imagery that
make alcohol ads attractive to young people in many other countries (Austin et al. 2006; Chen
et al. 2005).
The Western Pacific Regional Strategy to Reduce Alcohol-Related Harm recommends that
an independent government agency be made responsible for monitoring and enforcement
of marketing regulations. This action can include monitoring compliance with legislation to
reduce exposure and industry voluntary codes on standards. As an independent body, it could
replace the industry’s complaints committee. It can also monitor and report to government
on any new forms of alcohol marketing that may arise, and commission research as required.
It could be funded from excise tax or an additional levy on alcohol (see section on Dedicated
funding).
Table 8.2 : Legislative examples
Alcohol Beverage Control Act, Thailand (2008)
Section 32. Advertising or displaying names or trademarks of alcohol beverage deemed to show
their qualifications or persuade people to drink such alcohol beverage either directly or indirectly
is prohibited.
Any advertising or public relations made by manufacturers of alcohol beverage of all kinds can
be done only for the purpose of giving information and creative knowledge without displaying
pictures of the products or packages, except for the display of symbol of such alcohol beverage
or the symbol of the company manufacturing the alcohol beverage. This shall comply with the
Ministerial Regulations.
Provisions of the first and second paragraphs shall not apply to advertisements originated from
outside the Kingdom of Thailand.
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