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Oireachtas Joint Committee on Health and Children
Presentation by MEAS/drinkaware.ie
1 December, 2011
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Areas where MEAS has some Experience and Expertise
Alcohol Regulation at the Retail level
Training in Responsible Serving of Alcohol
drinkaware.ie communications and Social Marketing Initiaitve
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Regulation of the Sale , Promotion and Marketing of Alcohol
ALCOHOL REGULATION
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Alcohol Marketing, Promotion, Merchandising and Sponsorship
Regulatory Architecture
Laws of the Land
Direct Statutory or Regulatory Rules
Co-Regulatory Codes/ Systems
Self-Regulatory Codes
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Current Regulatory Architecture
Laws of the Land
•Broadcasting Authority of
Ireland•Licensing
Laws
Co-RegulatoryCodes re.
Placement of Alcohol
Advertising and
Sponsorship
Self-RegulatoryCodes
•ASAI Code•MEAS Code•RRAI Code•NOffLA Code
Individual Alcohol
Company Codes
Current Regulatory Architecture
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Additional Statutory Regulation? – Present Position
Intoxicating Liquor Act, 2008 S. 16 – Alcohol Promotions – Some regulations drafted. S. 9 – Alcohol Merchandising.
Civil Law (Miscellaneous Provisions) Act, 2011 Codes of Practice
Minister can draw up Code Minister can approve Code(s)
Under Consideration: Minimum Pricing Repeal of the Groceries Order vis à vis alcohol.
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Systems Supporting Co-Regulatory and Voluntary Codes
ASAI Code is concerned with practically all Commercial Advertising in all media.
Co-Regulatory CodesRe. Placement of
Alcohol Advertising and
Sponsorship
Voluntary ASAI Code*Re. Content of
Alcohol Advertising
Voluntary MEAS Code on Naming,Packaging and Promotion of
Alcohol
Voluntary RRAICode on Structural
Separation, Advertising and
Training
CCCICentral Copy
Clearance Ireland-Mandatory
Pre-launchAdvisory Service
-Voluntary
AMCMBMonitors andReports to
Minister
Chair of RRAIreports to
Minister
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Regulation at the Retail Level is Fragmented (1)
The current multiple codes situation is sub-optimal.
A multiplicity of codes creates
Confusion amongst the public
Confusion amongst staff responsible for implementing codes
Potential for codes of varying rigour and for licensees subject to more rigorous codes opting to leave for the softer code
Potential for inequity between the sectors, e.g. between the on trade retailer sector and the off-trade retailer sector.
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Regulation at the Retail Level is Fragmented (2):Greater Role for Co-regulatory Approach to regulation
A SINGLE CODE GOVERNING ALL PURCHASING CHANNELS AND AREAS OF ACTIVITY IS NEEDED.
For both on and off-trade sectors Governing alcohol sale, promotion and merchandising
SANCTIONS NEED TO BE STRENGTHENED – Need for a CO-REGULATORY Code, with STATUTE governing PRICE based
Promotions
S.17 of the Civil Law (Miscellaneous Provisions) Act, 2011 allows the Minister for Justice to develop a code or approve
a code. Non compliance with such a code is to be taken into
account at licence renewal stage Statute to address Below Cost Sales
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Serving and Selling of Alcohol
Training in the Responsible Selling and Serving of Alcohol
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Training in Responsible Serving and Selling of Alcohol
VOLUNTARY TRAINING PROGRAMMES
Responsible Serving of Alcohol Programme- On-trade, nationwide. NOffLA Responsible Trading Programme- Independent Off-Licence
Sector RRAI Responsible Selling of Alcohol Programme- Mixed Trade
Sector
OBLIGATORY TRAINING REQUIREMENT
Supported by all sectors Recommendation made to Government Departments in 2008 Link Obligatory Training to licence issuance and renewal.
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Mandatory Age Document; Distance Sales
Persons aged 18 – 20 are required to carry an age document in a licensed premises
It is not mandatory for them to produce an age document to purchase alcohol
Make mandatory to improve compliance and enforcement
Distance Sales – area of concern
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drinkaware.ie Responsible Drinking Programme
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Context: Social Partnership Special Initiative on Alcohol, 2006
Working together to reduce
alcohol-related harm
Taoiseach’s Office
Trade unions
Industry
Transport
Community
Gardaí
Education
Drugs
Health
Justice Voluntary
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Context: Social Partnership Special Initiative on Alcohol 2006
Working together to reduce
alcohol-related harm
Underage drinking
Excessive drinking
Drink-driving
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ABFI Commitment
Fund a medium term € multimillion programme
Media industry contribution
Purpose: Promote responsible consumption of alcohol and challenge anti-social behaviour around drinking
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Pan Industry Supported Programme – delivered in Partnership with broad range of organisations/agencies
Fund offered to MEAS to develop and implement the programme
Delivery by drinkaware.ie v individual brand/multiple brands
Research led –consumer and theoretical Objective-Promote responsible drinking and
challenge anti-social behaviour around drinking Audience targeted: 18 -29years; bullet–22 years Evaluation and Measurement: credibility of
messenger; brand awareness; message take-out; channel effectiveness; attitude change; behaviour change
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‘Know the one that’s one too many’
Initial drinkaware.ie advertising campaign (November 2006 – May 2007
Targeted 18 – 29 year olds
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Further Research – Integrated focused Campaign
Overarching campaign to change drinking culture and anti-social behaviour: ‘Had Enough’
Tactical campaigns
L
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‘Rethinking our Drinking’
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Tactical Campaigns
Support behaviour change
Very targeted
Align message with its context: the
right moment
Innovative uses of media
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‘Morning After’ Campaign
A previous night’s drinking may still affect your ability to drive the morning after
High profile, mass media
‘Point of Danger’
Key Facts
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Widespread Support
Motor fuel
distributors
Supermarket chains
Convenience stores
On-trade premises
Insurance companies
Soft drinks
companies
Music festival
promoters
Road safety offices
Gardaí at check-points
Public utility
companies
Transport companies
Student bodies
College authorities
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Tangible Action Message
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Dare2Bdrinkaware Short Film and Multimedia Competition - Objectives
Develop a programme to encourage 18-24 year olds to reflect on our relationship with alcohol.
Facilitate the exploration and communicationof messages by young people to young people in young people’s media. Growing influence of user generated media. Using emerging social media channels to facilitate peer to peer messages about responsible drinking.
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Delivery through Partnership
Meeting shared objectives:MEAS / drinkaware.ie Promoting responsibility among those who choose to drink.Digital Hub Development AgencyDeveloping and supporting digital media in Ireland.Third Level CollegesProviding a range of digital media/creative industry education programmes and alcohol awareness initiatives.
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The College Input
Awareness is developed through college lecturers, Students’ Unions and through social media.
College Lecturers and Heads of Departments build the competition into their course programme.
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Evaluation
Qualitative evaluation to inform future development of the competition.
Feedback from college lecturers.
Feedback from Project Partners.
Student voice – how have they benefited from the competition.
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‘Babes in Bits’
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Positive Trends (1)
Per Capita Consumption over last decade 15+, 18+, per Capita overall: -18 to -20%
Drinking by 16 year olds ‘Not drinking in last month’: 27% up to 42% ‘Never drunk in last year’: 28% up to 53%
‘Morning After’ Messages‘What is a Standard Drink?’: 48% up to 61%How long to eliminate it?:
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Positive Trends (2)
‘Being drunk in public is becoming less attractive’: 89%
‘There is a growing awareness of the effects of excessive drinking’: 86%
The stated frequency of ‘drinking more than I should have’ in last month is down 21% (18 – 29 year olds) and down 33% (all adults) since 2007
‘The drinkaware.ie brand should be used more widely: 89%
Reference websites (unprompted, ‘top of mind’) drinkaware.ie: 74% (young adults), 54% (all adults) hse.ie : 2% (young adults), 6% (all adults) drugs.ie, others: Less than 1%
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Social Marketing and Communications
MAJOR OPPORTUNITY TO HARNESS EXPERTISE AND RESOURCES OF
ALL STAKEHOLDERS
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Thank You
www.drinkaware.ie
www.meas.ie