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Consumers,
Health And Food
Executive Agency
Paola D'ACAPITO European Commission
Consumers, Health, Agriculture and Food Executive Agency (Chafea)
Luxembourg
17th CNAPA meeting Lisbon, 22nd September 2015
Chafea: an overview of relevant actions
Alcohol marketing via new media and its
impact on young people
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Health And Food
Executive Agency
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Study on the Assessment of young people’s exposure to alcohol marketing in audio-visual and online media RAND Europe Specific Contract n.20116302, implementing FWC n. EAHC/2010/Health/01 - Lot 1
Chafea, 2nd HP
LINEAR SERVICES
Study on An overview of the market for alcoholic beverages of potentially particular appeal to minors Health Action Partnership International – HAPI Specific Contract n. 2010 62 91, implementing FWC n. EAHC/2010/Health/01-lot 2
Chafea, 2nd HP
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LINEAR SERVICES
AMMIE project – Alcohol Marketing Monitoring in Europe Dutch Institute for Alcohol Policy – STAP Grant 20081303, 2nd HP, Chafea
ELSA project – Enforcement of national Laws and Self-regulation on advertising and marketing of Alcohol Dutch Institute for Alcohol Policy – STAP Grant 2004318 ,1st PHP, DG SANTE
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Study on the Exposure of minors to alcohol advertising on linear and non-linear audio-visual media services and other online services, including a content analysis ECORYS Specific Services n. SMART2013/0080, implementing FWC n. EAHC/2013/Health/01 - Lot 1
DG CNECT
LINEAR AND NON-LINEAR SERVICES
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Study on the exposure of minors to alcohol advertising on linear and non-linear audio-visual media services and other online services, including a content analysis - ECORYS
The purpose of this study is to answer three research questions: 1. How much alcohol advertising does an average minor see watching linear audio-visual media services in the EU see?
2. How much alcohol advertising does an average minor see on non-linear audio-visual media services and other online services in the EU? 3. For audiovisual media services (both linear and non-linear) and other online services, what type of alcohol advertising does an average minor see in the EU? Are minors specifically targeted by alcohol advertising? In how far is alcohol advertising appealing to minors and how? In particular, in how far do the provisions of the AVMSD and their application afford the required level of protection?
Objectives
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Objectives
1. To examine young people’s exposure to alcohol marketing in television through
• analysing audience composition and programming of alcohol adverts
• describing alcohol portrayals in television programming in which alcohol commercials are embedded
• assessing adherence of alcohol adverts to national statutory or voluntary codes on alcohol advertising in each country, and policies developed by alcohol manufacturers
2 . To examine young people’s exposure to alcohol marketing in online media through
• describing the main types of online marketing messages for alcoholic beverages, distinguishing marketer-generated, marketer-endorsed and user-generated content in social media
• estimating online exposure to alcohol marketing of young people specifically
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Analysing exposure to alcohol advertising on television
• Commercially available data on television audience and alcohol advert placement
Viewership numbers by time slot and channel, for 10 most viewed channels
Advertising data: full schedule of ads of 10 most viewed television channels
6 months: December 2010 – May 2011
3 countries: UK, Netherlands, Germany
Data disaggregated by month, channel and daypart
Audience data disaggregated by age:
• UK, Germany: 4-9, 10-15, 16-24, 25+
• Netherlands: 6-12, 13-19, 20+
Methods 1/2
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Analytical strategy to quantify relative levels of youth exposure to alcohol advertising
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Methods 2/3
• Basic descriptive analyses to understand and characterise youth viewership by timeslot/programming and alcohol advertising exposure
• Analyse advert incidence to understand incidental youth exposure to alcohol advertising relative to adults using negative binomial regression
• Dependent variable: number of alcohol adverts
• Independent variable: viewership proportion by age
• Exposure variable: length of daypart [hours] x average viewership in that daypart
Incidence rate ratio (IRR): likelihood of being more/less exposed to alcohol adverts compared to reference population (here: adults)
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Analysis of portrayals of alcohol advertising in the three countries
Methods 3/3
• Analysed content of adverts recorded on Friday and Saturday evenings in February to April 2012 in the UK, Netherlands and Germany
• Advert content assessed against elements identified as ‘appealing to youth’ in the literature:
• Humour
• Music
• Cartoons or animation
• People characters
• Animal characters
• Celebrities
• Special technological effects
• People behaving in a childish fashion
• Fantasy settings
• Non product-focus
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• In the UK, adolescents aged 10-15 years were significantly more exposed to alcohol advertising compared to adults
• Similarly, in the Netherlands, those aged 13-19 were significantly more exposed to alcohol advertising compared to adults
• No similar evidence was found for Germany
• Young children were significantly less exposed to alcohol advertising compared to adults in all three countries
• Many television alcohol adverts contained content considered appealing to young people, with some variation observed between the UK, the Netherlands and Germany
Findings
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• The study findings suggest that existing regulations (statutory and non-statutory) do not seem to be sufficient to protect young people from alcohol advertising on television
• There is a need to better understand the relationship between national frameworks influencing programming and advertising behaviours and their impact on youth exposure to alcohol advertising
• Notion of features ‘appealing to youth’ commonly used in (self)regulation of alcohol advertising may be too loosely defined to sufficiently protect young people
Conclusions
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• to provide a European Union wide overview of the market and regulation regarding types of alcoholic beverages with potentially particular appeal to minors
• to provide better understanding of alcoholic beverages that appeal to minors and to inform those who have responsibility for advising on alcohol policy either at country or European levels
Objectives
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Focus on:
a vodka-based ready-to-drink and a beer mixed beverage with
differing flavours.
They demonstrate that:
- The marketing strategies – including price, promotion and
packaging – are similar across products and are highly
sophisticated, glamorous and appealing;
- Social media and websites dominate marketing strategies,
and these are often difficult to regulate and monitor.
Furthermore, even when a particular communication strategy
is ruled as inappropriate, the marketing strategy may live on
when advertisements remain widely available on media
outlets such as YouTube. 13
Product case studies
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Executive Agency
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Conclusions
The contractor's overarching assessment was: Alcoholic products do appeal to minors, and their marketing is appealing to minors - But, how the products are prepared, packaged and marketed, and their potential impact on minors does not depend to any significant degree on whether the products are a ready-to-drink, a high strength premix, a beer, a wine, a sprit or a cider.
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Objectives
The overall objective of the project was to obtain more knowledge and better understanding of the effectiveness of existing alcohol marketing regulations (voluntary and statutory) in five EU Member States: Bulgaria, Denmark, Germany, Italy and the Netherlands.
•
The overall objective was operationalized in four topics:
- trends and innovations in alcohol marketing
- the volume of alcohol advertising on television
- alcohol branded sport sponsorship of top clubs
- testing self-regulation of alcohol advertising in Europe
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Key-achievements 1/4
Monitoring Country reports on
Commercial promotion of drinking in Europe,
Summarising key findings (Trends and innovations, Volume of Alcohol advertising, Alcohol Branded Sport Sponsorship, Testing self-regulation of alcohol advertising) of independent monitoring of alcohol marketing in five European countries
• Bulgaria
• Denmark
• Germany
• Italy
• Netherlands
• Switzerland
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Monitoring Country reports on
Trends and innovations in alcohol marketing
• Bulgaria
• Denmark
• Germany
• Italy
• Netherlands
• Switzerland
Key-achievements 2/4
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Monitoring Country reports on
Sport sponsorship by alcohol producers
•Bulgaria
•Denmark
•Germany
•Italy
•Netherlands
Key-achievements 3/4
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Key-achievements 4/4
Complaints and the complaint system of alcohol marketing reports
• Bulgaria
• Denmark
• Germany
• Italy
• Netherlands
• Europe
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Enforcement of national Laws and Self-regulation on advertising and marketing of Alcohol – ELSA project
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Objectives 1/2
To assess and report on the enforcement of and compliance with national laws and self-regulation on advertising and marketing of alcoholic beverages in EU MS, candidate MS and Norway, and: • Reporting on the evidence of the impact of advertising and marketing
on the use of alcohol and the harm done by alcohol;
• Preparing a guidance manual to monitor the existing laws, structures and regulation and self-regulation mechanisms on the advertising and marketing of alcoholic beverages, and their adherence, and to document those beverages and marketing practices that are appealing to young people;
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Executive Agency
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• Summarizing and reporting on the adherence to the existing laws, structures and regulation and self-regulation mechanisms at the Member State level on the advertising and marketing of alcoholic beverages; and
• Describing those beverages and marketing practices that are appealing to young people.
Objectives 2/2
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Key-achievements
ELSA project has resulted in six reports, largely coinciding with the above-mentioned objectives: Report 1. Manual to Monitor Regulations on Alcohol Marketing in Europe Report 2. Regulation of Alcohol Marketing in Europe Report 3. Report on Adherence to Alcohol Marketing Regulations Report 4. The Impact of Alcohol Advertising Report 5. Appealing Alcohol Beverages and Marketing Practices in Europe Report 6. Alcohol Marketing in Europe: Strengthening Regulation to Protect Young People.
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USEFUL LINKS http://eur-lex.europa.eu/legal-content/EN/TXT/PDF/?uri=CELEX:32010L0013&from=EN http://ec.europa.eu/digital-agenda/en/news/exposure-minors-alcohol-advertising http://ec.europa.eu/health/alcohol/docs/alcohol_rand_youth_exposure_marketing_en.pdf http://ec.europa.eu/health/alcohol/docs/alcohol_alcoholic_beverages_appeal_minors_en.pdf http://ec.europa.eu/chafea/projects/database.html?prjno=20081303 http://ec.europa.eu/chafea/projects/database.html?prjno=2004318 http://www.stap.nl/elsa
Consumers,
Health And Food
Executive Agency
Thank you very much for your kind attention!
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Paola D'Acapito Scientific Project Officer European Commission Consumers, Health, Agriculture and Food Executive Agency - Chafea Health Unit E-mail: [email protected]
http://ec.europa.eu/chafea/