Calls for F1 alcohol sponsorship ban increase

The “dangerous cocktail” of advertising and sponsorships by groups such as Diageo and Martini in Formula One should be banned as a matter of “common sense”, a new report has claimed.

A new report condemns the “dangerous cocktail” of alcohol brands’ sponsorship in Formula One

The report, called Alcohol Advertising and Sponsorship in Formula One: A Dangerous Cocktail, has been compiled by the European Alcohol Policy Alliance (Eurocare), the Institute of Alcohol Studies, and Monash University.

Analysing the extent of alcohol advertising during the 2014 Formula One Monaco Grand Prix, researchers found that 500 million viewers were exposed to alcohol brands every five seconds, with an average of 11 reference to alcohol per every minute.

All brand references during the race were for spirits and vermouths which were “placed strategically” at locations with relatively lengthy camera exposure.

The authors argue such sponsorships “clearly go against the spirit” of the EU Audiovisual Media Services Directive, as well as the drinks industry’s own voluntary code of conduct.

“The amount of alcohol related exposure in F1 settings is extreme by anyone’s standards,” said Mariann Skar, secretary general of Eurocare.

“There seems to be a lack of recognition within the F1 community about their responsibility when showing alcohol adverts every five seconds to an audience of 500 million viewers. We now urge the involved bodies in F1 to move away from alcohol sponsorship”.

The report follows Skar’s open letter to Jean Todt, president of the Federation Internationale de l’Automobile (FIA), published in November 2014. She wrote that “heavy marketing” in the sport is creating a “troubling” association between drinking and driving.

Leading brands which sponsor F1 teams include Bacardi’s Martini and Diageo’s Smirnoff Vodka and Johnnie Walker Scotch whisky.

Katherine Brown, director of the UK’s Institute of Alcohol Studies, said: “Alcohol sponsorship of motorsport generates seriously mixed messages about drink driving and road safety, and contradicts the spirit of current EU rules on alcohol advertising.

“A common sense approach would be to stop alcohol companies from this risky business of sponsoring Formula One.”

Drinks groups have previously hit out at suggestions their sponsorship deals are irresponsible, claiming such partnerships provide a “credible platform” to promote responsible drinking.

Carolyn Panzer, director of sustainability and responsibility for Diageo, told The Spirits Business earlier this year: “We do not believe there is any evidence to show that banning alcohol brands sponsorships would be effective in addressing harmful drinking, rather it would deny a powerful, credible platform to promote responsible drinking.”