Alcohol sector ‘failing’ to self-regulate marketing

The UK alcohol industry is “failing” to self-regulate its marketing activities and should be stripped of its responsibilities, a report commissioned by the Scottish government has claimed.

The UK alcohol industry is ‘failing’ to self-regulate its marketing, a report claims

Charity Alcohol Focus Scotland was asked by Scottish ministers to set up an expert group on alcohol marketing and report on effective policy options available.

In its report, the group says the alcohol industry’s self-regulatory marketing codes are “subject to under-interpretation and under-enforcement” in the UK. The high levels of alcohol awareness among children shows the voluntary regulation “is not working”, it continued.

An independent task force on alcohol marketing should be established immediately to oversee marketing compliance, taking over from the “failing” self-regulating industry, the authors argue.

In addition, the group has called for a complete ban on alcohol brand sponsorship of sports, music and cultural events to reduce the levels of marketing children are exposed to.

The report also recommends removing alcohol advertising from public spaces, a ban on TV advertising from 6am to 11pm, and only allowing alcohol advertising in cinemas for 18-certificate films.

Print advertising should be limited to newspapers and publications aimed at adults, and further restrictions must be added to alcohol marketing on social network sites, the authors continue.

According to the report, the alcohol industry spends more than £800 million (US$995m) on marketing its products in the UK.

“Self-regulation does not work; it will not control dishonest banks, over-claiming MPs – or profit-driven multinational drinks companies. And yet we continue to rely on it to protect our children from alcohol marketing,” said Professor Gerard Hastings, one of the group members and a social marketing expert.

“It is no surprise that study after study has shown that, as a result, children are being put in harm’s way – and that parents want policy makers to be more courageous. Scotland now has a chance to grasp this nettle and show how independent statutory regulation of marketing can provide our young people the protection they deserve. The international community is trusting us to take the same public health lead we took on smoke-free public places and minimum unit pricing; let us show them that we will.”

Alison Douglas, Alcohol Focus Scotland chief executive, commented: “An alcohol-free childhood is the healthiest and best option, yet we allow alcohol companies to reach our children from a young age. They are seeing and hearing positive messages about alcohol when waiting for the school bus, watching the football, at the cinema or using social media. We need to create environments that foster positive choices and support children’s healthy development.”

Tam Baillie, Children and Young People’s Commissioner Scotland, added: “I strongly support this report which provides clear evidence on the nature and reach of alcohol marketing and makes welcome and sensible proposals to safeguard our children. All children and young people have the right to good health and that must include the right to grow up free from commercial pressures to drink alcohol. The extent of the actions we take now are a good measure of the value we place on our children for the future.”

Yesterday [27 February], the Scotch Whisky Association reopened its fund which provides support to initiatives across Scotland working to reduce alcohol harm.