The Role of Advertising in Responsible Alcohol Consumption
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The Role of Advertising in Responsible Alcohol Consumption Mary Lambkin Professor of Marketing University College Dublin Chairman CCCI. MEAS CONFERENCE NCI October 1, 2003. OUTLINE. Role of Advertising in Alcohol Consumption Review of Policy Initiatives

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The role of advertising in responsible alcohol consumption mary lambkin professor of marketing

The Role of Advertising in Responsible Alcohol Consumption

Mary Lambkin

Professor of Marketing

University College Dublin

Chairman CCCI

MEAS CONFERENCE

NCI October 1, 2003


The role of advertising in responsible alcohol consumption mary lambkin professor of marketing

OUTLINE

  • Role of Advertising in Alcohol Consumption

  • Review of Policy Initiatives

  • ASAI new tighter codes – April 2002

  • Industry response – Creation of CCCI


The role of advertising in responsible alcohol consumption mary lambkin professor of marketing

1. Government

42,901,112

2. Vodafone

16,966,127

3. Procter & Gamble

16,521,877

4. Guinness UDV

15,913,150

5. Eircom

10,359,536

6. Showerings

8,287,795

7. Lidl

7,899,246

8. 02

7,534,895

9. Murphy Brewery

6,816,466

10. Sherry Fitzgerald

6,761,757

TOP ADVERTISERS 2002

Source: Medialive


The role of advertising in responsible alcohol consumption mary lambkin professor of marketing

ASAI COMPLAINTS 2002

%

Computers/Telecommunications14

Food & beverages13

Publishing10

Health & Beauty 9

Household 9

Travel/Holidays 8

Alcohol 7

Leisure 6

Motoring 4

All others (10 categories)20


The role of advertising in responsible alcohol consumption mary lambkin professor of marketing

ALCOHOL POLICY MEASURES

  • SUPPLY

  • Availability

  • Penalties

  • Communication

  • Demographics

  • Economics

  • Attitudes

DEMAND


The role of advertising in responsible alcohol consumption mary lambkin professor of marketing

Policy Measure

Proven High Effectiveness

Proved Effectiveness

Some Effect

No Effect

Regulate Physical Availability

  • Minimum drinking age

  • Alcohol control enforcement

  • Server Liability

  • Limited hours & days of sale

  • Government run retail stores

  • Server training and tavern mgt policies

  • Limited number of sale outlets

  • Voluntary code of bar practice

Drink-driving Counter Measures

  • Lower BAL

  • Random breath testing

  • Immediate License Suspension

  • Zero BAL for young drivers

Taxation

  • Increased Taxes

Alcohol Promotions

  • Banning advertising

  • Advertising content regulations

  • Warning labels

Community

Action Approach

  • Community mobilisation

Education & Persuasion

  • Alcohol education in schools

Promoting Alternatives

  • Alcohol-free activities

ALCOHOL POLICY EFFECTIVENESS

Source: Robin Room, Conference Paper, Alcohol Policy: A Public Health perspective, Dublin Castle, Ireland,November 20, 2001


The role of advertising in responsible alcohol consumption mary lambkin professor of marketing

APPROVED

Reference No.________________

THE MEDIA’S ROLE

No Advertisement to appear without approval stamp and reference number from June 1st 2003


The role of advertising in responsible alcohol consumption mary lambkin professor of marketing

THE MISSION STATEMENT

“To provide responsible advice for advertisers and their advertising agencies on the interpretation of the Ministerial Code and the Code of Advertising Standards for Ireland and to ensure that completed alcohol advertisements conform to the codes both in letter and spirit”


The role of advertising in responsible alcohol consumption mary lambkin professor of marketing

THE INTERPRETATIVE ENVIRONMENT

ASAI Codes

Ministerial Code


The role of advertising in responsible alcohol consumption mary lambkin professor of marketing

THE SPECIFIC TEXT

  • 15(a)

Ministerial Code

“Alcoholic drink advertising must not encourage young people or other non-drinkers to begin drinking – it must be cast towards brand selling and identification only”

  • 15(b)

“This code recognises a voluntary code whereby spirit based alcoholic drinks (i.e. whiskey, gin, vodka, brandy etc.) are not advertised on radio or television. The code is framed on the assumption that this situation will continue”

  • 15(c)

“This code will apply to all other alcoholic drinks, i.e., beers, wines, sherries, fortified wines, vermouths, liqueurs, etc.”


The role of advertising in responsible alcohol consumption mary lambkin professor of marketing

RTD ALCOHOL PRODUCTS

“From June 1st 2003,

no RTD Alcohol

Advertising

on

Broadcast Media”


The role of advertising in responsible alcohol consumption mary lambkin professor of marketing

(a)Should not imply that it can improve physical performance

(b)Should not imply that drinking can contribute to social or business success or distinction or that those who do not drink are less likely to be acceptable or successful than those who do

(c)Should not suggest that any drink can contribute towards sexual success or make the drinker more attractive to the opposite sex by word or allusion

(d)Should not portray drinking as a challenge nor should it be suggested that those who drink are brave or daring

(e)Should not link in any way the consumption of alcohol to aggressive or anti-social behaviour

THE SPECIFIC TEXT

ASAI Code

6.2

Social Dimension

“An advertisement may refer to the social dimension or refreshing attributes of a drink but…………………”

(b)Should not imply that drinking can contribute to social or business success or distinction or that those who do not drink are less likely to be acceptable or successful than those who do


The role of advertising in responsible alcohol consumption mary lambkin professor of marketing

(a)Anyone depicted in an alcohol advertisement should be over twenty-five and should appear to be over twenty-five

(b)Treatments that are likely to appeal to minors should not be used. Advertisements should not feature characters (real or fictitious), motifs, colours or styles that are likely to appeal particularly to minors in a way that would encourage them to drink

(c)Alcohol advertising should not be placed in media primarily intended for minors. Advertisers should take account of the age profile so that advertisements are communicated, so far as it is possible, to adults

THE SPECIFIC TEXT

ASAI Code

  • 6.4

Young People

“Advertisements should not be directed at minors (those under 18 years of age) or in any way encourage them to start drinking. Accordingly…………………”

(a)Anyone depicted in an alcohol advertisement should be over twenty-five and should appear to be over twenty-five


The role of advertising in responsible alcohol consumption mary lambkin professor of marketing

Client Submits Script / accompanying form

Approved & Coded

Consultation if required

Revise or Appeal

Returned to Agency

Rejected

Agency to Media

Final version to CCCI

Returned to Agency

Final approval & number

HOW IT WORKS…


The role of advertising in responsible alcohol consumption mary lambkin professor of marketing

THE APPEALS PROCESS…

  • Independent Appeals Board

  • Submission in writing

  • Formal presentation (if desired)

  • Final Decision


The role of advertising in responsible alcohol consumption mary lambkin professor of marketing

THE WORK

  • Operating since February 2003

  • 1067 ads to end July

  • All media

  • Rejected c. 130


The role of advertising in responsible alcohol consumption mary lambkin professor of marketing

MONITORING BODY

  • Monitoring Body to be established

    • Review adherence to codes

    • Comment on marketing issues generally

  • Minister reassured on content

  • Placement still an issue


The role of advertising in responsible alcohol consumption mary lambkin professor of marketing

THE FUTURE OF THE CODE

Developing clarity for the future

What is a round of drinks?

How many people drinking?

Placement (media)


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