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Marketing Communication : state of play

Marketing Communication : state of play. Ceri Thompson, DrPH Team Leader Alcohol and Drugs DG Health and Consumers. Alcohol strategy. Aims to “support EU and national/local government actions to prevent irresponsible marketing of alcoholic beverages..”

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Marketing Communication : state of play

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  1. Marketing Communication: state of play Ceri Thompson, DrPH Team Leader Alcohol and Drugs DG Health and Consumers

  2. Alcohol strategy • Aims to “support EU and national/local government actions to prevent irresponsible marketing of alcoholic beverages..” • “One aim of this joint effort will be … an agreement withrepresentatives from a range of sectors (hospitality, retail, producers, media/advertising) on a code of commercial communication“ • To “align advertising practice with social expectations” • Our working hypothesis: that the balance of evidence show cumulative effect of marketing on young people’s knowledge, attitudes and behaviour

  3. Marketing communication in 2006 • Variable picture of statutory regulation across the EU27 • Variable according to beer, spirits or wine, total ban or restricted, tv, radio, cinema, print, internet • 25 MS ban or restrict on tv; 11 ban or restrict on internet • 3 MS have no restrictions • Changing trends in marketing communication (stagnating growth of classic advertising, emergence of new media) • 76% agree alcohol advertising targeting young people should be banned (Eurobarometer 2006)

  4. How we have taken this forward • Alcohol Forum • 60 members and over 150 commitments • 15% commitments – commercial communication

  5. Examples of commitments • ANPAA monitor the enforcement of the French Loi Evin • Sector wide roll out of commercial communications standards across the EU • Spirits sector (CEPs), Beer sector (Brewers of Europe) • Improving internal compliance with company standards (e.g. with staff training) • AIG, BoE’s national membership, Bacardi-Martini, Heineken, SabMiller • Collating the EU wide situation (on broadcast advertising) • EGTA and EASA • Raising awareness in general public about how they can better complain about an advertisement • EGTA and EASA, Brewers of Europe

  6. How we have taken this forward • Alcohol Forum • 60 members and over 150 commitments • 15% commitments – commercial communication • Science Group • Unanimous conclusion that there is a positive relationship between marketing communication and the volume and pattern of young people’s consumption of alcohol • Marketing communication task force • Mapping exercise • Ten points for improvement of systems from Stockholm workshop

  7. Mapping Exercise: SR systems

  8. How we have taken this forward • Alcohol Forum • 60 members and over 150 commitments • 15% commitments – commercial communication • Marketing communication task force • Committee on National Alcohol Policy and Action

  9. Strengthen geographical coverage Strengthen how rogue traders/repeat offenders are dealt with Increase positive norming Broaden acceptance of volume adjusted to content issues Greater transparency on advertising spend Better engagement with NGOs Strengthen youth participation Pricing issues and competition policy Strengthen control of the digital aspect of marketing Increase global reach 10 topics for developing voluntary approaches Conclusions from a special workshop session on Marketing communication – Stockholm 2009

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