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Oireachtas Joint Committee on Health and Children. Presentation by MEAS/ drink aware .ie 1 December, 2011. Areas where MEAS has some Experience and Expertise. Alcohol Regulation at the Retail level Training in Responsible Serving of Alcohol

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oireachtas joint committee on health and children
Oireachtas Joint Committee on Health and Children

Presentation by MEAS/drinkaware.ie

1 December, 2011

areas where meas has some experience and expertise
Areas where MEAS has some Experience and Expertise
  • Alcohol Regulation at the Retail level
  • Training in Responsible Serving of Alcohol
  • drinkaware.ie communications and Social Marketing Initiaitve
alcohol marketing promotion merchandising and sponsorship
Alcohol Marketing, Promotion, Merchandising and Sponsorship

Regulatory Architecture

  • Laws of the Land
  • Direct Statutory or Regulatory Rules
  • Co-Regulatory Codes/ Systems
  • Self-Regulatory Codes
current regulatory architecture
Current Regulatory Architecture

Current Regulatory Architecture

Laws of the

Land

  • Broadcasting

Authority of

Ireland

  • Licensing

Laws

Co-Regulatory

Codes re.Placement of Alcohol Advertising and

Sponsorship

Self-Regulatory

Codes

  • ASAI Code
  • MEAS Code
  • RRAI Code
  • NOffLA Code

Individual AlcoholCompany Codes

additional statutory regulation present position
Additional Statutory Regulation? – Present Position

Intoxicating Liquor Act, 2008

  • S. 16 – Alcohol Promotions – Some regulations drafted.
  • S. 9 – Alcohol Merchandising.

Civil Law (Miscellaneous Provisions) Act, 2011

  • Codes of Practice
    • Minister can draw up Code
    • Minister can approve Code(s)

Under Consideration:

  • Minimum Pricing
  • Repeal of the Groceries Order vis à vis alcohol.
systems supporting co regulatory and voluntary codes
Systems Supporting Co-Regulatory and Voluntary Codes

Co-Regulatory Codes

Re. Placement of Alcohol

Advertising and

Sponsorship

Voluntary ASAI Code*

Re. Content of

Alcohol

Advertising

Voluntary MEAS

Code on Naming,

Packaging and Promotion of

Alcohol

Voluntary RRAICode on Structural

Separation, Advertising and Training

AMCMBMonitors and

Reports to Minister

CCCI

Central Copy Clearance Ireland

-Mandatory

Pre-launchAdvisory Service

-Voluntary

Chair of RRAIreports to

Minister

ASAI Code is concerned with practically all Commercial Advertising in all media.

regulation at the retail level is fragmented 1
Regulation at the Retail Level is Fragmented (1)

The current multiple codes situation is sub-optimal.

A multiplicity of codes creates

  • Confusion amongst the public
  • Confusion amongst staff responsible for implementing codes
  • Potential for codes of varying rigour and for licensees subject to more rigorous codes opting to leave for the softer code
  • Potential for inequity between the sectors, e.g. between the on trade retailer sector and the off-trade retailer sector.

.

slide9
Regulation at the Retail Level is Fragmented (2):Greater Role for Co-regulatory Approach to regulation

ASINGLE CODE GOVERNING ALL PURCHASING CHANNELS AND AREAS OF ACTIVITY IS NEEDED.

  • For both on and off-trade sectors
  • Governing alcohol sale, promotion and merchandising

SANCTIONS NEED TO BE STRENGTHENED – Need for a

CO-REGULATORY Code, with STATUTE governing PRICE based Promotions

  • S.17 of the Civil Law (Miscellaneous Provisions) Act, 2011

allows the Minister for Justice to develop a code or approve a code.

  • Non compliance with such a code is to be taken into account at licence renewal stage
  • Statute to address Below Cost Sales
serving and selling of alcohol
Serving and Selling of Alcohol

Training in the Responsible Selling and Serving of Alcohol

training in responsible serving and selling of alcohol
Training in Responsible Serving and Selling of Alcohol

VOLUNTARY TRAINING PROGRAMMES

  • Responsible Serving of Alcohol Programme- On-trade, nationwide.
  • NOffLA Responsible Trading Programme- Independent Off-Licence Sector
  • RRAI Responsible Selling of Alcohol Programme- Mixed Trade Sector

OBLIGATORY TRAINING REQUIREMENT

  • Supported by all sectors
  • Recommendation made to Government Departments in 2008
  • Link Obligatory Training to licence issuance and renewal.
mandatory age document distance sales
Mandatory Age Document; Distance Sales
  • Persons aged 18 – 20 are required to carry an age document in a licensed premises
  • It is not mandatory for them to produce an age document to purchase alcohol
  • Make mandatory to improve compliance and enforcement

Distance Sales – area of concern

context social partnership special initiative on alcohol 2006
Context: Social Partnership Special Initiative on Alcohol, 2006

Taoiseach’s Office

Trade unions

Gardaí

Industry

Working

together

to reduce

alcohol-related

harm

Education

Transport

Drugs

Community

Health

Justice

Voluntary

context social partnership special initiative on alcohol 20061
Context: Social Partnership Special Initiative on Alcohol 2006
  • Underage drinking
  • Excessive drinking
  • Drink-driving

Working

together

to reduce

alcohol-related

harm

abfi commitment
ABFI Commitment
  • Fund a medium term € multimillion programme
  • Media industry contribution
  • Purpose: Promote responsible consumption of alcohol and challenge anti-social behaviour around drinking
slide17
Pan Industry Supported Programme – delivered in Partnership with broad range of organisations/agencies
  • Fund offered to MEAS to develop and implement the programme
  • Delivery by drinkaware.ie v individual brand/multiple brands
  • Research led –consumer and theoretical
  • Objective-Promote responsible drinking and challenge anti-social behaviour around drinking
  • Audience targeted: 18 -29years; bullet–22 years
  • Evaluation andMeasurement: credibility of messenger; brand awareness; message take-out; channel effectiveness; attitude change; behaviour change
know the one that s one too many
‘Know the one that’s one too many’

Initial drinkaware.ie advertising campaign (November 2006 – May 2007

Targeted 18 – 29 year olds

further research integrated focused campaign
Further Research – Integrated focused Campaign
  • Overarching campaign to change drinking culture and anti-social behaviour: ‘Had Enough’
  • Tactical campaigns
    • L
tactical campaigns
Tactical Campaigns
  • Support behaviour change
  • Very targeted
  • Align message with its context: the right moment
  • Innovative uses of media
morning after campaign
‘Morning After’ Campaign
  • A previous night’s drinking may still affect your ability to drive the morning after
  • High profile, mass media
  • ‘Point of Danger’
  • Key Facts
widespread support
Widespread Support
  • Motor fuel distributors
  • Supermarket chains
  • Convenience stores
  • On-trade premises
  • Insurance companies
  • Soft drinks companies
  • Music festival promoters
  • Road safety offices
  • Gardaí at check-points
  • Public utility companies
  • Transport companies
  • Student bodies
  • College authorities
dare2bdrinkaware short film and multimedia competition objectives
Dare2Bdrinkaware Short Film and Multimedia Competition - Objectives

Develop a programme to encourage 18-24 year olds to reflect on our relationship with alcohol.

Facilitate the exploration and communicationof messages by young people to young people in young people’s media.

  • Growing influence of user generated media.
  • Using emerging social media

channels to facilitate peer

to peer messages about

responsible drinking.

delivery through partnership
Delivery through Partnership

Meeting shared objectives:

MEAS / drinkaware.ie

Promoting responsibility among those who choose to drink.

Digital Hub Development Agency

Developing and supporting digital media in Ireland.

Third Level Colleges

Providing a range of digital media/creative industry education programmes and alcohol awareness initiatives.

the college input
The College Input

Awareness is developed through college lecturers, Students’ Unions and through social media.

College Lecturers and Heads of Departments build the competition into their course programme.

evaluation
Evaluation

Qualitative evaluation to inform future development of the competition.

Feedback from college lecturers.

Feedback from Project Partners.

Student voice – how have they benefited from the competition.

positive trends 1
Positive Trends (1)

Per Capita Consumption over last decade

15+, 18+, per Capita overall: -18 to -20%

Drinking by 16 year olds

‘Not drinking in last month’: 27% up to 42%

‘Never drunk in last year’: 28% up to 53%

‘Morning After’ Messages

‘What is a Standard Drink?’: 48% up to 61%

How long to eliminate it?:

positive trends 2
Positive Trends (2)
  • ‘Being drunk in public is becoming less attractive’: 89%
  • ‘There is a growing awareness of the effects of excessive drinking’: 86%
  • The stated frequency of ‘drinking more than I should have’ in last month is down 21% (18 – 29 year olds) and down 33% (all adults) since 2007
  • ‘The drinkaware.ie brand should be used more widely: 89%
  • Reference websites (unprompted, ‘top of mind’)

drinkaware.ie: 74% (young adults), 54% (all adults)

hse.ie : 2% (young adults), 6% (all adults)

drugs.ie, others: Less than 1%

social marketing and communications
Social Marketing and Communications

MAJOR OPPORTUNITY TO HARNESS EXPERTISE AND RESOURCES OF ALL STAKEHOLDERS

thank you
Thank You
  • www.drinkaware.ie
  • www.meas.ie