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23/09/2009

The Swedish Presidency of the EU holds conference on alcohol and health

With the aim of supporting a sustainable, long-term and comprehensive strategy to reduce alcohol-related harm in the European Union the Swedish presidency organised on 21 and 22 September an Expert Conference on Alcohol and Health.

The Conference brought together 450 representatives from EU institutions and Member States, as well as from a range of stakeholder organisations.

The first day of the conference focused mainly on the protection of children, young people and unborn babies from alcohol-related harm (which is the number one goal of the EU Alcohol Strategy).

The conference discussed the harms that alcohol consumption during pregnancy causes to the unborn child as well as the issue of health warnings on alcohol containers. “Exposure to alcohol during fetal life may disturb the fine tuning that the wiring of the brain goes through at different levels,” said Professor Hugo Lagercrantz.

Advertising and marketing of alcohol

During the second part of the day the conference looked at ways of protecting children and young people from different forms of alcohol commercial communication.

“Evidence shows that alcohol marketing increases the likelihood that adolescents will start to use alcohol, and to drink more if they are already drinking,” said public health consultant Dr Peter Anderson.

There was also a discussion about forms of alcohol marketing communication beyond traditional advertising, such as new media and sponsorship.

A review of the research in this area and findings from research conducted by the Institute for Social Marketing was presented by Ross Gordon of the Institute for Social Marketing at the Open University and the University of Stirling.

Discussion on future self-regulation The programme included a workshop session on the Alcohol and Health Forum's Taskforce on Marketing Communication. During this session the effectiveness of self-regulation structures for marketing communication within the EU was debated.

The second day of the conference looked at the problems cause by alcohol among the elderly people.

The elderly are an often overlooked group. Increased awareness about the situation of the elderly was therefore one of the areas to receive particular attention. Dr Kieran Moriarty of Royal Bolton Hospital in the UK highlighted some of the difficulties in detection and barriers to treatment of older people. He also described the harmful effects of alcohol consumption on different systems of the body and why older people are particularly vulnerable.

The ageing population structure of Europe creates many health challenges, including an increase in the absolute number of older people consuming alcohol and dying as a result of harmful alcohol consumption. Mats Hallgren from Karolinska Institutet presented a report on recent developments in ten EU Member States.

Economic policy instruments to reduce alcohol-related harm

The afternoon session's discussions addressed pricing policies as an important element of cross-sectoral alcohol policy in the EU. The issues discussed included the effectiveness of general price increases, minimum retail prices and discount restrictions as means of reducing alcohol-related harm. The problems of cross-border trade were also addressed in the final presentation of the conference, Cross border trade with alcohol in the European Union.

Meeting conclusions

In concluding the conference, Minister for Elderly Care and Public Health Maria Larsson underlined four points that are also among the priorities of the Swedish Presidency. These were how alcohol affects children and the value of EU countries offering treatment and support to children growing up in families with alcohol misuse, the possibility of further regulation of marketing of alcoholic beverages, the increased consumption of alcohol among older people and the significance that the price of alcohol has for the level of consumption.

For more information:

Programme (in English and Swedish)

Webcast: Expert Conference on Alcohol and Health, 21 September

Power point presentations:
Opening speech by Ms Maria Larsson
Where do we Stand _ based on DG SANCO progress report on the EU Alcohol Strategy, Michael Hubel

WAYS TO PROTECT THE UNBORN CHILD

Making of the brain – critical windows during brain development, Hugo Lagercrantz
The French experience: Health Warning labels to raise awareness, Juliette Guillemont
Alcohol free pregnancies – Catalan Prevention Plan, Lidia Segura

WAYS TO PROTECT CHILDREN AND YOUNG PEOPLE

Children in families with alcohol problems, Kit Broholm
Health and School programme in Catalonia, Joan Colom
Plenary, 21 September, Robert Madelin

WAYS TO PROTECT CHILDREN AND YOUNG PEOPLE FROM THE DIFFERENT FORMS OF ALCOHOL COMMERCIAL COMMUNICATIONS
Impact of advertising on young people, Peter Andersson
Meaning-making process of alcohol use and alcohol commercials, Matilda Hellman
Protection of young people against irresponsible commercial communications, Ildiko Fazekas

ARE THERE ANY EFFECTIVE AWARENESS RAISING ACTIVITIES IN PLACE?

Alcohol marketing and young people, Ross Gordon
Social Marketing – a critical tool, Gerhard Hastings Can media take the role of health advocates, Andy Cook

ALCOHOL PROBLEMS AMONG THE ELDERLY