Norwegian and French advertising regulations the most effective (FASE project)

Statutory volume restrictions on alcohol advertising imposed are evidence based and the most effective way to protect young people.

The Dutch Institute for Alcohol Policy (STAP), has recently assessed the effectiveness of alcohol marketing regulations in 23 European countries. This study, which was co-funded by the European Commission, developed an evidence based framework to evaluate the effectiveness of existing regulations. The study showed that statutory regulations are much more effective than self regulatory codes written by the alcohol industry bodies. Young people especially are better protected against the influence of overexposure to alcohol marketing. The study identified the statutory regulations in Norway and France (The Loi Evin) as the most effective in protecting young people.

Statutory regulations contain restrictions in the amount of alcohol commercial spots aired.

Statutory regulations on alcohol marketing have in common that they aim to reduce the volume of alcohol marketing. An example of this can be found in the Netherlands, where alcohol marketing on TV is from 6.00h till 21.00h. Another example can be found in Poland where promotions for wine and spirits are banned.

On the contrary, voluntary codes by the industry almost exclusively refer to the content of alcohol advertisements.

According to the evaluation carried out by STAP, existing self regulatory systems are not effective enough and allow elements that are appealing for young people. Elements that appeal to the younger generation include lifestyle images, elements of youth culture (language, games, music, colours), humour, celebrities, cartoons and sexual contents.

The evidence collected proves that volume restrictions are the most effective. Content regulations could, when all relevant elements are addressed, protect young people from exposure to alcohol advertisements that are appealing to them. However, these regulations ignore the cumulative effect of marketing campaigns that often reach consumers by numerous media sources.

Norwegian and French regulations: best examples

The evaluation of the alcohol marketing regulations of 23 European countries showed that Norway and France have the most effective regulations. Norway has the most comprehensive volume restriction in Europe; all alcohol marketing is prohibited.

In France, the Loi Evin bans the promotion of alcohol on TV and cinemas, as well as alcohol sponsorship of cultural and sports events. These volume restrictions are completed with a content restriction that stipulates exactly what can be showed (instead of what is not allowed).

The FASE project – Focus on Alcohol Safe Environments

In its 2007 work plan, the European Commission called for the collection of best practices in work-place strategies, drinking environments and alcohol marketing. The intention of this call is to reduce the impact of harmful alcohol consumption. The FASE project has become a result of this call. In each of the three areas a literature study was preformed on effective policies and interventions. Cases and examples of these interventions were gathered throughout Europe in order to provide an overview in the three different areas. This led to new guidelines for more effective policies. On the project website http://www.faseproject.eu/ one can find all information and reports of the project.

For more information contact Wim van Dalen, wvandalen@stap.nl, Tel.+31 30 6565 04