European Alcoho... / Resources / Policy Issues / Marketing
Marketing
Alcohol advertising was first regulated at EU level by the EU's "Television without Frontiers" Directive, which was adopted in 1989 and revised for the first time in 1997.
On 13 December 2005, the Commission proposed a new revision in order to take account of rapid technological changes and developments in the audiovisual services market such as video on demand, mobile television and audiovisual services via digital television.
On 24 May 2007, the European Parliament and the Council agreed on the proposal. The new Directive on Audiovisual Media Services entered into force on 19 December 2007. Member States have until 19 December 2009 to incorporate its provisions into national law.
Key Documents
The new Audiovisual Media Services Directive
Adopted in December 2007. Member States have until 19 December 2009 to incorporate its provisions into national law.
Television without Frontiers Directive
Passed in 1989, updated in 1997 and in 2007 it becomes the new Audiovisual Media Services Directive
Useful Links
EUCAM - European Alcohol Marketing Monitoring Centre
EUCAM is the 1st European alcohol marketing monitoring centre. Its website offers visitors all the available information about the impact of alcohol marketing, a collection of alcohol advertisements, information about alcohol marketing regulati...
Other Resources
-Good practices
Seen by public health experts as an example to follow, the Loi Evin, was passed in France in 1991 in order to control the advertising of alcohol and tobacco. The Law puts an end to lifestyle advertising of alcohol.
According to the Loi Evin messages and images in alcohol ads should refer only to the qualities of the product such as degree, origin, composition and means of production.
The Globe: The 'Loi Evin': a French exception
Loi Evin France: A French exception! A European Example! By ANPAA
-The impact of alcohol marketing on young people
Scientific Opinion of the Science Group of the European Alcohol and Health Forum (2009)
Does marketing communication impact on the volume and patterns of consumption of alcoholic beverages, especially by young people?
Anderson P. de Bruijn A. Angus K. Gordon R. and Hastings G. Impact of Alcohol Advertising and Media Exposure on Adolescent Alcohol Use: A Systematic Review of Longitudinal Studies. Alcohol and Alcoholism, pp. 1- 15, 2009.
Lesley A. Smith L. Foxcroft D. The effect of alcohol advertising and marketing on drinking behaviour in young people: A systematic review.Alcohol Education and Research Council, November 2007
Leslie B. Snyder et al (2006), Effects of Alcohol Advertising Exposure on Drinking Among Youth.
Alan W. Stacy et al (2004), Exposure to Televised Alcohol Ads and Subsequent Adolescent Alcohol Use. Am J Health Behav. 2004;28(6):498-509
Phyllis L. Ellickson et al (2004) Does alcohol advertising promote adolescent drinking? Results from a longitudinal assessment. Addiction, 100, 235–246
Projects
FASE: Focus on alcohol safe environments
The FASE project aims to develop best practice in advertising, self regulation and monitoring.
For more information go to:
ELSA (Enforcement of national Laws and Self-regulation on advertising and marketing of Alcohol)
A two year project that assessed the enforcement of national laws and self-regulation on the advertising and marketing of alcoholic beverages in all 25 Member States and applicant countries and Norway.
For more information go to: