Australian National Preventive Health Agency ALCOHOL ADVERTISING: THE EFFECTIVENESS OF CURRENT REGULATORY CODES IN ADDRESSING COMMUNITY CONCERN FINAL REPORT 30 April 2014 www.anpha.gov.au FINAL REPORT ALCOHOL ADVERTISING: THE EFFECTIVENESS OF CURRENT REGULATORY CODES IN ADDRESSING COMMUNITY CONCERN The Australian National Preventive Health Agency The Australian National Preventive Health Agency (the Agency) was established on 1 January 2011 by the Australian National Preventive Health Agency Act 2010, to strengthen Australia’s investment in preventive health and help turn the tide on the rising prevalence of preventable chronic diseases. The Agency supports the development and implementation of evidence-based approaches to preventive health initiatives. Its initial focus, as requested by Commonwealth and state and territory Health Ministers, is to target obesity (including physical inactivity), harmful alcohol consumption and tobacco. In partnership with all Australian governments, and co-operating with industry, NGOs and health experts, the Agency is driving the national capacity for change and innovation around preventive health policies and programs and is committed to improving health outcomes for all Australians. Further information about the Agency can be obtained at www.anpha.gov.au. Note: While advice and expertise are provided to the Agency through its Advisory Council and Expert Committees, it should be noted that recommendations in the Report are those of the Agency, and do not necessarily represent the opinions of any members. © 2014 Commonwealth of Australia This work is copyright. Apart from any use permitted under the Copyright Act 1968, no part may be reproduced by any process without prior permission from the Australian National Preventive Health Agency. 2 FINAL REPORT ALCOHOL ADVERTISING: THE EFFECTIVENESS OF CURRENT REGULATORY CODES IN ADDRESSING COMMUNITY CONCERN TABLE OF CONTENTS EXECUTIVE SUMMARY .................................................................................................................. 6 RECOMMENDATIONS ................................................................................................................. 10 ABBREVIATIONS .......................................................................................................................... 14 GLOSSARY OF TERMS ................................................................................................................. 16 INTRODUCTION............................................................................................................................. 18 CHAPTER 1: ALCOHOL IN AUSTRALIA ..................................................................................... 20 1.1 Introduction ............................................................................................................................. 20 1.2 Patterns of harmful consumption ............................................................................................. 22 1.3 Alcohol-related harm in the population .................................................................................... 23 1.4 Economic costs of harmful alcohol consumption ..................................................................... 28 1.5 Alcohol related harm to others ................................................................................................ 29 1.6 Measures to reduce alcohol-related harm ............................................................................... 30 1.7 Conclusion .............................................................................................................................. 33 CHAPTER 2: ALCOHOL ADVERTISING ...................................................................................... 34 2.1 Introduction ............................................................................................................................. 34 2.2 Alcohol advertising: general marketing techniques .................................................................. 35 2.3 The Australian alcohol advertising landscape ......................................................................... 39 2.4 The changing advertising landscape ....................................................................................... 42 2.5 Conclusion .............................................................................................................................. 44 CHAPTER 3: THE INFLUENCE OF ALCOHOL ADVERTISING ON CHILDREN AND ADOLESCENTS .................................................................................................................. 45 3.1 Introduction ............................................................................................................................. 45 3.2 Intentional versus unintentional exposure ............................................................................... 46 3.3 Marketing practices that appeal to young people .................................................................... 47 3.4 Exposure of children and adolescents to alcohol advertising ................................................... 51 3.5 Young people’s susceptibility to alcohol advertising messages ............................................... 55 3.6 Impacts on product and brand awareness ............................................................................... 56 3.7 Impacts on attitudes and beliefs about alcohol ........................................................................ 57 3.8 Impacts on alcohol-related behaviours and consumption ........................................................ 59 3.9 Other Risk Factors .................................................................................................................. 66 3.10 Conclusion ............................................................................................................................ 68 CHAPTER 4: REGULATION OF ADVERTISING AND ALCOHOL ADVERTISING IN AUSTRALIA ........................................................................................................................ 69 4.1 Introduction ............................................................................................................................. 69 4.2 International standards and guidelines on advertising and self-regulation ............................... 70 4.3 Alcohol advertising regulation in overseas jurisdictions ........................................................... 73 4.4 Australia’s framework applying to alcohol marketing ............................................................... 78 3 FINAL REPORT ALCOHOL ADVERTISING: THE EFFECTIVENESS OF CURRENT REGULATORY CODES IN ADDRESSING COMMUNITY CONCERN 4.5 Alcohol Beverages Advertising Code ...................................................................................... 85 4.6 Recent action to improve the ABAC Scheme .......................................................................... 91 4.7 Conclusion .............................................................................................................................. 93 CHAPTER 5: REGULATORY OPTIONS FOR ALCOHOL ADVERTISING ................................... 94 5.1 Introduction ............................................................................................................................. 94 5.2 Regulatory assessment ........................................................................................................... 95 5.3 Policy options .......................................................................................................................... 98 5.3.1 Option A ............................................................................................................................. 100 5.3.2 Option B ............................................................................................................................. 102 5.3.3 Option C ............................................................................................................................. 103 5.3.4 Option D ............................................................................................................................. 105 5.3.5 Option E ............................................................................................................................. 106 CHAPTER 6: DETAILED ASSESSMENT OF CURRENT REGULATION OF ALCOHOL ADVERTISING AND RECOMMENDATIONS TO IMPROVE EFFECTIVENESS ............... 108 6.1 Introduction ........................................................................................................................ 108 6.2 Effectiveness of controls on the placement of alcohol advertising ......................................... 109 6.2.1 Television – free-to-air channels ........................................................................................ 111 6.2.2 Television – subscription channels ..................................................................................... 114 6.2.3 Digital media ...................................................................................................................... 115 6.2.4 Cinema .............................................................................................................................. 117 6.2.5 Outdoor and billboard advertising ....................................................................................... 118 6.2.6 Radio ................................................................................................................................