Can social marketing approach help towards better law implementation?

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1 Dr. Tanja Kamin, University of Ljubljana, Slovenia Daša Kokole, No excuse, Slovenia WSMC, Sydney, 2015 Can social marketing approach help towards better law implementation?

2 The existence of explicit and articulated national policies on alcohol is an indicator of the level of a country s commitment to reducing the harmful use of alcohol. (WHO, 2011) Alcohol-related regulation: Huge gray zone

3 Different measures to regulate alcohol related problems The most effective strategies are directed upstream: Reductions in availability (minimum pricing, licensing, decrease in liquor stores hours, restriction of sales of alcohol to minors); Restrictions on advertising and sponsorship; Strategies that influence perception of social norm (what is normal and culturally desired alcohol- related behaviour)

4 This presentation: response to concerns regarding alcohol availability which is strongly related to excessive alcohol consumption among the young Governmental measures: Legal drinking age (AUS, EU, SLO: 18; USA: 21) Alcohol sales to minors Enforcement of underage sales laws appears to be lax; helping to maintain easy access to alcohol for minors

5 Paradox (SLO) Statistics of the underage sales law enforcers Inspections Violations 143 retailers / 4 violations Research data Perception of easy availability (FG) Mystery shopping in the capital of Slovenia (Ljubljana) (2010; 36 trials / 33 violations) Clear regulative demands; questionable capacity of governments to enforce their laws

6 Motives for drinking among young people are mostly social High esteem Relaxation To be cool Forget about everyday troubles Feeling of social importance To fit in (perceived social norm) Experimenting with physical sensations SLO: 26 % of 15 years old are regular drinkers (at least once a week); Available Easy availability = a social consent to and encouragement for alcohol consumption Source: Zorko, Bajt, 2009; Tivadar, Kamin, 2005

7 Enforcement of sales laws need social marketing support Weak regulations are one of the main contextual risk factors for alcohol use among young people; Social marketing approach Law Attitudes; respect of the law Focus on structural change within the community promotes an overall environment that is less supportive of underage drinking.

8 Social marketing intervention to improve compliance with the minimum drinking age; priority groups Law enforcers: people as a problem SM: people as part of the solution Market inspectorate Retail managers/ Shopkeepers, Cashiers Young people Entertainment industry Bar managers/ Bartenders

9 Starting point: Pilot project mobilizing local community for more responsible attitude towards alcohol Interviews with shopkeepers, bartenders about the underage selling law; factors that influence (in)compliance with the law : barriers and inhibitors to desired behaviour Difficulties with calculating age from the ID Social pressure (acceptance of alcohol consumption) Fear of violent reactions Discomfort of being perceived as a nagger Denial / Everybody is breaking the law / lack of perceived social support 18 je zakon was a project supported by the City of Ljubljana

10 zakon-plakat_500x700.indd 1 12/1/10 10:15:06 AM Promotional materials 18 je zakon! / 18 rules! Project slogan 18 rules! Combined with a cartoonish super hero Point of sales store equipment PRIPRAVITE OSEBNI DOKUMENT, če kupujete alkohol. Motivate cashiers and bartenders to respect the law Stickers with age limit Posters Checkout signs with citation of the law 18 je zakon! Normalization of restricted availability of alcohol T- shirts Po 8. členu Zakona o omejevanju porabe alkohola sme prodajalec od vsake osebe, za katero domneva, da ni polnoletna, zahtevati, da izkaže svojo starost z osebnim dokumentom. Projekt je finančno podprla Mestna občina Ljubljana.

11 SM intervention Where/when 12 store locations (experimental communities) 4 major Slovene towns April and May 2014 Reframing the problem Project associate had direct contact with sellers; 5 minute introduction, acknowledging difficulties the sellers may have when dealing with minors attempting to buy alcohol; Presenting arguments for underage sales law; checking young people for IDs; Suggested methods how to deal with rude customers; Distribution of the promotional material; Discussion, appreciation of their collaboration.

12 Immediate feedback from the sellers Sellers were highly responsive to the intervention and recognized the issue as socially important; They acknowledged their role in addressing the problem related to alcohol availability; Promotional material was gladly accepted and recognized as a good support; The others : On few occasions store managers accused the competing store chains of having a store policy of selling alcohol to minors.

13 How effective was the intervention? Measuring the commercial availability of alcohol to young people with the Mystery shopping method Intervention Measuring the commercial availability of alcohol to young people with the Mystery shopping method 4 x 3 experimental groups 3 control groups 3 experimental groups 3 experimental groups 3 control groups 24 measurements 12 interventions 24 measurements 16 Mystery shoppers 4 M : 12 F Age: 16-17

14 Slight increase of compliance with the law in the experimental groups 100% 96% 92% 92% 80% 60% 40% 20% 0% 67% 18 je zakon Control group Before After Percentage of Beers Sold Before and After the Intervention in Total for Experimental and Control Group (Note: small sample; N=24)

15 More than half of the sellers in the experimental groups sold less alcohol after the intervention than before the intervention Control group 18 je zakon 100% 58% 42% Less Equal More 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Percentage of the Stores Where at the Second Measurement There Were Less, Equal or More Beers Sold Compared to the First Measurement. (Note: small sample; N=24)

16 100% 80% 60% 40% 20% 0% 100% 83% 83% 100% 100% 67% 67% 50% Ljubljana Kranj Maribor Celje Before After Percentage of Beers Sold Before and After the Intervention in the Experimental Group by the City 100% 80% 83% 83% 100% 100% 83% 83% 100% 100% 60% 40% 20% 0% Ljubljana Kranj Maribor Celje Before After Percentage of Beers Sold Before and After the Intervention in the Control Group by the City Note: number of measurements in each of the groups was 6 before and 6 after the intervention

17 Conclusions The general rate of incompliance with the law was high, ranging from 83% to 96%. Enforcement of laws regulating alcohol sales to minors is minimal and not sufficient to offer effective deterrence to alcohol sales to minors. Important finding of the experiment is that quite some sellers asked for the ID of the young customers, but then sold alcohol anyway.

18 Yes, Social marketing intervention approach can bring results in increasing compliance with the law when it comes to regulating alcohol availability to young people. Increased perception of public support (consent) with the law is crucial for achieving sustainable behaviour change and thus social change.

19 Thank

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