AVMSD and alcohol policy: An NGO perspective Fiona Godfrey, European Association for the Study of the Liver Aleksandra Kaczmarek, Eurocare Tallinn, October 30-31, 2017
About EASL & Eurocare
Why engage on the AVMSD? Strong links between advertising, sponsorship, product placement and alcohol consumption Strong evidence base on the health harms of alcohol (and also alcohol + obesity) Viewing & advertising patterns changing Current rules out of date & not strong enough Once in a decade opportunity to improve regulation
Why engage? The evidence base for links between advertising and consumption of alcohol is strong
Advertising and alcohol consumption Exposure to alcohol marketing is linked to increased alcohol consumption amongst young people. Research concluded exposure to alcohol advertising increases the likelihood that young people start drinking at an earlier age, and to drink more if they already consume alcohol. Sources: AMPHORA project, Andreson et al. (2009) Impact of alcohol advertising and media exposure on adolescents alcohol use: a systematic review of longitudinal studies. Alcohol 44(3), 229-243 Smith and Foxcroft (2009) The effect of alcohol advertising, marketing and portrayal on drinking behaviour in young peoples: systematic review of perspective cohort studies. BMC Public Health, 9, 51. A higher exposure to online alcohol marketing was found to increase the odds of binge drinking in the last 30 days. Youngsters in European countries report being frequently exposed to online alcohol marketing. The frequency of exposure to alcohol marketing was found to be associated with risky drinking behaviour; higher exposure to online alcohol marketing was found to be associated with recent binge drinking Source: Exposure to online alcohol marketing and adolescents binge drinking, Alcohol Policy in Europe, AMPHORA project 5.
Product placement and sponsorship Sponsorship has a greater impact on the emotional/implicit mind than the rational/conscious mind. Sponsoring brands can enjoy brand rub and adopt the personality traits of programmes. Sponsorship makes brands famous and increases purchase intent, favourability and for me-ness Source: https://www.thinkbox.tv/research/thinkbox-research/tv-sponsorship TV Sponsorship: a brand s best friend. Sponsorship spending worldwide has been growing year on year from 2007 to 2016. In 2011, the spending amounted to 48.6 billion U.S. dollars, up from 46.3 billion a year earlier in 2016 it is estimate to be worth 60.2 billion U.S. dollars Source: https://www.statista.com/statistics/196864/global-sponsorship-spending-since-2007/ Product placement spending worldwide was 8,250 million U.S. dollars, it rose to 10,580 million U.S. dollars in 2014 and is predicted to rise further. Source: https://www.statista.com/statistics/261454/global-product-placement-spending/ 6.
Sponsorship youth events Source: WHO 7.
Why engage? Alcohol harms health
Alcohol consumption Low to high
Fig. 2 Who is drinking when? Patients admitted to an acute medical ward in the UK in a universal alcohol use screening study, 2011-2014 Journal of Hepatology 2017 67, 559-567DOI: (10.1016/j.jhep.2017.04.017) Copyright 2017 European Association for the Study of the Liver Terms and Conditions
Alcohol
Percentage change in prevalence 1990 to 2015 cirrhosis and other liver diseases
Why a new AVMSD? Advertising & viewing trends
Advertising on TV The total number of alcohol spots is presented in Figure 4.18. Also here, we observe substantial differences between Member States. The number of alcohol spots ranges from approximately 8,400 in Finland to approximately 670,000 in the UK. Figure 4.18 Total number of alcohol spots per Member State (year = 2013) 15.
6:00 6:30 7:00 7:30 8:00 8:30 9:00 9:30 10:00 10:30 11:00 11:30 12:00 12:30 13:00 13:30 14:00 14:30 15:00 15:30 16:00 16:30 17:00 17:30 18:00 18:30 19:00 19:30 20:00 20:30 21:00 21:30 22:00 22:30 23:00 23:30 % Reach TV viewing peaks in the evening 60 50 TV Radio Newspaper Magazine Other online activity 40 30 20 10 0 Time of day Source: Touchpoints 2016, IPA. Base: adults 15+. TV, radio, newspaper & magazine figures include online/app consumption
Country Advertising restrictions on national television Timeslot (watershed) Austria Before 19:30 Belgium, Germany, Children s program Bulgaria Spirits before 21:00 Cyprus Children & sport Czech Republic, Estonia, Finland 07:00 21:00 Denmark Children & sport Greece Spirits 18:30 21:30 Ireland Children/beer&wine 06:00 10:00 Italy Children/spirits 16:00 19:00 Lithuania Children/ 06:00 23:00 Malta, Netherlands, 06:00-21:00 Poland 06:00 23:00 (except in sports) Portugal 07:00 22:30 17.
TV set time is broadly stable across all age groups 4 hrs 29 min Adults 4 hrs 28 min 4 hrs 29 min Time spent viewing TV sets 3 hrs 18 min 16-34s 3 hrs 13 min 3 hrs 14 min Unknown TV-set time Broadcaster content Children 4-15 2 hrs 36 min 2 hrs 33 min 2 hrs 27 min 4 hrs 3 min 3 hrs 59 min 3 hrs 56 min 2 hrs 39 min 2 hrs 29 min 2 hrs 22 min 2 hrs 0 min 1 hrs 54 min 1 hrs 44 min 2014 2015 2016 2014 2015 2016 2014 2015 2016 Source: BARB, 2014 2016
TV viewing is expanding beyond the living room Where people watch television via tablets, laptops and/or smartphones Bathroom 9% Bedroom 46% Garden 12% Kitchen 19% Living room 56% Study 24% Source: Screen Life: TV advertising everywhere, 2014, Craft/Thinkbox
TV is viewed in many places outside of the home Usage of devices to watch TV out of home location PC/Laptop Tablet Smartphone 14% 13% 12% 10% 8% 6% 4% 2% 5% 8% 11% 2% 7% 4% 10% 9% 5% 5% 3% 1% 6% 9% 3% 5% 7% 0% Someone else's house Public transport At work Public building In a car Travelling on business Net: 17% Net: 16% Net: 13% Net: 13% Net: 12% Net: 10% Source: Screen Life: TV advertising everywhere, 2014, Craft/Thinkbox
TV has extremely high daily, weekly and monthly reach Commercial TV reaches 69.6% of the population in a day 91.9% of the population in a week 98.0% of the population in a month Source: BARB, 2016, individuals, reach 1min+. TV set viewing within 7 days of broadcast
TV accounts for a quarter of 15-24s chosen media day Messaging/emailing/ video calling 24% Adults 15-24 Any TV 26% Travel/weather info online 1% Sports/hobbies info online 1% Internet for work 3% Shopping online / product research 2% Browsing/other activity 5% Music online 3% Social media 17% Any radio 8% Any newspaper 1% Any magazine 0,5% Cinema 0,8% Banking 0,2% Online video inc SVOD (not BVOD) 8% Source: Touchpoints 2016, IPA. Base: 15-24. Includes only media which people choose to consume. TV, radio, newspaper & magazine figures include online/app consumption
EC proposal for alcohol in AVMSD, Recital 11 May 2016 Similarly, Member States should be encouraged to ensure that self-and co-regulatory codes of conduct are used to effectively limit the exposure of children and minors to audiovisual commercial communications for alcoholic beverages. Certain co-regulatory or self-regulatory systems exist at Union and national level in order to market responsibly alcoholic beverages, including in audiovisual commercial communications. Those systems should be further encouraged, in particular those aiming at ensuring that responsible drinking messages accompany audiovisual commercial communications for alcoholic beverages.
EC proposal for alcohol Art 9 3. Member States and the Commission shall encourage the development of self- and co-regulatory codes of conduct regarding inappropriate audiovisual commercial communications for alcoholic beverages. Those codes should be used to effectively limit the exposure of minors to audiovisual commercial communications for alcoholic beverages. EC explanatory remarks: On the other hand, the future Directive will also strengthen provisions to protect minors from inappropriate audiovisual commercial communications of foods high in fat, salt/sodium and sugars and alcohol beverages by, where necessary, encouraging codes of conduct at EU level (Article 9(2) and (4)).
Our campaign
Advocacy activities Contact MEPs (CULT, ENVI, IMCO) #avmsd social media presence, coordination of advocacy Investigating national level consultations and meeting attachés European Union, 2015 / Source: EC - Audiovisual Service / Photo: Lieven Creemers European Union 2014 - Source EP.
What were we asking for? Minimise exposure of health-harmful marketing to youth watershed 6:00 and 23:00 Exclude alcohol and HFSS food from the relaxation of product placement and sponsorship rules and eliminate self-regulation Ensure that Member States can effectively limit broadcasts from other countries on public health grounds
What did we get? EP resolution adopted May 2017 No 06.00 23.00 watershed (so we rely on national rules) A limited alcohol product placement/sponsorship ban not allowed in children s programmes but can be in programmes with a significant children s audience Provisions extended to video-sharing platforms Self-regulation by industry
Article 9 (1) (e) (EP text) Audiovisual commercial communications for alcoholic beverages shall not be aimed at minors and shall not encourage immoderate consumption of such beverages.
Article 9(2) (EP text)
Product placement
What happens next? The Council adopted a general approach in response on 23 May 2017 The text is now in trialogue If adopted in trialogue, the new text on HFSS foods is worse than current legislation Children s mental health is protected but not their physical health Advertising of alcohol on TV and social media will be subject to selfregulation by the alcohol industry via codes that we know to be ineffective Another generation of children and adults will develop alcohol related harm
Why did we fail? In a nutshell, we were trying to dismantle the business models of some of the most powerful and profitable industries (broadcasting, advertising, food, alcohol) in the EU in order to protect children s health But
Average uplift in profit effects TV is vital for long term profit for 3+ year campaigns only advertisers 140% 120% 100% 80% 60% 40% 20% 0% -20% TV Other brand Activation Source: Advertising Effectiveness: the long and short of it, 2013, IPA
Annualised ESOV efficiency TV & online advertising synergy is particularly large 1,2 1,0 0,8 0,6 0,4 0,2 0,0 Brand + activation channels TV + online Source: Advertising Effectiveness: the long and short of it, 2013, IPA
TV drives high levels of indirect online response and Short to medium-term response TV s contribution to media-driven sales % of media-driven response (i.e. excl. base driven sales) Paid search 33% Indirect Affiliates Facebook* 20% 33% Online display 26% Direct Telephone Direct to site 25% 29% Bricks & mortar 45% 0% 10% 20% 30% 40% 50% Source: TV Response: new rules, new roles, 2015, GroupM/Thinkbox. Based on 8 brands. *Facebook metric is likes/comments
Sports and live entertainment shows are driving TV profits The biggest linear audiences and therefore advertising spend will be attracted by entertainment shows with live interaction such as voting, and by live sporting events. Source: PwC, 2016
So we are back to product placement and sponsorship Slide: Eurocare
What is needed now? An end to self-regulation & voluntary codes that don t work Effective legislation restricting all forms of alcohol advertising in each EU country And a global response to a global problem caused by a global industry
And alcohol is a global industry 5 companies own & control the leading beer & spirits brands Their 2014 global revenue was 100 billion Marketing spend was 15% of revenue Annual profits were 23% Source: IAS, 2016
It s been done before Article 13 of the WHO FCTC prohibits all advertising for tobacco products 181 parties have agreed to this Let s think about it for alcohol!
Thank you and join us! Eurocare 8 th European Alcohol Policy Conference 20-21 November, 2018, Edinburgh EASL International Liver Congress, 11-15 April, 2018, Paris