A BMA report authored by two Open University academics calls for a total ban on alcohol advertising.
The hard-hitting document says our society is ‘awash’ with pro-alcohol messages, and they are convincing young people that drinking is an essential part of daily life. It is written by Gerard Hastings, Professor of Social Marketing at the Open University Business School and director of the joint OU/Stirling University Institute for Social Marketing, and Kathryn Angus, a researcher in the Institute for Social Marketing.
They say alcohol consumption has risen rapidly across the UK population, not just among young people, and we are among the heaviest drinkers in Europe. Boozy Britain statistics highlighted in the report include:
• Households’ consumption of alcohol soared by 81 percent between 1992 and 2006
• Over a third of adults regularly exceed government guidelines
• Excessive drinking is just as common in older age groups as it is among the young
Ban alcohol marketing
The BMA wants government to get tough with the alcohol industry. It says the current policy of taking advice from drinks companies on how to curb drinking is like “putting the fox in charge of the chicken coop”. The report calls for government to:
• Ban all alcohol marketing, sponsorship deals and promotions such as happy hours and ‘two for one’ offers
• Set minimum price levels for all alcoholic drinks
• Raise the tax on alcohol above the rate of inflation
• Cut opening hours at on- and off-licence premises
Professor Gerard Hastings said never before has alcohol been so heavily promoted, with the alcohol industry spending £800 million a year on promotion in the UK. “It is no surprise that we see it everywhere – on TV, in magazines, on billboards, as part of music festival or football sponsorship deals, on internet pop-ups and on social networking sites.
“All these promotional activities serve to normalise alcohol as an essential part of everyday life. It is no surprise that young people are drawn to alcohol.”
Dr Vivienne Nathanson, Head of BMA Science and Ethics, said we need a ‘culture change’. “There was a time when it was normal to see cigarette adverts and people smoking on buses, trains, airplanes and in restaurants.
“When the BMA initially called for a ban on smoking in all enclosed public places there were outcries of ‘nanny state’, but I doubt most people would want to return to the days of smoky pubs now.”
The full BMA report, Under the Influence – the damaging effect of alcohol marketing on young people, is available here in the link below.
Useful links:
- Full BMA Report
- Study B324 Marketing and society
- Study GB017 Social Marketing
- Joint OU/Stirling University Institute for Social Marketing
Photo credit: woordenaar
Comments
I hate the fact that some people think you need drink to be a major part of your social life, and I agree that something needs to be done, but this isn't the way to do it. I don't think it's going to stop young people going out heavily drinking at the weekends - if it's seen as a 'cool' and 'fun' thing to do then they will do it anyway.
The problem will never be solved because the government and previous ones rely to much on the income from duty and vat on alcohol and its not in there interest at this time of massive debt to reduce taxes. Also compare our prices for alcohol to the rest of europe and we pay much more on average for our alcohol. I like a drink and i like to pay as cheap as possible i am at the age when most of my drinking is done socialising at home,the only way i can see of limiting the rowdiness caused by underage drinking is by reducing the number of outlets, today there are far to many places allowed to sell, this way it will be easier to check that drinking laws are being conformed to.Banning advertiseing just sends everything underground and then there is no control.
I don't think that this problem will ever go away until the drink culture changes in this country. Going out and getting drunk = having a good time. I can't count the amount of times this has been said to me. Presenters/news-readers are always joking about people who like a good tipple - then they comment on, and the media demonize young people for drinking irresponsibly without even mentioning the parents and adults in society who these young people have picked up this drink culture from. If adults act more responsible when drinking alcohol younger people wouldn't treat it as the norm and a *laarf* to act so irresponsible.
Well people are only interested in making money for as long as I know myself, they don't care that so many children are ending up in addiction treatment center or facilities like this only because they are advertising their products.
As long as the money's rolling and they're making their share in the business sec, it will be very hard to control or ban advertising. Aside from the culture changes that the country may need to adapt, advertising the negative effects of excessive drinking may help. People often stay glued online, so youtube ads, helpful resources like california dui, and facebook groups and fan pages can help narrate awareness to the young, it may help start to start a CHANGE in alcohol perception.