Media Issue:
Proposed 9pm watershed on all Advertising of Alcohol and Food
Presenters:
Darryl Hall & Victoria Stroud
Date:
3rd December 2007
"It is becoming tougher to reach the core market of 18- to 26-year-olds in an effective way through television." - Rob Marijnen (The Times)
• 9pm watershed on all advertising of Alcohol and High Fat / Salt / Sugar Foods aimed towards under 18’s • Direct & Indirect effects on industry.. • Based upon 3 main reports conducted by OFCOM & Department of Health • Past attempts to restrict advertising by government...
The UK prohibits: • Use of "Treatments" and "Personalities" with particular appeal to those under 18 • Individuals in alcohol adverts must be and appear to be, 25 years old or over • Advertisements must not encourage or condone excessive consumption of any food • Advertisements must not directly advise or ask children to buy or to ask their parents or others to make enquiries or purchases • Endorsement of TV personalities or other characters who appear
• 1997 saw the lifting of a ban on advertising of distilled spirits on television. • Communications Act 2003 gives OFCOM the power to set standards and withdraw adverts and sponsorships. • Regularly in any children’s programmes are not to be broadcast before 9pm
• Non supported health / nutritional claims, misleading the public
(Due to new rules and Guidance Notes for the advertising of alcohol on TV that came into force on 1 January 2005)
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Fear of regulation tightening because of total ban on tobacco industry (Alcohol Advertising & Advertising to Children Identified as key areas of further regulations (Jun 24th, 1999) – Marketing Week
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European Legislation coming into force, creates tension about proposed "draconian style" Alcohol regulation in the future. (Mar 23rd, 2000) – Marketing
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Advertising Industry attacks proposals to put Tobacco style warnings on Alcohol Advertisement. (Dec 13th 2001) – Marketing Week
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Report calls for a review the code of practice for TV advertising to ensure that it does not target young drinkers or glamorise irresponsible behaviour. (Mar, 2004) - Alcohol harm reduction strategy in England
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Recent changes in law and regulation reviewed and provided a benchmark by which the appeal of future commercials would be measured. (2005) - OFCOM Young people and Alcohol Advertising
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New CAP regulations come in force which prohibit advertisements that... 1. Strongly appeals to people under 18 years of age 2. Links sex with alcohol 3. Implies alcohol is essential to the success of a social occasion 4. Links alcohol with daring, aggressive or irresponsible behaviour 5. Shows alcohol handled or served irresponsibly (Oct, 2005) – Promotions & Incentives
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New government report is released about the recent regulation changes and data that has been picked up from surveys. No evidence is found to link alcohol advertising to increases in binge drinking / over indulgency. (Aug, 2007) - Department of Health (Safe. Sensible. Social)
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Alcohol Industry rallies against governments plans for watershed plans. Plans are drawn up to combat new government proposals for tougher regulations (Oct, 25th 2007) – Marketing Week
Food industry: • • •
Increased awareness of healthy living within today’s society – High fat, sugar and salt consumption Estimated cost of obesity to the NHS is approximately £1billion per year – Estimated that by 2010 the cost to the economy alone could be £3.6b per year. Increased obesity rates – 18 % of boys and 18% girls aged 2-15 in England were classified obese in 2005
Drink industry •
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Increase of Binge drinking within the UK, which link to – Crime £20 billion per year in ill health, crime and disorder – 18-24 yr olds responsible for majority of alcohol related crime Alcohol has become more accessible for children – The number of UK children admitted to hospital because of drinking alcohol has risen by 11% since the mid-1990s 24 hour licensing Linked to – Teenage pregnancy – Anti social behaviour
Average alcohol consumption among 11–15 year-old pupils in England who drank in the last week, (1990 – 2006)
Heineken • Using its 6.5 million advertising budget to focus on sport sponsorship. – due to cost of air time and the cluttered environment. – Benefiting brand reputation
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High fat, salt and sugar content means cheese cannot be advertised during daytime or Saturday morning television – Damaging the image of cheese and denting future growth of the cheese market, worth £3 billion a year.
– (The Times, newspaper)
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WKD and Smirnoff ice both had adverts banned completely following claims they were likely to fuel binge drinking – Stop drinks firms using television to target under-age drinkers – Commercials for WKD have been blasted for using 'Little Britain' type humour, while Smirnoff relied on music and faces that were popular among under-18s
Advert that would not be shown with new restrictions: WKD (Shopkeeper)
Advert that would be fine with new restrictions: Magners (Summertime)
• Sponsorship by the drinks & food industries is worth millions to British sport. (McDonalds Example) • Media Companies and Media Buyers for TV are going to end up with less sales and lower profits • TV Channels, Media Buyers, Media Company could see closures
Government
Food Industry
Alcohol industry
Decreased rates in obesity, binge drinking which can link to crime etc Can also link to more money becoming available for the NHS
• Growth of profit for healthier products due to advertising increases. • Brands to put quality over profit bettering reputations
• Less pressure of underage drinking • Increased brand responsibility
Government
Food Industry
Alcohol industry
• Less money earned from tax’s from the products.
•Profit loss due to less advertising •more expenditures such as regulating adverts •Difficult to reach mass audience •Difficult to launch new products into the market •Could be the start of larger implementations e.g. tobacco industry
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Going underground below radar to advertise / Links with tobacco industry More advertising in other medias – Other media, such as print media, internet advertising, radio, billboards, retailer and event More creative advertising in new age Media Sponsorship – The Heineken Cup, is called the H Cup in France due to advertising restrictions.
“OFCOM estimates that a watershed restriction on fast foods and alcohol ads will cost broadcasters £211m” The Guardian | Monday November 26 2007
“A ban on drink advertising during the afternoon and early evening when sport is broadcast is estimated to reduce the ad spend from drinks brands by £50m” The Guardian | Monday November 26 2007
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