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Welcome to Alcohol Action Station edition #108
Issue no. 108
17/09/2015
ICCWA MCAAY
In this Issue
  • Welcome to Alcohol Action Station
  • Did you know?
  • The Worst Alcohol Ad of 2014-15
  • Day In The Life Of A Child
  • Strong Community Support for Regulation of Alcohol Advertising
  • Free TV Code Review: Sorting Fact From Fiction
  • Take Action on Alcohol Advertising!
  • Children Exposed to Alcohol Ads Over 50 Million Times In One Year
  • New Research on Alcohol Warning Labels
  • Alcohol in the Media
  • The Facts 

Welcome to Alcohol Action Station

The Alcohol Advertising Review Board (AARB) released its third Annual Report this week alongside calls for effective controls on alcohol promotion by Federal Members of Parliament from all parties.
 
Senator Richard Di Natale, Greens leader and former GP said, “The time has come to get grog ads out of sport”. Richard Di Natale
 
Dr Sharman Stone MP, Chair of the Standing Committee on Indigenous Affairs said, “We need to take steps to ban alcohol advertising whenever it may influence children. Alcohol advertising associated with sport is particularly influential on children. We need to close the loophole that allows alcohol advertising during live sport broadcasts.”
 
Melissa Parke MP, Member for Fremantle said, “This report shows that our hands-off approach to the regulation of alcohol advertising is not working.” Ms Parke also spoke about the report in the Federal Parliament on Monday. Read the transcript here.
 
The report concludes, “It is evident that self-regulation does not work and that the alcohol and advertising industries appear to display very little interest in anything that will genuinely protect children and young people from alcohol promotion. The AARB continues to be a necessary initiative to hold these industries accountable for their actions.”
 
Read the report and media release on the Alcohol Advertising Review Board website and keep reading the e-news for highlights from the report.

Until next time,

Danica Keric, McCusker Centre for Action on Alcohol and Youth
Megan De Piazz, Injury Control Council of WA

did you know?

The Alcohol Advertising Review Board report is available at www.alcoholadreview.com.au.

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The Worst Alcohol Ad of 2014-15

“A product review on the Dan Murphy’s website by a ’12 year old’ won the dubious honour of raising the most concern among our Panel,” writes Prof Fiona Stanley, Chair of the Alcohol Advertising Review Board (AARB). The Guardian article screenshot
 
Members of the AARB Panel were invited to vote for the ‘worst alcohol ad of 2014-15’. The customer review on the Dan Murphy’s website for Vodka Cruiser Pineapple Passion Punch 2L stated, “had a sip on my 12th birthday, went off my head gr8 flava wud recommend this to a friend.”
 
‘Alcohol Advertising Shockers of 2014-15’ also included a Thirsty Camel Bottleshops ‘Minister for Thirst’ promotion, the Smirnoff Australia Instagram account, Budweiser ‘Made for Music’ promotion, heavily discounted cask wine, alcohol ads on bus stops outside schools, Jim Beam sponsorship of a V8 Supercars event and a Liquorland soccer ball gift promotion.

Day In The Life Of A Child

It is inevitable that children and young people will be exposed to alcohol advertising given the amount of advertising and promotion present in the community.
 
The Alcohol Advertising Review Board annual report features a hypothetical example of how many times an average 15 year old Australian child could be exposed to alcohol advertising in one day, based on complaints received by the AARB.
 
With so much alcohol promotion and no effective controls on its placement, this hypothetical example may not be too far from reality.
 
This is what the day looks like. Click here for a larger version.

A day in the life of  a child

Strong Community Support for Regulation of Alcohol Advertising

Independent market research, commissioned by the McCusker Centre in July, shows strong community support for action on alcohol advertising. The survey of 1,098 Australian adults shows that:
  • Prof Mike Daube speaking at the launch of the report72% support legal controls to reduce young people’s exposure to alcohol advertising, with only 6% opposed.
  • 76% support limiting alcohol advertising on television to late night programming only.
  • 74% support phasing out television ads for alcohol during sports broadcasts.
  • 69% support phasing out the promotion of alcohol through sports sponsorship.
Want more?
The full report is available on the McCusker Centre website

Free TV Code Review: Sorting Fact From Fiction

Infographic from the reportFree TV Australia has proposed changes to the Commercial Television Industry Code of Practice that would increase young people’s exposure to alcohol advertising, including allowing alcohol ads on TV an hour earlier in the evening (from 7.30pm) and widening the loophole that allows alcohol ads in sport broadcasts on weekends and public holidays.
 

The AARB annual report busts some of the myths promoted by Free TV. For example…
 
Free TV says that children constitute a very small percentage of the audience for sporting events.
 
Busted! Official TV ratings data shows up to 19% of the viewing audience for major sporting events in 2014 and 2015 were under 18 years.

Take Action on Alcohol Advertising!

AARBIf you see an alcohol ad that concerns you, you can do something about it! The Alcohol Advertising Review Board (AARB) accepts complaints about alcohol ads from the Australian community. It’s a very simple process - we accept complaints by email, an online form, phone or the post. All we need is a picture or link to the ad and a few sentences on why it concerns you.
 
To keep up to-do-date on AARB determination, reports, and interesting research, follow @AlcoholAdReview on Twitter.

Children Exposed to Alcohol Ads Over 50 Million Times In One Year

Children and adolescents were exposed to alcohol advertising 51 million times in 2012, with almost half of this exposure occurring during the daytime.
 

New Australian research looked at children and young people’s exposure to alcohol advertising in AFL, cricket and NRL in 2012 in the daytime and night time.
 
Key findings:
  • children watching tvThere were 3,544 alcohol ads - 1,942 in AFL, 941 in cricket and 661 in NRL.
  • These programs had a cumulative audience of 26.9 million children and adolescents (aged 0-17 years), and 32 million young adults (aged 18-29 years).
  • Children and adolescents exposure to alcohol advertising was similar to young adults and peaked after 8.30pm.
The researchers conclude that the current advertising regulations are not protecting children and adolescents from exposure, particularly in televised sport; “The regulations should be changed to reduce children and adolescent excessive exposure to alcohol advertising when watching sport”.
 
Want more?
Read the full report in Drug and Alcohol Review.

New Research on Alcohol Warning Labels

Awareness of voluntary alcohol industry warning labels in Australia is very low, new research from Deakin University shows.
 
The research examined awareness of the voluntary warning labels, the ‘Get the facts’ logo (a component of the current warning labels) that directs consumers to an industry-designed informational website, and whether alcohol consumers visited this website.
 
Key findings include
  • No participants freely recalled the ‘Get the facts’ logo
  • Only 16% of participants remembered seeing the warning label
  • Only 7.3% of respondents had visited the website
  • Younger adults in the study were more likely to be aware of the warning labels
A/Prof Miller, one of the researchers said, “This highlights that while the DrinkWise brand might be a very successful marketing ploy by the alcohol industry, it doesn’t translate effectively into consumer knowledge or behaviour.”
 
The authors conclude that the current warning labels fail to effectively transmit health messages to the general public.
 
Want more?
Read the full study report.

Alcohol in the Media

Royal Australasian College of Surgeons fights to keep 10pm bottleshop closures under lockout laws
Sydney Morning Herald, 16 September 2015
Australia’s top surgeons are pushing to keep 10pm bottleshop closures following a nine per cent drop in assaults across the state since the measures were introduced.
 
Alcopop review written by 12-year-old named year’s worst alcohol advertising
The Guardian, 14 September 2015
Alcohol industry self-regulation under fire as report reveals year’s worst alcohol advertising, including Instagram accounts accessible by children.
 
Comment: Key must not turn on alcohol lockout laws
Sydney Morning Herald, 14 September 2015
Two years ago, on any Friday or Saturday night, the emergency department at St Vincent’s Hospital Sydney would be awash with victims of alcohol-related bashings and accidents.
 
Take alcohol from home: plastic flask company urges festival goers; slammed by organisers
ABC, 14 September 2015
A company is attracting controversy for encouraging music festival-goers to take alcohol from home as a way to beat inflated drink prices.
 
Sobering statistics on alcohol cost
The West Australian, 13 September 2015
West Australians are being urged to stay sober next month as trauma specialists reveal alcohol is linked to about 20 per cent of Royal Perth Hospital’s trauma admissions.
 
Leichhardt continues to evict mummy’s little helper from sports fields
Alt Media, 3 September 2015
Parents watching their kids play sport on the weekend will have to learn to cheer without beer as Leichhardt council cracks down on those who like to knock back a few on the sidelines.

The Facts

Here is a short summary of the complaints received by the AARB in 2014-15:
  1. Number of complaints received – 165
  2. Number of determinations by the AARB Panel – 116
  3. Number of determinations that upheld complaints – 92
  4. Number of determinations that upheld complaints in part – 17
  5. Number of determinations that dismissed complaints – 7
Check out the annual report for a full analysis of the complaints received by the AARB.
Alcohol Action Station aims to provide the WA community with the tools to take action to reduce harms from alcohol among young people. It is provided by the McCusker Centre for Action on Alcohol and Youth in association with the Injury Control Council of WA. You are receiving this email because you have subscribed to receive Alcohol Action Station fortnightly e‐newsletters and urgent bulletins.

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