A total ban on alcohol ads would “devastate” the industry
The British Medical Association’s call for a complete ban on alcohol advertising would have a “devastating” impact on TV, newspaper and magazine advertising, according to industry forecasts.
In the year to the end of June, around £72 million was spent on TV adverts promoting drinks, over £46 million on newspaper and magazine ads and a further £28 million on outdoor billboards and posters.
Alcohol companies also ploughed £14 million into advertising products through cinema ads, £15 million on direct mail and £4.5 million on radio, according to Nielsen Media Research.
As a result, if the BMA’s proposed ban goes ahead, it would cost the advertiser-funded UK media industry in excess of £180 million, Nielsen said.
The BMA published its ‘Under the Influence’ report yesterday, which claims that a total ban on alcohol advertising, including sports events and music festival sponsorship, is needed to tackle the UK’s drink problem.
Dr Vivienne Nathanson, head of BMA Science and Ethics, said people are drinking more because society is “awash with pro-alcohol messaging and marketing”.
However, in response to the report, chairman of the Institute of Sales Promotion (ISP) Clive Mishon said: “Yet again we are seeing calls to ‘ban’ alcohol marketing, which frankly achieves nothing in terms of addressing the bigger issue of educating people to drink responsibly. There has been prohibition before in the drinks industry – and that failed. Prohibition of marketing in the drinks industry is similarly ill conceived.
“The ISP represents many brands and agencies involved in the promotion of alcohol and we believe that steps do need to be taken to address cheap alcohol. Price promotion is not in the interest of either our members or the brands that they promote. It is a retailer-led activity and does not add value to brands nor address some of the social malaise that is the cause of drinking to excess.
“However we do not think that there is any justification in the BMA’s call to ban the advertising and marketing of alcohol. It is naive in the extreme, as it marginalises the role that the drinks industry itself can play in educating and encouraging responsible drinking. The brands themselves can be very powerful spokespeople in this endeavour. These very companies are already working with the Department of Health and other interested parties to promote a sensible drinking message to consumers, and we believe that such a co-operative approach is the best way forward.”
However, the author of the report, Professor Gerard Hastings, argued: “Given the alcohol industry spends £800 million a year in promoting alcohol in the UK, it is no surprise that children and young people see it everywhere – on TV, in magazines, on billboards, as part of music festivals 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 every day life. It is no surprise that young people are drawn to alcohol,” Hastings said.
The Department for Culture, Media and Sport said changes to regulations were only likely if there is new evidence to suggest that alcohol advertising causes harm to consumers.
“Advertising regulations must be robust and based on best evidence. If any new evidence emerged which clearly highlighted major problems caused by alcohol advertising in relation to consumer harm or protection of the vulnerable, in particular children and young people, then the independent regulators would have a duty to consider this fully and take appropriate action, ” a DCMS spokesperson said.
Newsline’s weekly columnist Ray Snoddy will comment on the BMA’s report later today.