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PRESS RELEASE: 03.06.2010 Working group does not propose changes to alcohol advertisingToday, 3 June 2010, the government’s working group on alcohol advertising decided not to recommend tightening the Alcohol Act. In the view of the Federation of the Brewing and Soft Drinks Industry, the working group came to a rational conclusion that is in line with European practices. The only EU countries where alcohol advertising is more stringently regulated than in Finland are Sweden and France. Assessments have shown that the alcohol advertising legislation that came into force at the beginning of 2008 is effective and is complied with. The member companies of the Federation of the Brewing and Soft Drinks Industry have decided to go beyond the requirements of the law by setting self-regulation guidelines for their own advertising. “The Federation of the Brewing and Soft Drinks Industry is not in favour of the prohibition of alcohol advertising or stricter controls on it. Prohibiting advertising would only mean that it would not be featured in Finnish newspapers, magazines and TV channels. Prohibition would not extend to alcohol advertising that children and young people see on the Internet, in foreign print media and cable TV, and as product placement in foreign TV shows and movies broadcast on Finnish channels,” says Tero Kallio, Managing Director of the Federation of the Brewing and Soft Drinks Industry. A recent Swiss study (“The effects of alcohol advertising on the alcohol consumption of youth” 2010, TÜV Rheinland Consulting Gmbh) assessed that the prohibition of alcohol advertising is an ineffective means of preventing underage alcohol consumption. “If alcohol advertising were restricted, Finnish players would only be able to compete against foreign brands with their product pricing. Further intensifying price competition in the alcohol market would hardly serve anyone’s interests,” says Kallio. Education instead of prohibition Underage alcohol consumption and the adverse impacts of alcohol in general are influenced by the alcohol consumption of parents and peer pressure (TNS study for the Finnish Advertising Council, 4/2010). Although the alcohol consumption of Finns is on a par with the European average, Finland has one of the highest rates of alcohol-related harm and liver disease in Europe. Drinking habits are the factor behind this odd equation. “Finland has traditionally sought to reduce the adverse impacts of alcohol with heavy alcohol taxes, regulation and restrictions. Moderate use of such measures will certainly be necessary in the future, too, but we must also educate people how to enjoy alcohol responsibly. In Finland, the problem is not so much the total consumption of alcohol per capita, but our binge-drinking culture. Instead of prohibiting the advertising of mild alcoholic beverages, we should step up long-term education on responsible consumption,” says Kallio. In 2008-2010, the Federation of the Brewing and Soft Drinks Industry carried out the “Drunk, You’re a Fool” campaign. It was targeted at young adults and sought to influence their attitudes and views on binge drinking. The campaign results were excellent and the materials reached the target group extremely well. The campaign received the Health Promotion Act of the Year award in 2009. The “Drunk, You’re a Fool” campaign is currently ongoing in magazines, online and other media. For additional information,
contact: The brewing industry is committed to responsible product advertising and marketing: http://www.panimoliitto.fi/panimoliitto/vastuullisuus/markkinointi (in Finnish only) | |
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