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Have We Bottled ItPresentation

• James Doorley
• Assistant Director
• National Youth Council of Ireland

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Introduction

• Representative body for 55 national voluntary
  youth organisations.
• Member orgs working in every community with tens
  of thousands of children and young people
• Recognised as a social partner
• Recognised in legislation as representative of
  youth work interests.

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Context

• Alcohol misuse and alcohol related harm among
  children and young people is a major issue for
  member organisations.
• The statistics are a daily reality for youth
  workers on the ground.
• Impact of alcohol misuse is more significant than
  other illegal drugs.
• Traditionally lot of work done by youth orgs on
  education and awareness.
• Growing recognition in last decade with
  liberalisation that problem was growing and
  education and awareness was having little or no
  influence in isolation. (proven by research)

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Our Approach

• Evidence based approach led us to pursue advocacy
  around the key issues such as availability,
  price, marketing and advertising.
• Child Protection issue-delay age at which young
  people start to drink and quantities, strength
  and frequency
• NYCI had also participated in Liquor Licensing
  Commission, STFA, Special Initiative on Alcohol.
• NYCI come to conclusion that action was required
  on alcohol advertising and marketing to protect
  children and young people as part of an overall
  package of measures.

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Background

• Ireland had given a commitment to protect
  children from pressures to drink (WHO/EU)
• 2002 interim Strategic Taskforce on Alcohol
  (STFA) recommended reduction in exposure.
• 2004 STFA final report recommended legislation.
• 2003 DOHC proposed legislation-agreed by Govt
• By 2005, this was replaced by a voluntary code
  and revised in 2008.

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NYCI Position on Code

• We want effective measures-code is window
  dressing.
• Provides political cover to Government and allows
  industry to give the impression of action when
  there is no impact.
• Code is akin to drinks industry writing its own
  exam questions and correcting the results.
• Does very little to address quantity, lack of
  independent monitoring and no consequences even
  when weak provisions are breached.
• Industry accepts that advertising and marketing
  is a problem by agreeing to a code.
• In the absence of meaningful action we explored
  other options to build the case for legislation.

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Research Question

• Is Irelands stated commitment to protect young
  people from the pressures to drink reflected in
  actual experience of young people?
• Key aspect for NYCI was young persons
  perspective/participation. In line with our
  participation policy and national childrens
  strategy.

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Overview of the Research

• To map young peoples exposure to alcohol
  marketing, as documented by young people.
• Mapping is defined as the detailed description
  and documentation by young people of alcohol
  marketing practices they are exposed to in their
  daily lives.
• Dr. Ann Hope was contracted by NYCI to undertake
  the research project and write the final report.
• Marie-Claire McAleer NYCI also worked closely
  with Dr. Hope on research methodology and report.
  
• Niamh McCrea contracted as youth leader to
  supported and coordinated the participation of
  the young people.
• Acknowledge funding from HSE to complete this
  research

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Methodology

• Selected 16 young people from 4 regions
• Most aged 16/17, some 18/19
• Young People were trained in research process.
• Protocol developed so that data collection was
  systemic-given record sheets, camera and asked to
  keep diary.
• Support from youth leader throughout.
• Data collection took place in 4th quarter 2007.
• Debriefing day at end of data collection.

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Findings -Product

• 13 of the 16 young people returned record sheets.
  
• A total of 157 relevant marketing practices were
  collected.
• Beer products 57
• Spirits/Liqueurs 15
• Wine 11
• Mixed products 8
• Alcopops 5
• Cider 4

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Findings
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Findings

• 79 found marketing practices for spirits
  appealing
• 75 for alcopops
• Marketing practices of three beer brands.
  Carlsberg, Guinness and Heinekin particularly
  appealed to young people.
• Only a third found wine and cider marketing
  practices appealing.

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Findings-Top 5 Appealing Ads

• 1. Carlsberg Irish Language ad (TV)
• 2. Budweiser frog ad (internet)
• 3. Heineken Rugby ads
• 4. Guinness drum ad (TV)
• 5. Bulmers time dedicated to you (TV)

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Findings-Feedback from young people

• funny attractive cheap is good
•  
• linked to sport very smart refreshing
• clever Celebs look cool looks delicious
• catchy music eye catching very energetic
• colourful sponsors my sport interesting
•  
• felt special after free offer very classy
• free caught my eye cheap/free
•  
•  

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Summary

• Young people exposed to alcohol marketing and
  advertising through 16 different channels.
• Top 6 were television, internet,
  newspapers/magazines, street flyers, billboards
  and supermarkets/shops
• Packaging of spirits/alcopops most attractive
• Integrated marketing is common, 2/3rds reported
  this.

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Summary

• 1 in every 4 marketing practice involved a price
  promotion.
• Location for price promotion, street followed by
  supermarket.
• Young people find alcohol marketing
  appealing-humour is the most important element,
  other aspects clever, cheap/free.
• 8 of the 10 most appealing alcohol marketing
  practices were TV ads.

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Conclusions

• Young people are exposed to extensive and
  pervasive alcohol advertising and marketing on a
  regular basis.
• Alcohol ads are effective, young people find them
  appealing.
• Existing codes making little or no difference.
• Research evidence shows that exposure to
  advertising and marketing increases the
  likelihood that young people will start to drink
  and to drink more.
• Action is required to restrict and limit alcohol
  marketing and advertising to protect children and
  young people.