EUCAM - European Centre for Monitoring Alcohol Marketing

Eurocare published recommendations for EU Alcohol Strategy

28 August 2012

Eurocare published recommendations for EU Alcohol Strategy The European Commission is currently evaluating the European Alcohol Strategy to support Member States in reducing alcohol-related harm. Eurocare, The European Alcohol Policy Alliance, has published its recommendations on a future EU Alcohol Strategy, covering the period 2013-2020.

One of the main points of the recommendations is that European alcohol consumption by 2020 should be reduced from an average of 12.5 litres to 9 litres per adult per year.

Strengthening the regulations on alcohol marketing throughout Europe is another important recommendation: “A level playing field for commercial communications should be implemented across Europe, building on existing regulations in Member States, with an incremental long-term development.”
Furthermore, Eurocare points to the existing French ‘Loi Evin’ as a framework for the regulation of alcohol marketing which could be accepted as the minimum standard across the EU.

A summary of the recommendations on alcohol marketing reads as follows:
Alcohol advertising should only be permitted under precise conditions defined by statutory regulation. When alcohol advertising is permitted, its content should be controlled:

• Messages and images should refer only to information of the products such as volume, origin, composition and means of production
• A health message must be included on each advertisement
• Messages should not mention or link to sexual, social and sports related images

Therefore, Eurocare recommends:
• No alcohol advertising on television or in cinemas
• No alcohol advertising on internet except at points of sale
• No alcohol sponsorship of cultural or sport events
• No alcohol advertising should be targeted at young people

* Regulations on product placement of alcohol products i.e. films and programs portraying drinking classified as for 18 certificate
* A complete removal of intrusive and interstitial marketing tools such as: social media, apps on mobile phones
* A complete removal of alcohol advertising outdoors and in public premises (i.e. athletes’ shirts, bus stops, lorries etc.)
* A complete removal of sales promotions such as Happy Hours and Open Bars/Girls Night etc.[/i]

Recommendations are also given on pricing. Since pricing is a crucial part of the marketing mix, here’s a short list of Eurocare’s recommendations on pricing and taxation:
* Minimum alcohol tax rates should be at least proportional to the content alcohol for all alcoholic beverages
* Tax on wine should rise in line with alcoholic strength
* Minimum tax rates should be increased in line with inflation
* Member States should have the flexibility to limit individual cross-border purchases so as not to diminish the impact of their current tax policies
* Member States should retain the flexibility to use taxes to deal with specific problems[/i]

Other subjects that Eurocare gives recommendations for are: Smarter regulation of availability of alcohol; Provision of information to consumers- labelling; Reduction of drink driving; Creation of safer drinking environments; Raised awareness of dangers from drinking during pregnancy; Protection of family and children; Prevention with special focus on prevention in the workplace; Treatment and early interventions; Better monitoring of data, development and maintenance of common evidence base.

Read the full recommendations on the Eurocare website>>

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