AMPHORA Manifesto: a call to reduce the EU’s drinking problem
29 October 2012
The final conference of the AMPHORA research project was held with the Swedish Medical Society in Stockholm, on 17th-19th October. Among other things, the conference resulted in the publication of the AMPHORA Manifesto on Alcohol Policy, in which 71 scientists from 33 organizations from 14 European countries provide a base of understanding of alcohol policy and what it entails, encourage rethinking the dynamics of policymaking and the necessary actions across different levels and sectors of society.
Among the main points of the manifesto is the following paragraph on alcohol marketing:
We regard the evidence as compelling that all forms of commercial communications on alcohol should be banned.
This was the third of the three ‘best buys’ put forward by the World Economic Forum and the World Health Organization. When it is studied, the greater the exposure, the greater non-drinkers are likely to start to drink, and the greater the consumption of existing drinkers. Even simply watching a one hour movie with a greater number of drinking scenes, or viewing simple advertisements can double the amount drunk over the hour’s viewing period. Most commercial communications are now done through social media outlets, and, so, bans need to apply to them. Self-regulatory codes do not work. Even if an advertisement is pulled after airing, it is too late and the advertisement often lives on, copied in social media.
Furthermore the document describes the AMPHORA scientist’s concern over the current state of alcohol policy:
We are concerned that our governments are not doing enough to reduce the harm done by alcohol.
By their own admission, many countries themselves say that they have been doing the wrong things. Over the five years 2006-2010, according to a 2012 World Health Organization report, areas of policy that got stronger in European Union countries included more education and public campaigns, and areas that did not get stronger or got weaker included pricing and advertising. This is the wrong way round to what might have made a difference.
“Of course, there is no way that we could expect European citizens to adjust their drinking habits to respect the European Food Safety Authority limits on toxic thresholds for cancer (one drink a year)”, noted Peter Anderson, Professor of Substance Use, Policy and Practice at Newcastle University, England, and co-lead of the AMPHORA project, “but there are urgent things that governments need to do, like making information and health warning labels mandatory on all alcohol beverage containers, in the same way that cigarette packets carry labels saying that cigarettes cause cancer; and, like banning all forms of commercial communications on alcohol, as has been done for tobacco.”
Read the full manifesto on the AMPHORA website>>
EUCAM news Advice UK MPs: “Replace self-regulation of alcohol advertising with statutory regulations” (18 Aug 2014) New research concludes: Energy drink mixes increase urge to drink alcohol (10 Aug 2014) India: new labelling laws lead to trouble for booze importers (10 Aug 2014) Namibian MP pleads for ban on alcohol marketing (21 Jul 2014) European road-safety & alcohol-prevention lobby to confront alcohol sponsorship of F1 (20 Jul 2014) After Brazil, Russia also suspends its alcohol regulations for the FIFA World Cup (10 Jul 2014) US research: Underage drinkers heavily exposed to magazine ads for alcohol brands they consume (9 Jul 2014) Alcohol industry funding charities in order to gain influence inside government (23 Jun 2014) MillerCoors caught hiding truth about ingredients (22 Jun 2014) Scottish health bodies criticize Commonwealth Games for alcohol sponsorship (22 Jun 2014) English NGO sponsors youth sports teams so alcohol brands can’t (21 Jun 2014) Cayman Islands considering further alcohol advertising restrictions (11 Jun 2014) New Zealand: Momentum for alcohol marketing restrictions after election (8 Jun 2014) Turkish shop owners getting ready for alcohol advertising restrictions (8 Jun 2014) New research: How movies may make you drink more (31 May 2014) Alcohol companies using social media to get around regulations (11 May 2014) Trinidad: Campaigning politician speaks out against alcohol advertising (5 May 2014) UK: Leaked document claims labour party wants to crack down on alcohol advertising and sports sponsorship (4 May 2014) UK: Retailer criticized for exposing minors to spirits commercial on Youtube (30 Apr 2014) Powdered Alcohol: new product not approved by US Government (29 Apr 2014) UK: Alcohol industry’s complaint about TV campaign linking alcohol to cancer rejected (28 Apr 2014) Alcohol advertising restrictions lead to less hazardous drinking (28 Apr 2014) Belgium: put our beer culture on UNESCOs Intangible Cultural Heritage List (14 Apr 2014) Research: Alcohol brand references in music raises likelihood of binge drinking (13 Apr 2014) New research: End-of-aisle displays associated with increased alcohol sales (25 Mar 2014) Armenia plans time restrictions for digital alcohol and tobacco advertising (24 Mar 2014) US: FTC study reveals insight into online alcohol marketing (23 Mar 2014) Policy on Alcohol (Marketing): Still on the agenda of the European Commission (20 Mar 2014) Turkey to restrict commercial and private alcohol promotion through social media? (11 Mar 2014) Seventy percent of Californian shops advertise unhealthy products (10 Mar 2014) Finland bans alcohol branded social media communication in 2015 (28 Feb 2014) Possible new trend: Tobacco infused liquor? (17 Feb 2014) UK Government goes through with below cost ban, despite criticism on effectiveness (9 Feb 2014) US researchers find evidence of underage targeting of alcohol marketing (22 Jan 2014) South Africa: Alcohol Ad ban delayed again (12 Jan 2014) Institute of Alcohol Studies: Report shows support for minimum alcohol pricing in the UK (16 Dec 2013) Finland Introduces Nation-Wide Alcohol Advertising Ban (16 Dec 2013) American study shows alcohol brands marketing through music lyrics (16 Dec 2013) British TV ad by Coalition of UK Brewers banned for transgressive content (16 Dec 2013) UK: Blackpool council wants to end outdoor alcohol ads (1 Dec 2013) European civil society organizations decide to leave the European Alcohol and Health Forum (1 Dec 2013) Lithuanian alcohol marketing restriction gains international support (1 Dec 2013) Irish Government finalizes Alcohol Strategy: No ban on sports sponsorship (25 Oct 2013) Australians done with alcohol branded sports sponsorship (25 Oct 2013) Research suggests online alcohol marketing leads to young people drinking more, more often and at an earlier age (30 Sep 2013) Irish criticism on Arthur’s Day mounting (24 Sep 2013) South Africa: Draft Bill banning alcohol advertising approved (24 Sep 2013) British football fans see two alcohol brands per minute on TV (17 Sep 2013) British super market chain ASDA drops responsibility deal (17 Sep 2013) Ukraine to introduce a total ban on alcohol advertising (30 Aug 2013) South Africa: Ministers clash over proposed ban on alcohol advertising (28 Aug 2013) Denmark: Minister calls out nightclubs for training children to drink alcohol (27 Aug 2013) Australian study shows premier sports event saturated with alcohol marketing (14 Aug 2013) Irish media report ban on alcohol branded sport sponsoring will be approved (30 Jul 2013) Health advisors resign in reaction to UK Governments scrapping minimum pricing (30 Jul 2013) Norwegian state liquor monopoly undermined by tax-free shops (30 Jul 2013) Heineken TV spot banned in the UK (18 Jul 2013) Upcoming trend? Big Alcohol investing in online beer retail through social media (18 Jul 2013) University of Sheffield: UK Ban on below-cost selling for alcohol would have smaller impact than a 45p minimum price (18 Jul 2013) UK Government bows to industry pressure and abandons plans for minimum alcohol price (18 Jul 2013) Australian health advocates call for ban on online alcohol advertising (9 Jul 2013) Ireland: Review committee opposes ban on alcohol branded sport sponsorship (9 Jul 2013) Research shows that alcohol marketing is not harmless (27 Jun 2013) South African NGO calls for alcohol ad ban at Aids Conference (25 Jun 2013) UK: Alcohol Concern says industry should stick to the facts (25 Jun 2013) Scientist calls for stronger regulation of online alcohol marketing (19 Jun 2013) Canada: The role of marketing in getting young girls to drink as much as boys (13 Jun 2013) US: Alcohol industry watchdog critical of voluntary ‘Serving Facts’ (12 Jun 2013) UK: Youth exposure to TV alcohol ads on the rise, industry asked to review their rules (30 May 2013) US: Study finds self-regulated alcohol product placement in movies ineffective (28 May 2013) India: NGO criticizes Premier League cricket team for alcohol sponsorship (14 May 2013) Australia: action against alcohol price promotions on store receipts (14 May 2013) Turkish government planning alcohol advertising ban (14 May 2013) Minimum pricing will bring “substantial health and social benefits” says new IAS report (5 May 2013) Ghana: Presbyterian Church concerned about alcohol ads on TV and radio (23 Apr 2013) Netherlands: Research into failing alcohol marketing regulations affects policy (23 Apr 2013) Almost half of popular youth festivals in Sweden sponsored by alcohol vendors (18 Apr 2013) UK: ban on super-strength alcohol makes streets safer (17 Apr 2013) Finland to ban outdoor alcohol marketing (17 Apr 2013) Google no longer advertising alcohol in Finland (17 Apr 2013) India: Female alcohol consumption on the rise (19 Mar 2013) Ireland: Policy makers not prepared to do what needs to be done against alcohol (17 Mar 2013) UK: Minimum pricing off the table, Prime Minister still determined to ‘deal with’ cheap alcohol (17 Mar 2013) UK health organizations deliver own alcohol strategy: 50p minimum pricing priority (12 Mar 2013) UK: School children ask MP’s to regulate alcohol marketing (12 Mar 2013) Invitation: Alcohol marketing without borders – a threat to national regulations? (28 Feb 2013) European Parliament fails to address problems with self- regulation of alcohol marketing (26 Feb 2013) US: Super-sized alcopop ‘Four Loko’ to become resealable and informative (19 Feb 2013) Health professionals release Statement of Concern about the increasing involvement of alcohol industry in public health activities (12 Feb 2013) Experts say: Food & drink industries undermine health policy (12 Feb 2013) Underage youth drinking concentrated among small number of brands (12 Feb 2013) New covenant on advertising and marketing of alcoholic beverages in Belgium (3 Feb 2013) New study finds children's alcohol ad exposure may lead to fights, academic decline and attending classes drunk (29 Jan 2013) US: FTC looking into underage exposure to online alcohol marketing (23 Jan 2013) Finland: strict regulations of retail alcohol promotions under attack (15 Jan 2013) Seoul Metropolitan Government tackles use of pop stars in alcohol ads (9 Jan 2013) Alcohol marketers use drinker identity and brand allegiance to entice underage youth (20 Dec 2012) Time Restrictions on TV Advertisements Ineffective in Reducing Youth Exposure to Alcohol Ads (13 Dec 2012) Sweden calls for an end to alcohol advertising on national television (11 Dec 2012) Alcohol brands create most engagement on Facebook (30 Nov 2012) Australian academic critical of easy access of minors to alcohol websites (21 Nov 2012) South Africa: Plans for alcohol advertisement ban still on (20 Nov 2012) New study conducted for European Commission says youths overexposed to alcohol marketing (15 Nov 2012) Alcohol brands unhappy with irresponsible alcohol portrayal in new film (10 Nov 2012) Australian Government actively and successfully discouraging alcohol sport sponsorship (10 Nov 2012) AMPHORA Manifesto: a call to reduce the EU’s drinking problem (29 Oct 2012) US ban on alcohol marketing in college newspapers upheld (20 Oct 2012) Exposure to online alcohol marketing increases the chance of binge drinking (9 Oct 2012) Fifth European Alcohol Policy Conference (9 Oct 2012) Feature of Irish alcohol strategy uncertain as minister resigns (2 Oct 2012) Scotland gains support of UK government and health charity in defense of minimum pricing policy (2 Oct 2012) New report declares Australian self-regulation a failure (25 Sep 2012) Scottish minimum pricing policy under attack from Europe (17 Sep 2012) Newest trend in US alcohol packaging: Squeezable Pouches (17 Sep 2012) European call to collect alcohol marketing practices (13 Sep 2012) Lithuania: MP suspected of accepting bribe to stop alcohol marketing ban (28 Aug 2012) Eurocare published recommendations for EU Alcohol Strategy (28 Aug 2012) Blue Cross Zurich aiming for National Ban on Alcohol Sport Sponsorship (25 Aug 2012) Australian self-regulation body declares Facebook comments ‘advertisements’ (7 Aug 2012) Health Committee report critical on UK’s Alcohol Strategy (25 Jul 2012) Israel bans alcohol advertising on billboards and buses (17 Jul 2012) Alcohol producers to ban underage marketing exposure on Twitter? (17 Jul 2012) Russia clamps down on online and print alcohol advertising (11 Jul 2012) Irish supermarkets pull booze ads for child allowance day (10 Jul 2012) Finnish advertising company sabotaging the aim to protect children and youth (10 Jul 2012) New study concludes overexposure of minors to irresponsible alcohol marketing in US magazines (30 Jun 2012) CAMY issues a report on the current status of alcohol advertisement regulations in the US (18 Jun 2012) Internet influences on adolescent attitudes to alcohol (11 Jun 2012) Minister dedicated to banning alcohol sport sponsoring in Ireland (25 May 2012) Australian research reveals half of alcohol commercials aired during popular children timeslot (24 May 2012) Alliance of scientists call for a European ban on alcohol marketing (23 May 2012) Call for all alcohol industry activities to get in line with their Corporate Social Responsibilities (16 May 2012) Korean doctors want ban on pro athletes in alcohol commercials (9 May 2012) Finnish draft law calls for strict limits on alcohol advertising (30 Apr 2012) European alcohol industry fails in protecting young people against alcohol marketing (25 Apr 2012) EUCAM’s reaction on alcohol industry’s Responsible Marketing Pact (19 Apr 2012) Zambian Government to ban liquor sachets immediately (18 Apr 2012) US Federal Trade commission looks into digital alcohol marketing (18 Apr 2012) CAMY releases new online tool visualizing children’s overexposure to alcohol marketing on US radio (11 Apr 2012) Australian study shows elite athletes ambivalent on sports advertising (5 Apr 2012) UK´s new Alcohol Strategy: Does it go far enough? (27 Mar 2012) Australian alcohol marketing now under scrutiny by independent watchdog (20 Mar 2012) Brazillian government no longer devided on alcohol sale during World Cup? (20 Mar 2012) Alcohol Concern Cymru claims children exposed to alcohol advertising (15 Mar 2012) Link alcohol use in movies and adolescent binge drinking ‘robust’ new study claims (13 Mar 2012) British administration to ban advertising pushing cheap alcohol (8 Mar 2012) IOGT International calls out FIFA: stop bullying and insulting Brazil (6 Mar 2012) Norwegian brewers forbidden to show beer on own websites (1 Mar 2012) New study concludes movies influence youngsters drinking (23 Feb 2012) Alcohol Companies set up guidelines for responsible digital marketing (16 Feb 2012) Denmark: first time ruling against alcohol marketing aimed at minors (11 Feb 2012) Madonna: The Queen of Alcopop (9 Feb 2012) Australian government urged to crack down on alcohol advertising (7 Feb 2012) Ireland to ban alcohol sports sponsorship? (7 Feb 2012) After Brazil 2014, beer ban possibly also scratched for 2018 World Cup in Russia (24 Jan 2012) FIFA fights Brazilian law on behalf of alcohol industry (24 Jan 2012) New York health initiative focuses on alcohol and alcohol marketing (17 Jan 2012) WHO critical of financial support for SABMiller from Global Fund for HIV/AIDS prevention (12 Jan 2012) CAMY releases new YouTube movies about digital alcohol marketing to young people (10 Jan 2012) Russian Beer marketers change gears in preparation of ban on television (7 Jan 2012) The President of the Republic of Lithuania and the Lithuanian Parliament do not want a ban of alcohol advertisement (20 Dec 2011) EUCAM organizes its fourth conference meeting (20 Dec 2011) Heineken to promote moderation during the holidays (13 Dec 2011) Supporting the gay community: a new form of CSR? (10 Dec 2011) New partnership Heineken and Facebook (8 Dec 2011) Health warning labels on alcohol containers: whose business? (5 Dec 2011) Study: Brand alliance leads to increase of consumption amongst youths (4 Dec 2011) Irish government accused of giving in to alcohol industry bullying (25 Nov 2011) Irish debate about alcohol marketing flares up (20 Nov 2011) Australia: health groups raise noise over alcohol product placement in music video (16 Nov 2011) New interesting campaigns to watch (14 Nov 2011) Lithuanian government to vote on 2012 ban on alcohol advertising (8 Nov 2011) Follow EUCAM now on Facebook and Twitter! (3 Nov 2011) US adolescents hearing 8 alcohol brand references daily in popular music (25 Oct 2011) British teens bombarded by alcohol marketing (22 Oct 2011) Young drink abusers choose brand over price (15 Oct 2011) Welsh Health Minister calls for ban on alcohol advertising (13 Oct 2011) New report says alcohol industry’s message to ‘drink responsible’ is counterproductive (13 Oct 2011) South African ad industry to fight proposed ban on alcohol marketing (9 Oct 2011) Marketing agency deems alcohol advertising on YouTube ‘out of control’ (30 Sep 2011) Social media usage risk factor for teen substance abuse (28 Sep 2011) AB Inbev launches new Facebook initiative to help parents connect to children (28 Sep 2011) Deal between Diageo and Facebook feared to fuel underage drinking (22 Sep 2011) Commercial interests water down WHO’s European Alcohol Action Plan (22 Sep 2011) Industry’s own awareness program now the only UK-wide alcohol awareness program (16 Sep 2011) Alcohol ads on US radio reaching children despite industry’s own rules (14 Sep 2011) Dutch municipality of Nijkerk plans to restrict alcohol marketing on a local level (10 Sep 2011) Beer producers nervous over world championships football 2018 & 2022 (8 Sep 2011) Policymakers urge EU to adopt manditory warning labels against drinking while pregnant (8 Sep 2011) Alcohol Justice calls to cut the tie between beer brewers and American universities (8 Sep 2011) New Zealand government urged to strengthen restrictions on alcohol advertising (8 Sep 2011) New scientific article calls for more caution when rating movies with alcohol portrayal (8 Sep 2011) Australia: Debate flares up about voluntary/mandatory alcohol labels (20 Aug 2011) Sri Lanka to implement regulations to ensure enforcement of alcohol marketing ban (18 Aug 2011) Ban on televised alcohol marketing soon to be history in Norway? (18 Aug 2011) Alcohol Concern demands ban on alcohol marketing through social media (18 Aug 2011) British media criticize alcohol industry input in health policy (11 Aug 2011) British Advertising Standards Authority makes Cell withdraw YouTube campaign (5 Aug 2011) Drinkwise: A front to provide Australian alcohol industry an air of social responsibility (26 Jul 2011) New Russian law labels beer as alcohol (22 Jul 2011) New study adds proof of alcohol marketing leading youngsters to drink (12 Jul 2011) Study shows that alcohol marketing affects children’s drinking preferences (7 Jul 2011) South African government dedicated to further restrictions on alcohol marketing (6 Jul 2011) Heineken's new online marketing deal to reach 103 million minors monthly (5 Jul 2011) New report on alcohol health claims by the Marin Institute (30 Jun 2011) Conclusion of new WHO report: Global alcohol companies use unethical marketing instruments in Africa (23 Jun 2011) Heineken visible for nearly 30 minutes during Champions League final (17 Jun 2011) Industry declares war on proposed alcohol advertising ban in Lithuania (17 Jun 2011) UK government relies on corporate social responsibility for education of midwives and pregnant women (13 Jun 2011) Total ban on alcohol advertising rejected in Estonia (10 Jun 2011) Plans for minimum pricing in Australia and Northern Ireland (8 Jun 2011) Breweries spend nearly 1 billion Euros annually on sponsorship (3 Jun 2011) More research needed on the influence of the alcohol industry (2 Jun 2011) Heineken and the Champions League: ‘Never walk alone’ (1 Jun 2011) Under the influence: protecting teens from the impact of alcohol marketing (27 May 2011) The failure of self-regulation: An American Example (22 May 2011) The people of Sweden say no to alcohol advertising (20 May 2011) New Scientific Research shows no effect of the self-regulation of alcohol advertisements (19 May 2011) Experts agree: alcohol marketing fuels harmful drinking (15 May 2011) Scotland to have minimum alcohol prices by next year (10 May 2011) US spirits producers now helping drinkers lose weight (6 May 2011) Scientist calls for a well-funded, global response against transnational alcohol marketing (4 May 2011) Self regulation announced for advertising in China (3 May 2011) South Africa: to ban or not to ban? (26 Apr 2011) Irish alcohol bottles and cans soon to carry health warning labels (13 Apr 2011) Bacardi US: In violation of their own regulations? (5 Apr 2011) UK politician pleads for alcohol advertising restrictions modeled after French law (4 Apr 2011) Dutch television commercial company fined for breaking time ban (3 Apr 2011) US actions against supersized alcopops (29 Mar 2011) Zambian national survey: Youths influenced by alcohol marketing, alcohol education not effective (18 Mar 2011) Alcohol producers now targeting Muslim countries (15 Mar 2011) A long way in Finland to restrict alcohol marketing – and still some miles to go (9 Mar 2011) Malawi: Alcohol producers ignore ban on liquor sachets (7 Mar 2011) Sweden: Ban on televised alcohol marketing circumvented since 2003 (4 Mar 2011) Australian ministers urged to tackle alcohol advertising (25 Feb 2011) Ban on sports sponsorship by alcohol companies expected in New Zealand (15 Feb 2011) WHO calls for more effective measures against alcohol problems (12 Feb 2011) Heineken exclusive beer sponsor of the 2012 London Olympics (7 Feb 2011) Evidence mounting on the harms of alcohol industry sports sponsorship (3 Feb 2011) British doctors: ‘proposed price limits on alcohol have no effect’ (24 Jan 2011) Budweiser: the family beer (16 Jan 2011) US Youth Exposure to Alcohol Ads on TV Growing Faster than Adults (20 Dec 2010) South Africa draws the line on alcohol abuse (18 Nov 2010) ICAP and KALIA Announce the Signing of Korea’s First Voluntary Code for Self-Regulation of Beverage Alcohol Advertising (15 Nov 2010) Health policy McDonald's and PepsiCo to help write UK health policy (12 Nov 2010) No minimum pricing for Scotland's Alcohol Bill but 'irresponsible promotions' curbed (11 Nov 2010) Booze bear chasing our kids, says health lobby (7 Nov 2010) Alcohol Is Most Harmful Drug, Followed By Heroin And Crack (1 Nov 2010) New bill would require warning labels on alcohol - Proposal to limit advertising by famous personalities. (29 Oct 2010) Alco-pops: Cans of potent punch spur calls for bans (27 Oct 2010) Millions of children saw World Cup drinks ads says charity (19 Oct 2010) Drunkenness rising in teen girls, Eastern Europeans (5 Oct 2010) Youth Exposure to Alcohol Ads in Magazines Declining (11 Aug 2010) U.S. Senators Tell FDA Alcoholic Energy Drinks Unsafe and Possibily Illegal (11 Aug 2010) Alcopops will be dropped from Australian Market (21 Mar 2008) Protective effect of media literacy? (29 Feb 2008) Buzz marketing avoids approaching ban alcohol advertisements (27 Feb 2008) Spain Withdraws Law Curbing Wine Advertising (20 Feb 2008) EC asks Dutch authorities to provide information on effectiveness self-regulation (19 Feb 2008) New ad campaign Absolut Vodka huge success (18 Feb 2008) Marketing in the pub (14 Feb 2008) No more provocative advertisements for young binge-travel! (30 Jan 2008) Alcohol health warnings by 2008 (28 May 2007) Finland to Add Alcohol Warning Labels in 2009 (24 Feb 2007)