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Pages tagged "Seek others in the community who are interested"


Take Action

Posted in 8. Alcohol sponsorship

Click on the following to take action on alcohol sponsorship in or concerning:


Get Prepared

Posted in 8. Alcohol sponsorship

If you have concerns about alcohol sponsorship within a sports or other club, please also read the section Alcohol and Sports and other clubs.

Remember that the ASA Code for Advertising and Promotion of Alcohol (Principle 4) states that sponsorship should not be undertaken for events where minors (<18 years) are likely to comprise more than 25% of the participants, or spectators. Check to see if this is the case at the club you are concerned about.  Effective from July 2021, the Alcohol Advertising and Promotion Code (Principle 3) says that Alcohol sponsorship advertising and promotion must target adult audiences, meaning adults are at least 80% of the estimated participants or spectators.

Find out what you can about how the alcohol sponsorship is being applied and how it is being received, and who is receiving the sponsorship messages.

Be aware of where alcohol sponsorship is being applied in a sporting or cultural organisation or event. What is the benefit for the group being sponsored?  Could equivalent benefit be found or sourced elsewhere?

Are children and young people exposed to the alcohol sponsorship? How so? Are they seeing it on television, at sporting venues, in clubrooms, on uniforms, is it on equipment they are using themselves, is it on signage and promotional materials for events?  Are the alcohol sponsorship messages reaching our children and young people through social media? Is there branded merchandise in your home linking alcohol brands and sporting and cultural events and teams?

Get clear about what specifically you want to see change and why.  The existing rules, principles, and guidelines are very permissive. We can ask for higher standards to be set in our homes, communities, our clubs, our sporting codes.  We can ask our community and political leaders for higher standards to be set.


Case for Change

Posted in 8. Alcohol sponsorship

The alcohol industry uses sponsorship of sporting, cultural and social events as a key marketing strategy.

Sport is a key sponsorship avenue for alcohol in New Zealand, and includes naming rights, product placement, signage, logos on uniforms, logos on equipment and playing fields, broadcast deals, and exclusive rights to sell alcohol at events. 

Children are often exposed to alcohol branding and consumption through sporting events. 

There is strong public support for restricting alcohol advertising and sponsorship. 

In New Zealand and Australia, tobacco sponsorship of sporting and cultural events has been banned since the 1990s.

Alcohol sponsorship of sporting, cultural and social events is a key advertising strategy utilised by alcohol companies.

In particular, sport is a major vehicle for the promotion of alcohol in New Zealand.

Sponsorship in these settings may include:

  • naming rights
  • mentions in sports broadcasts
  • signage
  • logos on clothing apparel
  • exclusive rights to sell alcohol
  • partnerships and activations with athletes

Many local sports clubs also obtain sponsorship funds and other support from alcohol companies. Research has found that New Zealand children are particularly exposed to alcohol branding during sporting events televised in New Zealand, with alcohol branding visible for nearly 50% of broadcast time on television.

Athletes and sportspeople sponsored by alcohol brands may be at particular risk of harm. This has been shown in New Zealand research whereby alcohol industry sponsorships, in particular the provision of free or discounted alcoholic beverages, was associated with hazardous drinking.


Value of alcohol sponsorship of sport

The amount spent on alcohol sponsorship in New Zealand is not that huge – an unpublished report prepared for Sport New Zealand in 2015 estimated about $21.3 million per year is spent by alcohol companies on sports sponsorship, of which only $13.8 million is direct cash investment, with the remainder being non cash contributions, including alcohol-branded gear and equipment, including uniforms, gear bags and additional clothing items.

The major sporting bodies which receive sponsorship are rugby, cricket, basketball, football. Rugby takes the greatest proportion:  76% and 29% of the total revenue at the regional and community levels respectively.

This amount could easily be replaced by increasing the existing Health Promotion Levy on alcohol and using a portion of these funds to replace alcohol sponsorship with community sponsorship.  It is expected that the major professional sporting codes have the talent and skills within their organisations and networks to find replacement sponsors.


Will taking away alcohol sponsorship damage sport? No!

When tobacco sponsorship was removed, the world did not end and neither did professional or community sport.

A report Effects on Sport of Bans on Tobacco Advertising and Sponsorship in Australia found corporate support for sport nearly doubled from 350 million in 1996 when their federal ban on tobacco advertising and sponsorship came into effect to 700 million in 2000.  The report found no evidence that bans on tobacco company advertising and sponsorship through sport harmed Australian sportspeople or organisations either through revenue raising or sporting achievement.

Many sporting events, teams and codes in New Zealand, which were previously had high profile major sponsorships by alcohol companies, have found other sponsors to take the marquee position while some alcohol sponsorships have shifted to a low key approach, particularly in broadcast presence.


Public opinion

From 2010-2016, results from the Health and Lifestyles Survey strong public support was found for restricting advertising and sponsorship:

  • 80% supported restrictions on alcohol advertising or promotion seen or heard by people under 18
  • 68% support banning alcohol sponsorship of events that people under 18 may attend (increasing from 58% in 2010)

In February 2020 Alcohol Healthwatch commissioned opinion polling from UMR, finding 58% supported the following statement:

  • Sporting organisations should be supported to move away from alcohol sponsorship

In 2019 the same poll asked Should New Zealand children be exposed to alcohol advertising and sponsorship? The resounding answer was 73% of New Zealanders saying no, our children should not be exposed to alcohol advertising and sponsorship.

Read:

NZ Herald editorial by Sir Graham Lowe: Keep alcohol ads away from our kids

NZ Herald reporting by Joel Kulasingham: Super Rugby Aotearoa: What's in a name? Why new Highlanders sponsor has 'no place in sport'


Take Action

Posted in 6. Public transport

Contact your local council to find out if there is a policy concerning advertising on public transport vehicles and or infrastructure, and if there is any reference to alcohol advertising.


Get Prepared

Posted in 6. Public transport

Public transport advertising policies

Many young people use public transport to go about their day-to-day lives. It is important that public transport train stations, bus stops, and vehicles are free from alcohol advertising.

Different agencies (e.g. within Council or Transport) may be responsible for developing and enforcing an alcohol advertising policy on public transport. It is best to check with your local Council.  However, contract arrangements will vary, and in some cases decisions about what kind of advertisements can be displayed will rest with an advertising company or with a private transport operator.

It may be likely that any alcohol advertising policy cannot be included in public transport contracts until they come up for renewal. If this is the case, you can always encourage the transport or advertising companies to refrain from placing alcohol advertising.


Case for Change

Posted in 6. Public transport

Alcohol advertising on public transport

Advertising on public transport is another way that alcohol companies advertise to people in our communities.  Part of the out of home sector, alcohol companies have placed advertisements on or inside vehicles (buses, trains, ferries etc.), and at stations, bus stops, benches, and kiosks etc.  The two main categories are vehicles and infrastructure.

Fortunately, many public transport systems, including Auckland, already have policies in place to exclude alcohol advertising.  However, a policy excluding alcohol advertising may not guarantee that a policy is being adhered to.

That said, the impact of alcohol advertising on public transport is still likely to be important, given that people may be exposed to alcohol advertising on public transport on a regular basis.


Take Action

Posted in 5. Licensed premises

Does your Council have a signage bylaw or do you need to check the district plan?

Check to see if your Council has a signage bylaw.  If your Council does not have a signage bylaw check the district plan to see if there are any requirements around signage or advertising. To find the website of your Local Council, please click here.


Make a complaint if you feel there is a breach of a bylaw or district plan

If your Council does have a bylaw, and you think it is being breached you can make a complaint.  You can do the same if the signs at licensed premises are inconsistent with the requirements of the district plan.

Record the details of the advertisement - you can keep track of all signage-related incidents in a log. We have created one for you below.

Take a photo of the possible non-compliant signage

Incident log - non-compliant signage

Letter template - make a complaint about non-compliant signage

After collecting relevant evidence, raise your concerns with your local Council, as they are responsible for enforcing bylaws and ensuring the district plan is followed.


If your council does not have a signage bylaw

If your council does not have a signage bylaw, check if there are appropriate controls on signage in the district plan or in other bylaws.  If there are no appropriate controls, contact your local council to ask if there are plans to develop controls on signage.  If not, you could encourage your council to develop a signage bylaw or to make changes to their district plan. Please check out the section on alcohol in public places.

You can highlight the importance of signage controls in your community:

  • Write a letter to the editor of your local newspaper, please click here;
  • Raise community awareness of the harms from alcohol advertising - please check out the sections on seeking others in the community who are interested and get your message across ;
  • Write a letter to your representatives at council or on the local/community board to raise your concerns.  You may find the template below helpful:

Letter Template - Request for Signage Bylaw 


Seeking to have conditions imposed on a licensed premise

When a licence comes up for renewal, you might consider making an objection or requesting conditions be included in the licence.  These conditions could include limiting or removing signage and advertising visible from the outside of the premises.

Record the details of the signage and advertising in a log like the one below.

Incident log -  non-compliant signage

Make it clear in your objection letter what conditions you would like imposed on the licence, here are some examples:

  • All signs and advertisements must be fully compliant with local bylaws and district plans
  • Limit advertising and signage to the trading name of the premises only
  • Maximum of 2 signs visible from outside the premises
  • No advertising of alcohol brands or prices visible from outside the premises
  • Windows must be clean and clear, with signs limited to 25% of the window area
  • No portable signs (sandwich boards, banners/flags, bollard sleeves)

In your objection letter, it may be useful to quote local bylaw(s) or the district plan. Check if there in your area applying to external signage or advertising.

It may be difficult to have conditions imposed on the licence – but you may be able to encourage the applicant to sign an undertaking.  An undertaking is a formal written statement (can even be in an email) that the applicant promises to adhere to certain requirements.

Please visit the section on Alcohol Licensing to learn more about objecting to a liquor licence application.


Get Prepared

Posted in 5. Licensed premises

Advertising at Alcohol Outlets

Alcohol signage outside licensed premises is a form of advertising. Compared to mainstream forms of alcohol advertising, there is less research in relation to alcohol advertising outside alcohol retail outlets. For more information read on below, or check out this factsheet.

FACTSHEET: TAKING ACTION ON LIQUOR STORE SIGNS

Signs at licensed premises are considered alcohol advertisements under the Code for Advertising and Promotion of Alcohol and the Alcohol Advertising and Promotion Code if they are promoting alcohol products, brands or outlets.  The brand of an alcohol outlet is not automatically considered an alcohol advertisement – the intent of the advertisement must be to promote the consumption of alcohol.  See the definitions listed in the Code itself for more information. 

Most signage at alcohol outlets will not breach the Code by way of their content – however the location of the outlet may raise concerns about the placement of the advertising – if it is next to a school or other site frequented by children then the advertisement may not meet standards of social responsibility.

Council Bylaws and District Plans

Some areas will have controls on signs at licensed premises through a district or unitary plan, while some areas, such as Auckland will have a signage bylaw. A signage bylaw may have different requirements for different types of premises, and different zones.  However, they are likely to apply to signs at licensed premises.

Rules are set at each council, and are unlikely to be designed specifically for signage at alcohol outlets. For example, Auckland Council’s Signage Bylaw has rules for sandwich board and flag signs (portable signs), window signs, wall mounted signs, and veranda signs:

  • only one portable sign per premises, with placement and size limitations
  • no more than 50% height or width of windows to be covered by signs
  • wall mounted signs to be no greater than three square metres in area
  • No above veranda signs permitted
  • Veranda fascia signs must be less than 0.6 metres in height

The rules listed above are just examples and the actual requirements will be different in different zoning areas, and premises may also have consents exempting them from the requirements.

Signage rules apply to all types of premises that have signs, including licensed premises, though the details can be complex and there may be exemptions and exceptions.

In the Wellington region signs are mainly regulated through district plans.  Wellington City in their district plan (rule 34.6.3.1 - page 38) for business areas says that signs must only be displayed on plain wall surfaces an must not cover windows or architectural features.  In Porirua City, signs are regulated differently in City Centre, Suburban, Industrial, and Rural Zones under the District Plan.  In the Suburban zone, signs must relate to the activities on site, and not exceed one square metre in total area (section D3.2.1 Suburban Zone Standards (xv) signs).  

Kapiti Coast District Plan has provisions around signs indicating signs on walls and windows shall not cover more than 20% of the wall or window area, and that sign protruding out from a wall must be a minimum of 2.5 metres above the footpath level, not protrude more the 500 mm from the wall, and not exceed one square metre in area.  See 12.3.3 (page 27) of the District Plan.

Bylaws setting out requirements for signs can be found in Whangarei, Waimakariri, Thames Coromandel, Ashburton, and other areas. Check with your local council for relevant bylaws or district plan requirements regarding signs.  Not all local councils will have requirements that are useful for reducing advertising at alcohol outlets.

Knowing what the rules are regarding signage and advertising in your local area will enable you to take effective and appropriate actions.


Placing conditions relating to external signage and advertising of alcohol on a licensed premises

Leading up to and during the renewal of the licensed premise, you may consider requesting that the District Licensing Committee place conditions such as removing external signage and advertising of alcohol.

Sometimes it can be difficult to have conditions imposed on the licence – but this doesn’t mean that you can’t discuss these with the applicant and encourage them to sign an undertaking. An undertaking is a formal written statement (can even be in an email) that the applicant promises to adhere to certain requirements.

If you are not comfortable engaging with the licensee, you could talk with the council inspectors or the medical officer of health regarding your concerns about signage and alcohol advertising.

If you were to make an objection to a licence renewal or even a new licence you would need to argue that the signage and advertising is not consistent with the criteria for issue or renewal of licences (see s105 and s131).  Key criteria include the suitability of the applicant (they may be breaching local bylaws or the district plan with their signs and advertising), the design and layout of the premises, the amenity (the pleasantness or agreeableness, including visual) and good order of the locality, and the manner in which alcohol has been sold, displayed, advertised, or promoted.  Your opposition to a licence application or renewal will be significantly stronger if the Council, Medical Officer of Health, or Police are also opposing, so it is a good idea to talk with these agencies beforehand.

Please visit the next section if you are considering to TAKE ACTION

Please visit the section on Alcohol Licensing to learn more about objecting to a liquor licence application.


Case for Change

Posted in 5. Licensed premises

Alcohol signage outside liquor stores

Alcohol signage outside licensed premises is a form of location-based outdoor promotion. Compared to mainstream forms of alcohol advertising, there is less research in relation to alcohol advertising outside alcohol retail outlets.

One study, which reviewed existing studies on this topic, found that greater exposure to advertising in local communities (and higher density of alcohol outlets) may be related to higher alcohol use, especially among adolescents.

A strong study from Chicago indicated that exposure to outdoor alcohol advertising near schools was related to young people’s future drinking intentions.  A small study in New York among African-American women found that exposure to outdoor advertising in residential neighbourhoods was related to problem drinking.  In tertiary education campuses where takeaway alcohol outlets were free from advertising (inside and outside), binge drinking rates were lower among students.

In the city of Baltimore in the United States, takeaway alcohol outlets with alcohol advertisements visible outside had 15% more violent crimes, and 28% more homicides, in the surrounding area within 1000 feet than outlets without visible alcohol advertisements.


Other Action Ideas

Posted in Mobilising Others

The action areas below require quite a bit of energy and resource. We suggest you connect with others for support and advice.

  • Form or join a coalition or advocacy group, please click here.  
  • Organise or support an Advocacy Day or special event – examples include
    • FAS Day to find out more:
      • Please visit Alcohol & Pregnancy Section 
      • Please visit  Fetal Alcohol Network NZ 
    • CASE STUDY: Manukau Alcohol Action Group - “Our Turn to Shout” (yet to be developed)
  • Organise a flash mob e.g. Pregnant Pause – A fun way to draw attention to an issue and support action or increase awareness.
  • Organise a Press Conference – If there is something important happening in your community a press conference can be a way to leverage off this to gain wider interest/support.

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