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Pages tagged "The alcohol industry in New Zealand"


Take Action

Posted in 1. TV, radio, billboards, magazines, social media, etc

Make a complaint about alcohol advertising

You have two options in relation to a complaint:

  1. Make a complaint to the Advertising Standards Authority under the Code for Alcohol Advertising and Promotion or the Alcohol Advertising and Promotion Code (for new advertisements from April 2021, all advertisements from July 2021).
  2. Make a complaint to the Police about a breach of Section 237 of the Sale and Supply of Alcohol Act. It is likely that you will need a high standard of evidence to make a complaint to section 237. But don't let that deter you.

Make a complaint to the Advertising Standards Authority

You can make a complaint to the Advertising Standards Authority if you feel that an alcohol advertisement, promotion in New Zealand breaches the Code.

Please note that anonymous complaints are not accepted: your name must be included.

Follow the complaints process outlined on the ASA website, please click here - ASA - HOW TO MAKE A COMPLAINT

You can fill in the online complaint form at www.asa.co.nz, post it to PO Box 10-675, Wellington, or email [email protected].

If the advertisement is outdoors, take a photo of it.

Here are some tools to help you. The first is an example of complaint letter to the ASA under the Code for Alcohol Advertising and Promotion (expires end of June 2021), the second is a template of a letter to get your started.

Letter Template - example of a complaint letter to the Advertising Standard Authority

Letter Template - complaint letter to the Advertising Standard Authority

Here are some tools to help you. The first is an example of complaint letter to the ASA under the Alcohol Advertising and Promotion Code (in effect for new advertisements from April 2021, all advertisements from July 2021), the second is a template of a letter to get your started.

Letter Template - example of a complaint letter to the Advertising Standard Authority

Letter Template - complaint letter to the Advertising Standard Authority

 


Keep a log of alcohol advertising complaints

It may be useful to keep a log of complaints, especially if they are in your local community.

Incident log of alcohol advertising - possible breaches in the community

And here is an incident log of alcohol advertising on social and digital media like Facebook, Instagram, YouTube etc.

Incident log for alcohol advertising on social and digital media (Facebook etc.)


If your complaint is about TV programming

If you are concerned about the promotion of alcohol within television programmes (not advertisements), complaints can be made to the Broadcasting Standards Authority. Click here to read the section about the BSA on our website.

Determine whether your complaint relates to the ASA or BSA


If you want to take action on alcohol sponsorship in your community settings (clubs, etc.)

Many parents are concerned about their children being exposed to alcohol sponsorship in sporting settings. Many events that children attend may also be sponsored by alcohol companies.

To take action on sponsorship in sports, clubs, or public events (e.g. sporting matches, music, fashion festivals, arts and cultural events), click here.


Case for Change

Posted in 1. TV, radio, billboards, magazines, social media, etc

Being exposed to alcohol advertising can cause harm. It causes most harm to young people and those with addictions.

Alcohol companies spent huge amounts of money each year promoting their products.

Social media is commonly used to reach a large audience, for little cost. Exposure to alcohol advertising on social media causes harm to young people.

The harm from alcohol advertising

Advertising often displays drinking as a positive, glamorous or sexy activity, promoting feelings of togetherness, relaxation and fun. It contributes to the maintenance of existing drinking norms in society and promotes positive attitudes to drinking. By presenting the perception that drinking is a harmless activity, it ignores the reality of the range of harms which alcohol causes in our country.

International evidence has found that exposure to alcohol advertising:

  • Increases the likelihood that adolescents will take up drinking at an early age
  • Increases the likelihood that adolescents will consume high amounts of alcohol in a drinking occasion
  • Makes it more difficult for individuals wishing to quit or cut back their drinking
  • Prevents health promotion messages from being more effective.

How much alcohol companies spend on advertising

In 2009, it was estimated that approximately $200,000 was spent each day in New Zealand promoting alcohol (Alcohol Action 2009, cited in Law Commission).

Companies are increasingly using the internet to advertise their products. This presents many risks for our young people, as alcohol companies are increasingly using everyday consumers of their products to become promoters of their products to their friends – giving rise to the term “prosumers”.

Young people are particularly targeted via the internet and social media. Often, they are unaware of their role in promoting a product for an alcohol company.


Exposure of alcohol advertising on social media

The introduction of digital technologies has opened up new platforms for marketing and promotion.

Alcohol companies aggressively use these new digital platforms, in particular social media (Facebook, Instagram, etc.) and user-generated content.

In 2011, two major alcohol companies announced their plan to increase their digital spend on social media. Bacardi planned to shift up to 90% of its digital spend to Facebook and Diageo expressed their multi-million dollar partnership with Facebook.

Worldwide in 2012, there were 1,017 company-sponsored alcohol-brand related sites on Facebook. In Australia, the top 20 alcohol brands had more than 2.5 million followers on their Facebook pages. Hosts of these pages generated more than 4,500 items of content where followers interacted with them by liking, sharing or commenting on them for more them 2.3 million times.

Young adults are highly active on social media, engaging with their friends or socialising. As such, exposure of alcohol advertising on social media can encourage alcohol consumption. Moreover, Facebook or other social media platform provides marketers with access to the profile data of users who like pages. These types of techniques seek to embed alcohol-branded activities in the daily lives of site fans and followers making it become an intrinsic element of daily norms.

Alcohol-content, presented as visual images and or textual content, along with positive peer reactions to the posts results in showcasing of inappropriate alcohol use in a positive light.

Posting alcohol-related content on personal social media accounts is linked to adverse alcohol-related outcomes such as higher alcohol use, craving and also alcohol-related harms. Those who are exposed to alcohol-related content on social media (e.g. posts shared by or liked by their friends in their social network) have been associated with adverse alcohol outcomes.

Associate Professor Nicholas Carah of University of Queensland, has been researching the emergence of digital media platforms over the last decade.  He recently gave a remote address to the Global Alcohol Policy Conference 2020 in Dublin discussion the emergence and and increasingly sophisticated development of alcohol marketing on these platforms.  You can watch his presentation on YouTube here. 

Watch Nicholas Carah's presentation on alcohol marketing and digital media platforms here

 

 


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