Rating the provinces: An inter-provincial comparison of alcohol marketing and alcohol warning messaging in Canada

A. Wettlaufer, S. Cukier, N. GiesbrechtCPHA, Toronto, May 28th, 2014

Presentation Overview

Background WHO reports Marketing results Warning message results Recent developments Recommendations

Background- Alcohol Marketing

Exposure to alcohol marketing, especially among youth is extensive.

Youth exposure linked with earlier initiation and/or increased drinking

Reinforces positive attitudes about the effects of alcohol and drinking

The effects on certain high-risk groups, such as individuals in recovery and at-risk for relapse, are unknown.

Background Warning Messages

Comparatively very little counter messaging Canadians are unaware of some of the risks

associated with alcohol use 2/3 Canadians not aware that they can lower

their risk of cancer by reducing their alcohol intake (Canadian Partnership Against Cancer, 2011)

Warning messages promote conversations and reduce some high risk behaviours

Policy Dimension Effectiveness (out of 5)

Scope(out of 5)

Total Product

1. Pricing 4 5 20

2. Control System 3 5 15

3. Physical Availability 3 5 15

4. Drinking & Driving 4 3 12

5. Marketing & Advertising 2 5 10

6 Legal Drinking Age 4 2 8

7. SBIR 4 2 88.Server Training & Challenge & Refusal

2 3 6

9. Provincial Strategy 1 5 5

10. Warning Messages 1 4 4

Total: 103

A Comprehensive Approach

WHO 2010 Global Alcohol Strategy

Reduce the impact of marketing, particularly on young people and adolescents

Regulate content and all forms of marketing Develop effective systems of surveillance Set up effective deterrence systemsLeadership, awareness and commitment Broad access to information and effective

education campaigns about the full range of alcohol related harms

Raise awareness of harms to others from caused by alcohol

7

Alcohol advertising and marketing policy scores

Indicators: Comprehensive provincial marketing regulations

content, placement, volume, sponsorship Powers and system to enforce alcohol marketing regulations Focus of the liquor boards’ websites

Advertising and Marketing Scores (% of ideal score)

0102030405060708090

100

Province

Polic

y sc

ore

(% o

f ide

al s

core

)

Top ranking

Middle ranking

Bottom ranking

Average score

Alcohol advertising and marketing policies

Promising practices NB and NL place limitations on the volume of ads There are a number of restrictions on advertising

price (e.g. no “happy hours” or 2 for 1 deals)

Areas for improvement Stronger penalties for violations are needed (PEI,

ON) and some provinces lack enforcement powers all together (NL)

Greater restrictions on sponsorship are needed (ON, NS, PEI) especially on sponsorship targeting younger populations i.e. scholarships and scholastic prizes.

9

Warning Labels & Signs Policy ScoresIndicators: Status of warnings (labels and signs) Quality of warning messages (labels and signs)

Warning Labels and Signs Policy Score (% of ideal score)

0102030405060708090

100

Province

Polic

y sc

ore

(% o

f ide

al s

core

) Top ranking

Middle ranking

Bottom ranking

Average score

Warning Message PoliciesPromising practices ON has mandatory warning signs re: risks associated

with alcohol use during pregnancy. The majority of provinces have an ‘in-house’ policy

requiring warning signs be posted at least in off-premise outlets.

Areas for improvement No province has implemented mandatory warning

labels on alcohol containers or packaging. The quality of warning messages was often poor

(vague messages with references to a limited range of health concerns- no references made to the risks of chronic diseases)

Warning sign messaging across the provinces

WHO 2014- Global Status report on Alcohol and Health

Recent Developments

Alberta requires alcohol and pregnancy warning messages at all points-of-sale

Halifax Region requires alcohol sponsored events to be physically separated from family oriented events and to incorporate responsible consumption and safe trip home messages

NASAC looking at recommendations around voluntary standard drink labeling (informational label)

Recommendations for next steps

Implement volume restrictions on ads Regulate all forms of direct and

indirect marketing Strengthen quality and breadth of

warning messages Make warning messaging mandatory Coordinated approach

Federal, provincial, municipal

Questions?

Ashley WettlauferResearch Coordinator,Centre for Addiction and Mental Healthashley.wettlaufer@camh.ca

Acknowledgement: This project was funded by the Canadian Institutes of Health Research and with in-kind support from the investigators’ institutions