Scotland Should Call Time On Alcohol Promotion Says British Medical Association Scotland

Main Category: Alcohol / Addiction / Illegal Drugs
Article Date: 09 Sep 2009 - 0:00 PDT

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In a bid to tackle the soaring cost of alcohol-related harm in Scotland, particularly among young people, the BMA is calling for a total ban on alcohol advertising, including sports events and music festival sponsorship.

The new BMA report, "Under the Influence" [1], published yesterday (Tuesday 8 September 2009) also renews calls for tough measures to address wider alcohol misuse problems including the introduction of a minimum price per unit on alcoholic drinks and at a UK level, for taxation to be set higher than the rate of inflation.

Alcohol is the third leading contributor to disease burden in developed countries [2] and is related to more than 60 types of disease disability and injury. New research suggests that one Scot dies from alcohol related causes every three hours [3]. Lives across Scotland are blighted by alcohol. Domestic violence, crime and antisocial behaviour driven by alcohol are clear to see in every community in Scotland.

Dr Vivienne Nathanson [4], Head of BMA Science and Ethics, said:

"Over the centuries alcohol has become established as the country's favourite drug. The reality is that young people are drinking more because the whole population is drinking more and our society is awash with pro-alcohol messaging, marketing and behaviour. In treating this, we need to look beyond young people and society as a whole."

Dr Brian Keighley, chairman of the BMA in Scotland, said:

"Widespread marketing and promotion of alcohol products, particularly at sporting and entertainment events, give alcohol an air of innocence which it should not have, particularly given the dire health consequences of heavy alcohol consumption."

Alcohol consumption in Scotland has increased rapidly, for example, household expenditure on all alcoholic drinks increased by 81% between 1992 and 2006 in Great Britain, however traditionally, spend has been greater in Scotland. And at the same, says the author of the report, , never before has alcohol been so heavily promoted.

He said: "Given the alcohol industry spends £800 million a year in promoting alcohol in the UK, it is no surprise that we see it Professor Gerard Hastings everywhere - on TV, in magazines, on billboards, as part of music festival or football sponsorship deals, on internet pop-up's and on social networking sites. Given adolescents often dislike the taste of alcohol, new products like alcopops and toffee vodka are developed and promoted as they have greater appeal to young people.

"All these promotional activities serve to normalise alcohol as an essential part of every day life. It is no surprise that young people are drawn to alcohol."

Brand development and stakeholder marketing by the alcohol industry, including partnership working and industry funded health education has served the needs of the alcohol industry, not public health, says the report.

Dr Keighley added: "There is the strange irony where the drinks industry is driving the public health agenda, advising our governments about alcohol reduction policies and funding health awareness campaigns. Is it right that the industry which spends millions on marketing its products to appeal to youngsters is given such a prominent role in developing health policy?

"Scotland's political leaders have already shown great courage in facing up to the tobacco industry to take the right and proper step to ban smoking in public places. It is now time for politicians of all parties to join forces and address the marketing tactics of the industry and supermarkets to address the pricing and promotion of alcohol which make it both desirable and affordable."

Key recommendations in the report include:

- There should be a ban on all alcohol marketing and promotion.
- The introduction of minimum price levels for the sale of alcoholic products
- Tax increases on alcohol should be set above the rate of inflation and linked to the alcohol strength of products.
- Ensure the density of alcohol outlets is taken into account in planning or licence applications.
- Introduce a compulsory levy on the alcohol industry which would be used to fund an independent health body to oversee alcohol related research, health promotion and policy advice.

Note

1.The full title of the report is: "Under the Influence - the damaging effect of alcohol marketing on young people", link to report

2. The others are tobacco and blood pressure

3. Scottish Government News Release

4. Audio clip from Dr Vivienne Nathanson

Source
The British Medical Association Scotland

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