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Alcohol Advertising
Alcohol Advertising in Washington State - Opportunity for Input
The Washington State Liquor Control Board is reviewing Chapter 314-52 WAC- Advertising and is inviting public comment. Listed below are the areas up for discussion (numbered 1-4). Based on information from the Center for Alcohol Marketing to Youth as well as additional research, we have crafted the following recommendations and rationale to assist you in providing input from the prevention perspective.
We strongly encourage you to provide input to the Liquor Control Board by the stated deadline of March 20, 2009. The Prevention Field must have its voices heard. You can provide feedback through the following channels:
Address: Rules CoordinatorLiquor Control BoardP.O. Box 43080Olympia, WA 98504-3080Email: rules@liq.wa.govFAX:360-664-9689
We encourage you to use the following information but put it in your own words whenever possible.
Thank you for your commitment to Washington’s children and youth!
CCSAP Responds:
The Washington College Coalition for Substance Abuse Prevention supports the Liquor Control Board in limiting the visibility and types of alcohol advertising that youth are exposed to within Washington
The Coalition supports restrictions on alcohol advertising that:
1. Limit the amount of alcohol advertising on the outside and in the immediate vicinity of retail establishments; particularly near schools and residential neighborhoods. Specific recommendations for the number of signs and distance from schools/neighborhoods have been made by other prevention agencies (ex: DASA) with expertise in this area.
Exposure to alcohol advertisements can have an effect on the behavior of adolescents. Research has demonstrated an association between exposure to outdoor alcohol advertisements in sixth grade and, once students reach eighth grade, increased alcohol-use behavior and intentions to drink, intentions to drink (as its own factor), and outcome expectancies (Pasch, et al., 2007). As a more global measure of impact beyond outdoor advertisements, Collins and colleagues (2007) demonstrated that the joint effect of exposure to six sources of advertising (television, magazines, in-store displays, concessions, radio listening time, and ownership of beer-related promotional items) while in sixth grade was predictive of intentions to drink and actual drinking in seventh grade. Based on these findings, it has been suggested that additional research is indicated to understand factors impacting this relationship and that restrictions on advertising (particularly around schools) seems warranted.
2. Limit alcohol industry sponsorship of events in public venues. Alcohol industry sponsorship is not appropriate at events with a focus on youth. However, sponsorship may be appropriate at events where adults are the target audience. In these situations it is recommended that advertising and any product promotions be adult focused. Additionally, advertising should not encourage irresponsible or excessive consumption of alcohol.
3. Limit alcohol advertising on college campuses and sponsorship of activities. Where advertising and sponsorship are allowed, it is recommended that advertising does not portray alcohol use as a rite of passage into adulthood, a “normal” part of the college experience, or otherwise encourage excessive drinking. Health promotion, or counteradvertising, should be visible.
A review about alcohol advertising and college students by Shaffer (2002) (part of the supplement accompanying the NIAAA "Call to Action" Task Force report) suggested that despite the association with advertising and consumption seen with college students, advertising bans on one or two media could result in substitutions to alternative media and could also result in less alcohol counteradvertising to promote public health. Given these trade-offs, Schaffer recommends increased counteradvertising.
The NCAA has recommendations to:
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"Prohibit the sale of alcoholic beverages during all preseason, regular season, conference and postseason intercollegiate events. [Alcoholic beverages should not be sold or otherwise made available for public consumption in the athletics facility during intercollegiate athletics events.]
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"Promote only the legal and responsible use of alcohol by fans outside the stadium or arena (e.g., tailgating). [To the extent that an institution can preclude the sale of alcohol outside the stadium or arena, those efforts should be made. When such restrictions are not feasible, an institution should visibly promote the legal and responsible use of alcohol for all fans associated with the event.]
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"Prohibit on-site alcohol advertising during all preseason, regular season, conference and postseason intercollegiate events. [Except when expressly prohibited by prior contract, institutions should preclude advertising, banners, and signs of displays for liquor, beer(including nonalcoholic beer) or wine products. Any permanently affixed or leased advertising, banners, signs or displays in the facility, should be covered during the event.]
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"Prohibit media advertising of alcoholic beverages that exceed six percent alcohol by volume. [Immediately prior to, during and subsequent to televised competition, institutions should preclude media advertising of alcoholic beverages that exceed six percent alcohol by volume.]
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"Limit advertising of malt beverages, beer and wine products that do not exceed six percent alcohol by volume and include content that emphasizes legal use of alcohol . These advertisements could include tag lines such as "Drink Responsibly" and "Be Legal." [ Such advertisements should not compose more than 14 percent of the space in any game publications; not more than 60 seconds per hour of any telecast or broadcast or not more than one hundred twenty (120) seconds total in any telecast or broadcast. Any such content should include an appropriate focus on legal and responsible use of alcohol.]
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"Provide programs and resources for education, prevention and treatment of alcohol abuse."
REFERENCES:
Collins, R.L., Ellickson, P.L., McCaffrey, D., & Hambarsoomians, K. (2007). Early adolescent exposure to alcohol advertising and its relationship to underage drinking. Journal of Adolescent Health, 40, 527-534.
Pasch, K.E., Komro, K.A., Perry, C.L., Hearst, M.O., & Farbakhsh, K. (2007). Outdoor alcohol advertising near schools: What does it advertise and how is it related to intentions and use of alcohol among young adolescents? Journal of Studies on Alcohol and Drugs, 68, 587-596.
Shaffer, H. (2002). Alcohol advertising and youth. Journal of Studies on Alcohol, Supplement No. 14, 173-181.