最近の20年間でアルコール消費は急速に増加し、社会問題や医療費高騰をもたらし、自己制御は困難であると、"Under the Influence" という報告書で言っている。安くて甘い飲料が若者の飲酒を押し上げ、英国は「過度なプロアルコール社会規範」を作り上げてしまった。
Doctors Call for Total Alcohol Advertising Ban
British Doctors Push for Higher Alcohol Taxes to Curb Drinking
By Avril Ormsby September 8, 2009
LONDON (Reuters) - A complete ban on alcohol advertising should be imposed and a minimum drinks price set to help deter excessive drinking in Britain, medics said on Tuesday.
Photo: Doctors Call for Total Alcohol Advertising Ban: British Doctors Push for Higher Alcohol Taxes to Curb Drinking
Posters advertising alcoholic drinks promotions are pictured in the window of a nightclub in Birkenhead, near Liverpool, in north-west England, in this Mar. 2009 file photo. A complete ban on alcohol advertising should be imposed and a minimum drinks price set to help deter excessive drinking in Britain, medics said on Tuesday. Collapse
(Paul Ellis/AFP/Getty Images)
The British Medical Association (BMA) said curtailment of the industry's 800 million pound ($1.3 billion) annual promotional budget should also cover sponsorship of sports and arts events.
It called for alcoholic drinks to be taxed higher than the rate of inflation, and for licensing hours to be cut.
Alcohol consumption has increased rapidly during the past 20 years, causing social problems and increased health care costs, showing self-regulation had failed, the BMA said in its report "Under the Influence."
It said it was time the government imposed measures to deter heavy drinking, similar those introduced against smoking in enclosed public places.
"We have a perverse situation where the alcohol industry is advising our governments about alcohol reduction policies," said Dr Vivienne Nathanson, head of BMA science and ethics.
"As with tobacco, putting the fox in charge of the chicken coop -- or at least putting him on a par with the farmer -- is a dangerous idea," she said.
The BMA said it supported the principle of a minimum price for alcohol, but did not want to put forward a suggested figure. Instead, it pointed to Scotland which is contemplating a minimum price of 40 pence per unit of alcohol.
Prime Minister Gordon Brown in March rejected a recommendation of 50 pence per unit of alcohol from chief medical officer Liam Donaldson, saying he did not want to punish the majority for the actions of the few.
But the BMA said Britain had developed an "excessively pro-alcohol social norm," of which young people's binge-drinking was a predictable manifestation, boosted by cheap prices and targeted sweetened drinks.
Between 1992 and 2006, household expenditure on alcoholic drinks increased by 81 percent, and the BMA said there was a clear relationship between the price and consumption of alcohol.
The medics rejected selective targeting of young people because it was likely to make alcohol more attractive.
David Poley, chief executive of the Portman Group, which represents drinks manufacturers, said: "The BMA is ignoring all the evidence that advertising causes brand switching, not harmful drinking."
The British Beer and Pub Association (BBPA) said alcohol consumption had fallen 6 percent on 2004.
(Editing by Steve Addison)
Copyright 2009 Reuters News Service. All rights reserved. This material may not be published, broadcast, rewritten, or redistributed.
Under the influence - the damaging effect of alcohol marketing on young people
07 September 2009
cover-under-the-influence.jpg Alcohol consumption in the UK has increased rapidly in recent years, not just among young people, but across society. The population is drinking in increasingly harmful ways and the result is a range of avoidable medical, psychological and social harm, damaged lives and early deaths. As consumption has increased, the market for alcohol has grown substantially. This has been driven by vast promotional and marketing campaigns with the UK alcohol industry spending approximately £800m annually.
Alcohol marketing communications have a powerful effect on young people and come in many forms. These include traditional advertisements on television through ubiquitous ambient advertising to new media such as social network sites and viral campaigns. The cumulative effect of this promotion is to reinforce and exaggerate strong pro-alcohol social norms. Beyond marketing communications companies use integrated consumer marketing strategies including pricing, distribution and product design to develop and manage brands. Stakeholder marketing, including partnership working and industry-funded health education, is also used by the alcohol industry as a means to influence policy makers and regulators.
This report examines the damaging effect of alcohol marketing on young people. It aims to identify effective ways of protecting young people from the influence of alcohol promotion and marketing, thereby redressing the excessively pro-alcohol social norms to which they are exposed.
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