Industry ad monitoring effective: Spirits Assoc

Media Release
17 June 2009

Industry monitoring delivers effective advertising compliance Distilled Spirits Association says

The “enforced self regulation” of liquor advertising proposed by the Sale of Liquor and Liquor Enforcement Bill will be complex, costly and inferior to the existing system, the Distilled Spirits Association says.

In its submission to the Justice and Electoral Select Committee today, the association says the current industry self-regulation of liquor advertising has been reviewed extensively and been found to be effective by at least six separate and independent bodies1(see below).

“The proponents of the current legislation have failed to demonstrate that the provisions in the Bill will stop the abuse of alcohol by a small minority of individuals,” says Thomas Chin, Chief Executive of the Distilled Spirits Association.

The Distilled Spirits Association represents leading brand owners, manufacturers and distributors of distilled spirits in New Zealand.

Mr Chin says voluntary industry self-regulation provides appropriate redress for consumers and is consistent with Government policy. It works quickly, is low cost and effective. There is a robust complaints and adjudication process and a powerful set of tools for securing compliance. An enforced self-regulatory system is unnecessary.”

Mr Chin says there is a widespread misunderstanding about the purpose of most liquor advertising.

“The objective is not to increase the overall level of alcohol consumption but to persuade existing consumers to switch brands. The more powerful factors determining an individual’s consumption are peer pressure, the role modeling of the family environment and the wider culture swaying young people’s drinking patterns.

“Targeting these areas, instead of tinkering with the rules for alcohol brand advertising and its administration, would significantly help minimise the problem of alcohol abuse and harm.”

Mr Chin says he is confident that the Government is well aware of the efficiency of the current self regulatory system.

“When the matter was last reviewed by Parliament, in 2006, the National members of the Select Committee, including the current chairman of the Justice and Electoral Select Committee, prepared a minority report that supported industry self regulation of liquor advertising. No new evidence has been presented to demonstrate that a new regime is required.”

Notes:
1. The recent reviews of liquor advertising include:

Reviewer Review/report
Year
Broadcasting Standards Authority (BSA) In 1990, the BSA released a discussion document on alcohol advertising on radio and television and in 1991 conducted a review of this advertising.

Alcohol Advertising Code Review
1991
ALAC Consensus Development Conference
1994
Advertising Standards Authority (ASA): Judith Potter
Review of the Code on Liquor Advertising
1994
Ministry of Justice
Report of the Advisory Committee 1997
ASA: The Honourable Sir Ian Barker
Review Team on Liquor Advertising on Radio and Television
1998
ASA: Rt Hon Sir Michael Hardie Boys
Review Panel on Liquor Advertising on Radio and Television
2003

ENDS

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