Marcus Grand is the president of the International Center for Alcohol Policies (ICAP). ICAP projects are part of a unified strategy focusing on the concept of responsibility as a shared commitment.
Cocktail Times) What are the major concerns for distilled spirits advertising?
MG) Setting aside commercial concerns, I think one of the major challenges is demonstrating consistency in marketing practices. One of the concerns repeatedly raised by our public health colleagues was that marketing practices which would be unacceptable in mature and well-regulated markets were commonplace in some emerging markets. The industry needs to be able to demonstrate that it adopts the same high standards around the world, and that may mean some tough discussion with joint venture partners and others.
Emerging markets, especially in developing countries, provide an opportunity for the industry to work with the public health community to set new standards for responsible marketing. Although the social environment may vary enormously from country to country, ICAP identifies common factors that can be used pro-actively around the world.
Cocktail Times) Do you think the self-regulation of alcohol marketing working?
Marcus Grant) The key to success probably lies in finding the right mix between the two, so that they are working in harmony rather than pulling in opposite directions.
Self-regulation of advertising and marketing exists in many different forms around the world. Sometimes it relates to all forms of beverage alcohol and sometimes to a single sector, such as spirits. Of course, most existing codes - whether produced by trade associations or by individual companies - have many elements in common, such as discouraging underage and irresponsible consumption. In most markets, self-regulation exists alongside government regulation.
Cocktail Times) Should there be an enforcement to control spirit advertising?
MG) If self-regulation is working well, then there is no need for enforcement. If there are frequent or flagrant breaches, then government regulation needs to step in. I think of the presence of enforcement as a kind of insurance policy. It's reasonable for society to want to protect itself from egregious behavior but it should avoid exessive or punitive enforcement, which only serves to drive people apart.
Cocktail Times) Some media companies only accept beer and wine advertisers and ban any distilled spirits ads. What is your opinion on that?
MG) As I understand it, distilled spirits companies operated a voluntary ban on electronic media advertising for many years. In deciding to move away from that position, it is reasonable to expect some opposition - both from public health advocacy groups and from other sectors of the beverage alcohol industry. The media are very sensitive to that kind of controversy. I suppose the lesson is that you shouldn't voluntarily give up something that you might subsequently want.
Cocktail Times) Can consumers blame on advertising for alcohol related social issues including alcoholism, alcohol related traffic fatalities and underage drinking?
MG) Advertising is just one influence over consumers, and certainly not the most powerful one.
A couple of years ago, the World Health Organization (WHO) asked ICAP to write a report on the ethical position of the beverage alcohol industry with respect to marketing and young people. We could not find any evidence of a direct causative linkage between advertising and patterns of drinking or between advertising and any form of alcohol-related problems. Because advertising is so very visible, it tends to become an easy target for those who want to restrict access to alcohol, but there really is little reason to suppose it makes any difference to rates of alcoholism, road traffic deaths or underage drinking.
Cocktail Times) How would you describe the responsible spirit advertisement?
GM) To begin with, an advertisement that complied with all existing codes, whether voluntary or mandatory. But it should really go beyond that. There is a fine line between responsible drinks marketing and marketing responsible drinking. In my opinion, a really good advertisement can do both. Responsibility needs to become a brand attribute, not just a pious hope.
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