The alcoholic beverage industry’s use of new media a ‘cause for concern’

The alcohol industry’s use of new media channels to market alcohol is a clear cause of concern due to their youth appeal, relative lack of regulation and the sheer volume of promotional messages.

This is the main conclusion of an investigation into the use of new digital media undertaken by the Institute for Social Marketing at Glasgow University for Scottish Health Action on Alcohol Problems (SHAAP), the body established by the Scottish Medical Royal Colleges and Faculties to raise awareness about the high levels of alcohol harm in Scotland and to advocate for evidence based solutions to reduce this harm.

New media are digital forms of communication such as the internet, mobile devices, electronic games, blogs and podcasting. These media are fast-growing and rapidly evolving channels for marketing communications, which represent a departure from traditional forms of media (e.g. print, radio and television). New media offer advertisers a range of innovative and powerful channels to interact with consumers.

These channels (e.g. text messages, social networking or blogging sites) are recognised as having particular appeal to young people. These channels also include e-mail newsletters and promotions, online competitions and downloadable features such as branded MSN icons, wallpapers, cocktail recipes, barfinders and nightlife guides. The report examines the ways in which alcohol producers can use these diverse and increasingly sophisticated new media channels as a powerful means to interact and engage with consumers.

However, the report comments that a key point to note is that new media marketing is not simply replacing traditional alcohol marketing channels; rather it is an extension of alcohol marketing activities. Alcohol brand websites, for example, allow alcohol producers to extend the reach of expensive television advertising campaigns by providing a facility for these adverts to be viewed online. These television adverts can then also be found on video sharing sites such as YouTube, even if they have been banned by the ASA from television broadcast. While alcohol producers may not upload these video clips to YouTube, there is no need for them to do so since users do this for them. It is a matter of concern that television adverts streamed on YouTube for alcohol brands are frequently cited as being most popular with those who are underage (ie. 13-17 years).

Viral marketing campaigns are used by alcohol producers to facilitate the adoption of brand values by consumers who will, in turn, distribute these messages within their social networks. Consumers are encouraged to upload their own photographs, stories and comments to alcohol brand websites and social networking sites. There is considerable evidence of consumers developing their own alcohol brand-related pages and groups on social networking sites, using branded images, and doing so in a way which celebrates irresponsible, excessive and underage consumption.

Further, much of the material contained within alcohol brand websites and social networking sites contravenes the spirit of the CAP Codes on alcohol advertising by appealing to youth, social success, masculinity and femininity. Indeed, viral marketing campaigns are inherently linked to social success and social acceptance since they thrive upon the existence and development of social networks. The 2008 Alcoholic Drinks Advertisements Compliance Survey by the ASA reported that alcohol advertising was 100% compliant with the regulations. However, this may say more about the regulations than alcohol advertising using new media channels; brand websites and pages on social networking sites are not currently covered by CAP Codes.

The extensive use of new media to market alcohol represents a proliferation of alcohol branded messages directed towards consumers. The cumulative impact of such an extensive range of marketing communications has the potential to contribute to the normalisation of alcohol consumption, while responsible drinking messages are lost in amongst the volume of exposure to other messages. Thus, both the volume and content of alcohol advertising must be addressed. The current system of regulation continues to rely upon selfregulatory codes, which focus primarily on content rather than volume and exposure to alcohol advertising.

Recommendations

• Based on the ISM report, SHAAP calls on the four governments of the UK to:

• Subject alcohol brand websites to CAP Codes and all online alcohol adverts to a pre-vetting process in keeping with broadcast adverts with immediate effect.

• Move towards ending self-regulation - regulation should be independent of the alcohol and advertising industries.

• Move towards a complete ban on alcohol promotion on social networking sites.

• Involve young people in the process of regulation given the rapidly evolving nature of new media.

Brooks, O, 2010: ‘“Routes to Magic” – The Alcoholic Beverage Industry’s use of new media in alcohol Marketing’; Institute for Social Marketing, University of Stirling and The Open University