Hidden television advertising in the Netherlands

Wim van Dalen

The Dutch alcohol industry invests many millions of Euros in advertising its products. In the mass-media the amount spent in 2001 was 100 million euros, an increase of some 38 million since 1995. In The Netherlands STAP (The Foundation for Alcohol Prevention) is active in systematically monitoring the marketing activities of the alcohol industry, retailers, restaurants, and other alcohol advertisers.

There are no legal restrictions on alcohol advertising in The Netherlands, although, since 1991, a self-regulatory code had been in existence: the Advertisement Code for Alcoholic Drinks (Reclamacode voor Alcoholhoudende Drank). Compliance with this code is evaluated by a committee consisting of members put forward by advertisers and broadcasting organisations. In 2002 STAP sent in sixty-eight complaints regarding alcohol advertising which it believed contravened articles of the code. Thirty-seven of these were upheld.

Sponsorship:
a welcome alternative to television advertising

Because of the increased number of broadcasting stations, television advertising has become more expensive, leading to a search for alternatives. This explains the growing number of television programmes and events which are sponsored by the alcohol industry. In 2002 in The Netherlands, eight of the top twenty most active sponsors of youth events were brands of alcohol: Bacardi was number two on the list and Heineken was number three. It is very difficult to monitor the amount of money spent on this kind of activity. It is also difficult to combat these youth-targeted marketing strategies because the self-regulatory code states that more than 25 per cent of those participating must be under eighteen years of age before a complaint can be accepted. Even were it possible to monitor the proportion of those aged under 18 at a pop festival, for example, the 25 per cent rule would still make it possible to reach an enormous number of very young people without the rule being broken.

Dutch television:
dripping with drink

Another means of finding a large target audience is to sponsor television programmes. In order to achieve an overall picture of the size and impact of these marketing activities, STAP has investigated how many television programmes contain a reference to alcohol. This research was carried out by Karin Hommen in close co-operation with the Communications faculty of the University of Amsterdam (UvA). The results of the study show that, in 60.8 per cent of a total of 528 programmes investigated, there was a reference to alcohol. In 80 per cent of these, alcohol was prominently and favourably featured: it tastes good, it is relaxing, or it creates a pleasant atmosphere. The investigation into alcohol on television – the 528 programmes were broadcast on both public and commercial stations - was carried out in September and October, 2002.

Sponsoring: yes or no?

In many television programmes the mere presence of references to alcohol does not imply sponsorship: these programmes simply reflect the popularity of alcohol in social situations or as a tasteful drink. However, that does not mean that this kind of promotion is not important. Some scientists argue that this hidden form of alcohol promotion has even more influence on attitudes to alcohol than the constant bombardment of programmed television commercials.

In 81 per cent of the 528 programmes investigated sponsoring may have been involved, since specific brand names of alcohol beverages were clearly visible on the screen – the process known as "product placement". The conclusion is that in many cases it is not clear whether sponsorship is in play.
Alcohol's positive portrayal

In 80 per cent of the situations where alcohol is shown on television, it appears in a favourable light. In 9.2 per cent of the references to alcohol the negative aspects of its consumption are also mentioned. The positive references are to the taste (23.6 per cent), the relaxing effect (24.2 per cent), the companiable atmosphere created (19.6 per cent), and temptation and sexual contact (8.3 per cent).

Heineken breaks the media law

Shortly after the publication of the new research on hidden advertising, STAP sent in a complaint to the Ministerial Directorate of the Media. During a period of two months, forty issues of a new television programme for young people, sponsored by the brewer Heineken, were broadcast, all of them without the obligatory mention of the name of the sponsoring brand at the beginning and end of the programme. The aim of Heineken was to let people discover by themselves that the brewer was the sponsor behind the popular programme, which was made by "rebellious" young broadcasters. The obvious hope that the programme was a more effective marketing tool by not mentioning the sponsor's name. STAP is awaiting a response.

Dr van Dalen is the Director of STAP (The Foundation for Alcohol Prevention) in The Netherlands.