Abstract
Poland is currently grappling with a challenging situation: as salaries are increasing and more consumers can afford to purchase alcohol, alcoholic consumption in Poland is among the highest in the European Union. Specifically, the market for vodka alone currently stands at $347 million, and beer at $465.2 million (www.money.pl 2011). In response to these developments, the Polish government has levied high taxes on alcohol consumption and enacted some of the most stringent advertising laws for alcoholic products in the European Union. It also launched nine national advertising campaigns and a local campaign in the West-Pomeranian region and increased the excise tax on alcohol. The current study attempts to shed light on the campaigns and to offer insights into the different themes that the campaigns use to persuade consumers to limit their alcohol consumption and to act responsibly when consuming alcohol and to offer actionable solutions to change the alcohol-related consumption behavior in Poland through warning labels, health education, and other attempts at demarketing alcohol consumption. The paper also examines alternative venues that might lead to a change in the alcohol-related consumption behavior for Polish consumers, which may include instituting warning labels and other counteradvertising to educate the public with regard to alcohol-related risks, and thus curb the overall alcohol consumption and related negative outcomes for the Polish consumers.
Highlights
Poland is a top consumer of alcohol in the European Union, even though it levies high taxes on alcohol consumption and has stringent advertising laws for products containing alcohol
What is disconcerting is that alcohol consumption is increasing, as Poles’ salaries have been increasing and more consumers can afford to purchase higher quantities of the product
The paper offers actionable suggestions that might change alcohol-related consumption behavior for Polish consumers, such as instituting warning labels and other counteradvertising to educate the public with regard to alcohol-related risks, and curb alcohol consumption
Summary
Poland is a top consumer of alcohol in the European Union, even though it levies high taxes on alcohol consumption and has stringent advertising laws for products containing alcohol. In the European Union, legislation on alcohol advertising focuses primarily on the protection of minors, banning all audiovisual commercial communications for alcoholic beverages to minors, as well as any encouragement of immoderate consumption (Poel et al 2010). In addition to these common rules, EU Member States are free to impose more stringent restrictions on alcohol advertising and market-. Ireland, Austria and France have legally banned spirits advertising on television and radio, whereas, in Poland (and in Sweden, Slovenia, and Finland), advertising rules are even more stringent: the advertising of spirits is almost completely banned (Poel et al 2010)
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