Analysis of Alcohol Industry Submissions against Marketing Regulation.

Florentine Petronella Martino,Kypros Kypri,Kerri Coomber,Linda Hancock,Peter Graeme Miller,Kent E Vrana

doi:10.1371/journal.pone.0170366

Florentine Petronella Martino, Kypros Kypri + Show 4 more

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https://doi.org/10.1371/journal.pone.0170366

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Abstract

A growing body of literature points to the role of vested interests as a barrier to the implementation of effective public health policies. Corporate political activity by the alcohol industry is commonly used to influence policy and regulation. It is important for policy makers to be able to critique alcohol industry claims opposed to improved alcohol marketing regulation. The Australian National Preventive Health Agency reviewed alcohol marketing regulations in 2012 and stakeholders were invited to comment on them. In this study we used thematic analysis to examine submissions from the Australian alcohol industry, based on a system previously developed in relation to tobacco industry corporate political activity. The results show that submissions were a direct lobbying tactic, making claims to government that were contrary to the evidence-base. Five main frames were identified, in which the alcohol industry claimed that increased regulation: (1) is unnecessary; (2) is not backed up by sufficient evidence; (3) will lead to unintended negative consequences; and (4) faces legal barriers to implementation; underpinned by the view (5) that the industry consists of socially responsible companies working toward reducing harmful drinking. In contrast with tobacco industry submissions on public policy, which often focused on legal and economic barriers, the Australian alcohol industry placed a heavier emphasis on notions of regulatory redundancy and insufficient evidence. This may reflect differences in where these industries sit on the ‘regulatory pyramid’, alcohol being less regulated than tobacco.

Highlights

Exposure to marketing of alcoholic beverages is associated with increased alcohol consumption, especially in young people, and contributes to earlier initiation of alcohol use, the development of positive and carefree attitudes toward drinking in the general public, and alcoholrelated violence [1, 2]
We identified the same four frames as those in Savell et al.’s analysis of tobacco industry behaviour: 1) Regulatory Redundancy; 2) Insufficient Evidence; 3) Negative Unintended Consequences; and 4) Legal
They claimed that the current system is satisfactory, that self-regulation is flexible and responsive, and that social marketing is sufficiently regulated by this mechanism; that the public complaint system is accessible; and that the adjudication panel and pre-vetting experts are independent

Summary

Introduction

Exposure to marketing of alcoholic beverages is associated with increased alcohol consumption, especially in young people, and contributes to earlier initiation of alcohol use, the development of positive and carefree attitudes toward drinking in the general public, and alcoholrelated violence [1, 2]. He has acted as a paid expert witness in legal proceedings on behalf of a licensed venue and a security firm. She has been an unpaid expert witness in relation to gambling-related inquiries in Victorian and Commonwealth government inquiries, the Australian Productivity Commission, the South Australian Coronial Court, and inquiries in New Zealand, Canada and the UK; and she is a member of the Singapore Government International Advisory Panel. The funders had no role in study design, data collection and analysis, decision to publish, or preparation of the manuscript

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