Advertising Restrictions Research Articles

Association between stricter alcohol advertising regulations and lower hazardous drinking across European countries

To analyse the association between alcohol advertising restrictions and the prevalence of hazardous drinking among people aged 50-64 years in 16 European countries, taking into account both individual and contextual-level factors (alcohol taxation, availability, etc.). Cross-sectional study based on SHARE project surveys. A total of 27 773 subjects, aged 50-64 years, from 16 European countries who participated in wave 4 of the SHARE (Survey of Health, Ageing and Retirement in Europe) project. We estimated the prevalence of hazardous drinking (through adaptation of the SHARE questions to the scheme used by the Alcohol Use Disorders Identification Test Consumption (AUDIT-C) for each country. To determine whether the degree of advertising restrictions was associated with prevalence of hazardous drinking, we fitted robust variance multi-level Poisson models, adjusting for various individual and contextual variables. Prevalence ratios (PR) and their 95% confidence intervals (95% CI) were obtained. The observed prevalence of hazardous drinking was 24.1%, varying by sex and country. Countries with greater advertising restrictions had lower prevalence of hazardous drinking: 30.6% (95% CI = 29.3-31.8) in countries with no restrictions, 20.3% (95% CI = 19.3-21.2) in countries with some restrictions and 14.4% (95% CI = 11.9-16.8) in those with greatest restrictions. The PR found (with respect to countries with greatest restrictions) were 1.36 (95% CI = 0.90-2.06) for countries with some restrictions and 1.95 (95% CI = 1.31-2.91) for those with no advertising restrictions. The extent of advertising restrictions in European countries is associated inversely with prevalence of hazardous drinking in people aged 50-64 years.

Overturn of the proposed alcohol advertising ban in Lithuania

In response to the dramatic increase in alcohol-related problems in Lithuania, policy measures, including alcohol advertising and availability restrictions combined with taxation increase, were implemented in 2007-08. Simultaneously, a full alcohol advertising ban was adopted to take effect from 1 January 2012. Therefore, the alcohol industry responded with extensive lobbying aiming to revoke this ban, and ultimately they succeeded at the end of December 2011. To document and analyse actions of stakeholders and events during the alcohol advertising ban cancellation process in Lithuania. Policy analysis includes a development of event time-line, description of key stakeholders' actions and a review of policy context. The alcohol industry in Lithuania used similar tactics as the tobacco industry globally, such as creating strong and diverse opposing groups. The industry successfully exerted pressure to change alcohol control legislation, while non-governmental organizations had the important role of a watchdog, blunting industry's efforts. Unequal power distribution made it difficult to withstand combined local and international lobbying to cancel the ban. Given the global nature of the alcohol industry, there is a need for international regulation to limit the influence of vested interests on national lawmaking.

Effect of TV food advertising restriction on food environment for children in South Korea.

This study attempted to determine the effects of restrictions on television (TV) food advertising on children's food environments in South Korea. It examined changes that occurred in the marketing mix of food companies following enactment of those restrictions. An on-line survey was conducted with marketers or R&D managers of 108 food companies. A questionnaire was used to inquire about changes that occurred in Product, Place, Price and Promotion as a result of the restrictions placed on TV food advertising. Analysis was performed on the data collected from the responding 63 food companies (58.3%). The results of their answers showed that among the four marketing mix components the restrictions exerted relatively stronger effects on Product. Effects were stronger on companies that produced foods within the product categories of Energy-Dense and Nutrient-Poor foods (EDNP companies) in comparison with companies that did not (non-EDNP companies). The restrictions exerted positive effects on EDNP companies with respect to compliance with labeling requirements and reinforcement of nutritional contents examination, as well as changes to products such as reducing unhealthy ingredients and fortifying nutrients. Overall, the results revealed the possibility that restrictions on TV food advertising could improve children's food environments by encouraging EDNP companies to make favorable product changes. On the one hand, the results also found that some food companies attempted to bypass the regulations by changing marketing channels from TV to others and by reducing product serving sizes. Thus, future measures should be implemented to prevent food companies from bypassing regulations and to control children's exposure to marketing channels other than TV.

Analysis of Smoking by South Korean Middle School Students: Shifting Preferences in Brand Choice and Rising Popularity of Marlboro Cigarettes

South Korean Global Youth Tobacco Surveys (GYTS) conducted in 2005 and 2008 were analyzed to determine changes in smoking behavior, cigarette brand choices, perceptions of smoking, and exposure to cigarette promotion/marketing and anti-smoking media messages. Results showed an increase in smoking prevalence, media exposure to cigarette advertising, and the offering of free cigarettes from cigarette company representatives, and a decrease in seeing anti-smoking messages and the perception that quitting smoking is difficult. There was a dramatic rise in the popularity of Marlboro as a brand choice among youth smokers in 2005 (9.1%) to 2008 (49.9%). These unfavorable trends suggest a pervasive tobacco industry influence among South Korean youth. Despite the regulations on advertising in South Korea that have been enacted and other anti-smoking policies which have been implemented, it appears that Philip Morris is particularly adept at circumventing advertising and market restrictions while effectively promoting Marlboro brand identity in youth.

Advocates, interest groups and Australian news coverage of alcohol advertising restrictions: content and framing analysis

BackgroundLegislating restrictions on alcohol advertising is a cost-effective measure to reduce consumption of alcohol. Yet Australia relies upon industry self-regulation through voluntary codes of practice regarding the content, timing and placement of alcohol advertising. Ending industry self-regulation was recommended by the National Preventative Health Taskforce; a suggestion contested by the drinks industry. Debates about emerging alcohol-control policies regularly play out in the news media, with various groups seeking to influence the discussion. This paper examines news coverage of recommendations to restrict alcohol advertising to see how supporters and opponents frame the debate, with a view to providing some suggestions for policy advocates to advance the discussion.MethodsWe used content and framing analyses to examine 329 Australian newspaper items mentioning alcohol advertising restrictions over 24 months. All items were coded for mentions of specific types of advertising and types of advertising restrictions, the presence of news frames that opposed or endorsed advertising restrictions, statements made within each frame and the news-actors who appeared.ResultsRestrictions were the main focus in only 36% of 329 items. Alcohol advertising was conceived of as television (47%) and sport-related (56%). Restrictions were mentioned in non-specific terms (45%), or specified as restrictions on timing and placement (49%), or content (22%). Public health professionals (47%) appeared more frequently than drinks industry representatives (18%). Five supportive news frames suggested the policy is a sensible public health response, essential to protect children, needed to combat the drinks industry, required to stop pervasive branding, or as only an issue in sport. Four unsupportive frames positioned restrictions as unnecessary for a responsible industry, an attack on legitimate commercial activities, ineffective and ‘nannyist’, or inessential to government policy. Support varied among news-actors, with public health professionals (94%) more supportive than the public (68%), community-based organisations (76%), the government (72%), and the sports (16%), drinks (3%), or advertising (4%) industries.ConclusionRestrictions on alcohol advertising currently have low newsworthiness as a standalone issue. Future advocacy might better define the exact nature of required restrictions, anticipate vocal opposition and address forms of advertising beyond televised sport if exposure to advertising, especially among children, is to be reduced.

Restriction of television food advertising in South Korea: impact on advertising of food companies

The association between exposure to television (TV) food advertising and children's dietary habits has been well established in previous studies. However, the efficacy of restrictions on TV food advertising in the prevention of childhood obesity remains controversial. The South Korean government has recently enforced a regulation, termed the Special Act on Safety Management of Children's Dietary Life, which restricts TV advertising of energy-dense and nutrient-poor (EDNP) foods targeting children. This study aimed to determine the impact of this regulation by examining changes in the TV advertising practices of South Korean food companies since the scheduled enforcement date of January 2010. The total advertising budget, number of advertisement placements and gross rating points (GRPs) for advertisements on EDNP foods aired on the five representative TV channels in South Korea were compared and analyzed for the year before and after January 2010. After January 2010, the total adverting budget, number of advertisement placements and GRPs decreased during regulated hours. Even during non-regulated hours, a significant decline was noticed in the number of advertisement placements and GRPs. The total advertising budget for non-EDNP foods increased, whereas that for EDNP foods decreased at a higher rate in addition to a drop in its percentage share. These results suggest positive changes in TV advertising practices of food companies because of the regulation, thereby lowering children's exposure to TV advertising of EDNP foods and promoting a safer environment that may facilitate child health improvement in South Korea.

Tobacco advertising, environmental smoking bans, and smoking in Chinese urban areas

ObjectivesTo evaluate whether cigarette smoking in Chinese urban areas was respectively associated with exposure to tobacco advertising and smoking bans in households, workplaces, and public places. MethodsParticipants were 4735 urban residents aged 15 years and older, who were identified through multi-stage quota-sampling conducted in six Chinese cities. Data were collected on individual sociodemographics and smoking status, and regional tobacco control measures. The sample was characterized in terms of smoking prevalence, and multilevel logistic models were employed to analyze the association between smoking and tobacco advertising and environmental smoking restrictions, respectively. ResultsSmoking prevalence was 30%. Multilevel logistic regression analysis showed that smoking was positively associated with exposure to tobacco advertising, and negatively associated with workplace and household smoking bans. ConclusionsThe association of smoking with both tobacco advertising and environmental smoking bans further justifies implementation of comprehensive smoking interventions and tobacco control programs in China.

International evidence on the determinants of alcohol advertising restrictions

Unlike previous studies, which address the impact of alcohol advertising restrictions on alcohol demand, this article turns the issue around by investigating the determinants of alcohol advertising restrictions. Estimating a series of Probit models, our results show that the probability of adopting advertising restrictions tends to be higher in countries with higher life expectancy, higher per capita income, having a majority of the population that is Muslim and having a higher share of the population that is young. Population density, alcohol consumption and economic freedom play largely insignificant roles in the determination of advertising restrictions.

Joanna Krzeminska-Vamvaka- Tobacco, Market Economy and Market of Ideas Newest Developments Concerning Freedom of Commercial Speech

The paper highlights the link between market and freedom of expression with reference to the newest developments in the area of tobacco advertising in several legal systems (EU, Ireland, US, Canada). It analyses how courts in those systems assess the scope of the right to freedom of commercial speech and change the dynamics of the market. Tobacco restrictions influence demand and consumption levels, but also force development of new advertising techniques. The paper demonstrates the indirect impact of freedom of speech on the market as signpost on which advertising restrictions are judged with regard to the commercial speaker's right to speak and the consumer's right to receive information.

Three‐quarters of Australian children recognise Bundy R. Bear: alcohol advertising restrictions are not working

Three‐quarters of Australian children recognise Bundy R. Bear: alcohol advertising restrictions are not working

CANCER-RELATED NEWS FROM THE CDC: State Preemption of Local Smoke-Free Laws in Government Work Sites, Private Work Sites, and Restaurants

CANCER-RELATED NEWS FROM THE CDC: State Preemption of Local Smoke-Free Laws in Government Work Sites, Private Work Sites, and Restaurants

British American Tobacco on Facebook: undermining article 13 of the global World Health Organization Framework Convention on Tobacco Control

BackgroundThe World Health Organization Framework Convention on Tobacco Control (WHO FCTC) bans all forms of tobacco advertising, promotion and sponsorship. The comprehensiveness of this ban has yet to be tested by online social networking media such as Facebook. In this paper, the activities of employees of the transnational tobacco company, British American Tobacco, (BAT) on Facebook and the type of content associated with two globally popular BAT brands (Dunhill and Lucky Strike) are mapped.MethodsBAT employees on Facebook were identified and then the term ‘British American Tobacco’ was searched for in the Facebook search engine and results recorded, including titles, descriptions, names and the number of Facebook participants involved for each search result. To further detail any potential promotional activities, a search for two of BAT's global brands, ‘Dunhill’ and ‘Lucky Strike’, was conducted.ResultsEach of the 3 search terms generated more than 500 items across a variety of Facebook subsections.DiscussionSome BAT employees are energetically promoting BAT and BAT brands on Facebook through joining and administrating groups, joining pages as fans and posting photographs of BAT events, products and promotional items. BAT employees undertaking these actions are from countries that have ratified the WHO FCTC, which requires signatories to ban all forms of tobacco advertising, including online and crossborder exposure from countries that are not enforcing advertising restrictions. The results of the present research could be used to test the comprehensiveness of the advertising ban by requesting that governments mandate the removal of this promotional material from Facebook.

Freedom of Commercial Expression and Public Health Protection in Europe

Abstract This chapter focuses on the extent to which public health has been relied upon by the EU legislature or by Member States of the European Union to limit the freedom of commercial operators to promote their goods and services. First, it discusses why courts in the United States and in Europe have ruled that the freedom of commercial operators to advertise their goods and services should be protected, in light of the fundamental role advertising plays in a liberal market economy. It shows that freedom of commercial expression has been made conditional upon the disclosure of sufficient and reliable information to consumers, thus reflecting a model of consumer protection based on the well-informed and reasonably circumspect consumer. Secondly, it addresses the more controversial question of the extent to which public health may be invoked as an overriding requirement of public interest to curtail the right of commercial operators to promote their goods and services. The approach of the Court of Justice is compared with that taken by the US Supreme Court. This comparative approach highlights the differences between the two: the former is very reluctant to exercise its review powers, while the latter has made it excessively difficult for public authorities to impose any meaningful advertising restrictions. It is argued that neither court has been able to strike a suitable balance between, one the one hand, the need to review the validity of restrictions imposed by public authorities on commercial speech to ensure a high level of public health protection and, one the other hand, the need to ensure that courts do not substitute their assessment to that of the legislature in exercising their judicial review powers. A more balanced approach is required to ensure the adequate protection of consumer health.

Freedom of Commercial Expression and Public Health Protection in Europe

AbstractThis chapter focuses on the extent to which public health has been relied upon by the EU legislature or by Member States of the European Union to limit the freedom of commercial operators to promote their goods and services. First, it discusses why courts in the United States and in Europe have ruled that the freedom of commercial operators to advertise their goods and services should be protected, in light of the fundamental role advertising plays in a liberal market economy. It shows that freedom of commercial expression has been made conditional upon the disclosure of sufficient and reliable information to consumers, thus reflecting a model of consumer protection based on the well-informed and reasonably circumspect consumer. Secondly, it addresses the more controversial question of the extent to which public health may be invoked as an overriding requirement of public interest to curtail the right of commercial operators to promote their goods and services. The approach of the Court of Justice is compared with that taken by the US Supreme Court. This comparative approach highlights the differences between the two: the former is very reluctant to exercise its review powers, while the latter has made it excessively difficult for public authorities to impose any meaningful advertising restrictions. It is argued that neither court has been able to strike a suitable balance between, one the one hand, the need to review the validity of restrictions imposed by public authorities on commercial speech to ensure a high level of public health protection and, one the other hand, the need to ensure that courts do not substitute their assessment to that of the legislature in exercising their judicial review powers. A more balanced approach is required to ensure the adequate protection of consumer health.

Tobacco, Market Economy and Market of Ideas Newest Developments Concerning Freedom of Commercial Speech

The paper highlights the link between market and freedom of expression with reference to the newest developments in the area of tobacco advertising in several legal systems (EU, Ireland, US, Canada). It analyses how courts in those systems assess the scope of the right to freedom of commercial speech and change the dynamics of the market. Tobacco restrictions influence demand and consumption levels, but also force development of new advertising techniques. The paper demonstrates the indirect impact of freedom of speech on the market as signpost on which advertising restrictions are judged with regard to the commercial speaker’s right to speak and the consumer’s right to receive information.

Unfinished Business in Tobacco Control

A HALF-CENTURY AFTER THE FEDERAL GOVERNMENT recognized the dangers of tobacco, substantial progress has been made in controlling its use in the United States. The prevalence of smoking has been halved from its peak and the majority of Americans work and live in smoke-free environments. Progress has also been made elsewhere, but in many lowand middleincome countries, prevalence of tobacco use continues to increase. Despite progress, much is unfinished in tobacco control worldwide. Now is a notable moment in tobacco control. The findings on disease causation by active and passive smoking are unassailable, and substantial evidence and experience define best practices for tobacco control. In the United States, the majority of states have some form of smoke-free legislation, and for the first time, Congress has given the US Food and Drug Administration (FDA) authority to regulate tobacco. Most countries have ratified the World Health Organization’s (WHO’s) Framework Convention on Tobacco Control (FCTC), a global public health treaty that obligates ratifying nations to implement comprehensive tobacco control. Moreover, funding for global tobacco control has increased significantly with a $500 million commitment from the Bloomberg Philanthropies and the Bill and Melinda Gates Foundation. Some unfinished business in the United States requires rapid completion. Taxes on cigarettes enhance revenues and benefit public health by increasing cessation and reducing initiation and should be raised further. Despite the recent increase in the federal tax, cigarettes in the United States remain among the most affordable in the world. At least the amount of tax revenues recommended by the Centers for Disease Control and Prevention should be used for tobacco control, and states should not reallocate to other initiatives funds received under the Master Settlement Agreement and originally dedicated to tobacco control. Smokefree public place regulations also need to be extended. The 39 states not mandating completely smoke-free restaurants and bars need to pass comprehensive legislation; there are now abundant models and ample evidence that revenues do not diminish. Smoke-free regulations cannot cover homes, a principal place of exposure for children, and vigorous efforts are needed to make homes smoke-free, including media campaigns and engagement of health care professionals to work with patients and families on this issue. Removing glamorous images of smoking in movies and on television has potential benefits globally, especially for youth and young adults. Smoking cessation is critical for reducing the tragic and predictable burden of disease caused by smoking. Despite decades of research and experience, long-term success rates using available smoking cessation therapies remain around 10%. While available therapies are cost-effective and benefit public health, they remain mostly uncovered by insurance, are as costly as cigarettes, and are not sold accessibly or in convenient and affordably sized units. Enhanced financial support for smoking cessation is needed, along with its full integration into the health care system and a continued search for better cessation methods. One transformative change in domestic business is the Family Smoking Prevention and Tobacco Control Act, federal legislation that was recently signed into law giving the FDA authority to regulate the tobacco industry and its products. The act’s provisions include strengthening advertising restrictions, requiring new and more prominent warning labels, compelling companies to disclose all ingredients in tobacco products, and authorizing the FDA to restrict harmful additives and monitor and reduce nicotine yields. There are potential complexities involved in implementing the act, including developing protocols for assessing the toxicity and addictive potential of tobacco products. Markers of tobacco toxicity can be measured in blood and other biological materials, and WHO has proposed a suite of markers of exposure as well as regulation of levels of tobaccospecific nitrosamines. However, the selected markers, although representative of toxins in tobacco smoke, lack prospective validation for predicting disease. While the mechanisms by which tobacco smoking causes disease have been extensively studied, the resulting evidence is incomplete as to how overall disease risks depend on specific components of tobacco or tobacco smoke. The FDA will be chal-

The Impact of Cigarette Taxes and Advertising on the Demand for Cigarettes in Ukraine

Cigarette consumption in Ukraine is increasing while the cigarettes are becoming more affordable due to low taxes and raising income. The impact of cigarette prices and taxes on cigarette consumption is unclear due to the limited research evidence using the local data. This study estimates the sensitivity of Ukraine population to cigarette prices and the affordability of cigarettes using the macro level data in order to predict the effectiveness of cigarette tax policy. Monthly time-series data available from 1997 to 2006 in Ukraine were used to estimate the generalized least square model with an AR(1) process to investigate the impact of cigarette price/tax, household income, the affordability of cigarettes and the volume of tobacco advertising on Ukraine domestic cigarette sales while controlling for other factors. Our analyses demonstrate a strong positive association between cigarette sales and household income as well as a strong positive association between cigarette sales and tobacco advertising activity. The population is found to have relatively low sensitivity to cigarette prices and cigarette taxes, but the impact of cigarettes' affordability is statistically significant, even though also of low magnitude. We speculate that the lower sensitivity to cigarette prices among Ukraine population is caused by wide price variation allowing smokers to avoid a price increase by brand substitution as well as by low costs of cigarettes, high social acceptance of smoking and limited effort to control tobacco use in Ukraine. Narrowing the cigarette price choices and increasing cigarette prices above the level of inflation and income growth by adopting the appropriate tax policy would likely increase the effectiveness of this tool for controlling the smoking rate in Ukraine as well as yield additional budget revenue gains. In addition, imposing advertising restriction may further help reducing the smoking prevalence.

The effect of marketing regulations on efficiency: LeChatelier versus coordination effects

Government regulations designed to promote social welfare can have unintended consequences on efficiency. According to the LeChatelier Principle, regulations that effectively limit substitution possibilities among inputs will reduce firm and industry-wide efficiency. In imperfectly competitive markets, however, government constraints on a strategic variable can facilitate coordination. An advertising restriction, for example, would improve efficiency if it enables firms to produce the same level of sales with less advertising spending. We use data envelopment analysis to estimate the effect of marketing regulations on efficiency in the U.S. cigarette industry. Unlike previous studies, we do not assume that marketing and production technologies are separable. Our results demonstrate that coordination effects dominate LeChatelier effects. Cigarette producers have benefited from advertising restrictions, a result consistent with the capture theory of regulation.

When two sides go to war: newspaper reporting of ‘television food advertising restrictions’ as a solution to childhood obesity

Childhood overweight and obesity is a major public health problem in Australia and overseas. Food advertising during children's television programmes has been identified as one contributing factor to childhood obesity. The media plays an important role in informing the public and presenting arguments supporting and opposing solutions to childhood obesity. The aim of this study was to analyse newspaper coverage of the debate over restricting television food advertising as a solution to preventing childhood obesity. A newspaper search was conducted over the period July 2002 to July 2005. One hundred and sixty-six articles were analysed for article characteristics, speakers quoted, causes and solutions of childhood obesity and arguments presented. The majority of the articles (82, 49%) took a positive slant towards restricting television food advertising to children while 35 (21%) had a negative slant. The main causes of childhood obesity presented were: television advertising of unhealthy foods, lack of physical activity, increased screen time and time stretched parents. The main areas presented as solutions of childhood obesity were: policy changes to food advertising, supportive environments for physical activity, supportive environments for healthy eating and healthy eating policies. Strong arguments and strong language dominated the debate which remained polarised between health professionals and Federal government and industry. In spite of opposition towards restrictions on television food advertising to children, the media's stories played an important part in keeping the issue on the public and political agenda.

Advertising of food to children: is brand logo recognition related to their food knowledge, eating behaviours and food preferences?

There remains controversy about the contribution of food advertising targeted at children to the epidemic of childhood obesity in the UK. The aim of this study is to explore the relationship between the ability to recognize brand logos featured in promotional campaigns of the food industry and eating behaviours, food knowledge and preferences in children aged 9-11 attending six primary schools in Birmingham, West Midlands. A '20 flashcard' brand logo quiz assessed children's brand logo recognition ability; a self-completed questionnaire collected information on children's socio-demographic characteristics, eating behaviours, food knowledge and preferences (n=476). Children demonstrated both high brand logo recognition abilities with 88.4% (420/476) recognizing at least 16/20 brand logos in the quiz and high levels of poor diet. No strong correlation was found between higher brand logo recognition ability and poorer eating behaviours, food knowledge and preferences. Although many children are familiar with commonly presented logos of food products, brand awareness does not appear to be a major influence on the consumption of a poor diet amongst children. The regulation or restriction of food advertising to children is unlikely to have a significant impact on obesity rates among children unless combined with measures to address other detrimental influences.