Alcohol Marketing Restrictions: Learning from International Implementation

Citation

Carters-White L, Purves R, Gadsby E, Howell R, Gallopel-Morvan K, Fitzgerald N, Stead M & Critchlow N (2022) Alcohol Marketing Restrictions: Learning from International Implementation. Alcohol Focus Scotland. https://www.alcohol-focus-scotland.org.uk/resources/alcohol-marketing-restrictions-learning-from-international-implementation.pdf

Abstract
Background and aims: Controls on the scale and extent of alcohol marketing have been identified as an effective and cost-effective intervention strategy to tackle alcohol harm. In 2018, The Scottish Government committed to consulting on a range of potential measures to restrict alcohol marketing. Alcohol Focus Scotland (AFS) reconstituted its Alcohol Marketing Expert Network in 2020 with a view to updating its 2017 report and making further recommendations to the Scottish Government on marketing restrictions. This research aims to inform these recommendations by focusing on the processes, successes and challenges relating to alcohol marketing restrictions in a number of European countries with existing restrictions. It also focuses on what lessons can be learned from implementation successes and challenges that might be relevant to Scotland. Methods: This research focused on seven case study countries: Estonia, Finland, France, Ireland, Lithuania, Norway, and Sweden. This research (which complements work undertaken in parallel by Public Health Scotland, which has been published separately) was split into two Phases. Phase A focused on identification and analysis of relevant documentation relating to the process/story of the restrictions and how they were enacted in each country. Phase B provided supplementary evidence to the findings of Phase A, informed by qualitative interviews with professionals (N=23) directly involved in developing and implementing alcohol marketing restrictions in their respective countries. Findings: Alcohol marketing restrictions were put in place to support broader alcohol control/public health policies, to protect children and young people from exposure to alcohol marketing, and to 'de-normalise' alcohol products. Restrictions were implemented due to strong political support or by utilising a window of opportunity (change in political leadership, introduction of other measures such as taxation). All countries faced opposition and challenges from alcohol industry bodies who continue to test the boundaries of the legislation. Having straightforward and clear regulations were believed to be key to implementation and enforcement. Conclusion: There is much to learn from other countries’ experience of designing and implementing alcohol marketing restrictions. Despite their different historical and geographical contexts, there were striking similarities in their experiences of developing and implementing alcohol marketing restrictions. Key factors to consider are: to underpin the legislation with clear evidence and arguments; to make the legislation itself as simple as possible and to be prepared for any proposed restrictions to be met with opposition. Comprehensive and clear bans stating only what is permitted rather than banning specific content, channels or activities are far easier to implement than partial or unclear ones