Jim Beam apologises for stalker ads

Today's Age is reporting spirits company Beam Global Spirits and Wine closed their website The Neighbours after upsetting health groups and the government. The website was a part of a television advertisement linked to an "even racier website" intended to promote Jim Beam. According to The Age the website contained a woman washing dishes topless and was accused of treating women as sex objects and promoting stalking. James Sykes, marketing director for Beam Global Spirits and Wine, admitted that the site had been shut down because it was "unacceptable".



The Jim Beam move has reignited debate about alcohol companies needing regulation for Internet-based advertising campaigns. The current process of self-regulated advertising code requires print and broadcast advertisements to be pre-vetted by an independent panel - Internet promotions are currently exempt from these measures.

Source: The Age

Study: Tax the amount of alcohol in a drink

Volumetric taxation of alcohol would be the most cost-effective way to combat binge drinking according to an Australian study funded by Alcohol Education and Rehabilitation (AER) Foundation. Banning alcohol advertising would be the second most cost-effective and sustainable measure with raising the legal drinking age to 21 years coming in third.

Christopher Doran, from the National Drug and Alcohol Research Centre, and Theo Vos from the University of Queensland, co-authors of the study say volumetric taxation and banning alcohol advertising should be a high priority.

"We need a fairer system that taxes alcohol as alcohol, rather than having different rates for beer, wine or spirits" said Daryl Smeaton, chief executive of AER in The Age. "Volumetric taxation makes sense from an economic, health and community perspective and is a crucial first step that needs to be taken in order to change patterns of alcohol consumption."

Currently wine has the lowest taxation of any alcohol beverage, based on alcohol content. If a volumetric tax were to be implemented it would be expected to raise the price of wine, and cask wine in particular. According to The Age, winemakers recently told a Senate enquiry that volumetric tax "would lead to a drop of 250,000 tonnes less in demand for grapes and 3,500 people losing their jobs".

Source: The Age

Catholics back Fielding

The Catholic church has yesterday backed plans for a ban on alcohol advertising before 9pm. The Australian Catholic bishop's conference is quoted in The Age as saying "Consuming alcohol is an adult activity and deciding to consume alcohol should be an adult decision."

Source: The Age

Alcohol giants impose their own limits

Fosters Group and Lion Nathan have both issued their own guidelines for responsible production and marketing of alcohol products. They will both immediately cease to include energy additives such as guarana and caffeine into their alcohol products, and will limit alcohol content to two standard drinks (20 grams of alcohol) per single serve container.

"High alcohol products are a real problem because when young people seek alcohol they look for the best value for money," said Professor Sandra Jones, director of the Centre for Health Initiatives at the University of Wollongong, who has researched alcohol marketing to young consumers and spoke to Bloomberg concerning the changes.

Source: Bloomberg, Fosters press release & Lion Nathan press release [PDF].

Alcohol ad restrictions unworkable

Today is the last day for submissions to the senate inquiry considering restricting TV and radio alcohol advertising to after 9pm. The bill, initiated by Family First senator, Steve Fielding, wants to ban ads aimed at children or link drinking to sexual or financial success, put health warnings on drinks, allow the media regulator to pre-vet ads and restrict Internet-based advertising.

Julian Lee's article for the Sydney Morning Herald quotes executive director of the Advertising Federation of Australia, Mark Champion, who said the current proposal was unworkable as bureaucrats lacked expertise with codes, regulations and the ability to make timely decisions.

Source: Business Daily - Sydney Morning Herald

Alcohol advertising under scrutiny

In a five page article for The Age, Julian Lee shows parallels between the current alcohol industry facing advertising restrictions and the tobacco industry of the past. He argues that the alcohol industry denying the link between alcohol advertising and binge drinking is similar to the tobacco industry denying the link between tobacco advertising and cancer.

The article also highlights how Bluetongue Brewery deliberately broke the alcohol industry's self-appointed code on appropriate advertising - as they were not a signatory to the code and were not using television to display their ad for Bondi Blonde. The advertisement in question was accessible on the product's website for two months after it was requested to be removed and continues to be shown on YouTube. It shows the consumption of alcohol whilst engaging in sport and creates a clear connection between consuming Bondi Blonde and having sexual success.

The Bondi Blone ad (YouTube.com)

Source: The Age