Research project DR/77 (Research action DR)
Description:
Objectives
Alcohol use results in a plethora of avoidable medical, psychological and social harm, damaged lives and early deaths (Hastings & Angus, 2009; Anderson et al., 2012; WHO, 2014). Meanwhile, over the years, the marketing for alcohol has grown (Jernigan, 2001). Both longitudinal studies (long term effects) (Anderson et al., 2009, Smith & Foxcroft, 2009) as well as experimental studies (short term effects) (Koordeman et al., 2009) indicate that exposure to alcohol advertising lead to drinking problems in minors, they also make it harder for alcohol addicts to stay sober since a larger volume of alcohol marketing correlates significantly with stronger cravings for alcohol.
Considering alcohol marketing as one possible determinant of alcohol consumption and alcohol-related harm, regulation of alcohol marketing is an important policy tool to protect (young) people against exposure to alcohol advertising or marketing and subsequent alcohol use. The general objective of our study is to contribute to a better understanding of strengths, weaknesses and conditions of the Belgian alcohol regulating system against the existing knowledge in this domain. In particular, this study describes and critically examines the regulation in Belgium and also the system that supports it (legal context, complaint system, sanctions, monitoring, … ). In the light of the feasibility and effectiveness of alternative policy options and interventions (e.g. bans on alcohol advertising, coregulatory frameworks, … ) as documented in the existing (European) studies, our aim is to develop a "best fit design" for Belgium taking into account the specificities of the Belgian context and the views of all stakeholders involved.
In particular, the project compares the alternative systems in other European countries and will examine the strengths, weaknesses and necessary conditions of the different options. The project bears in mind the careful implementation of an alternative system in the Belgian context, with special attention for the specific cultural and social practices and the context-bound implications and limitations. Following research questions result out of these aims:
(1) How is the marketing for alcohol regulated in Belgium?
(2) How is the marketing for alcohol regulated in other (5) European countries?
(3) What are the pros and cons of each of the (alternative) regulation systems?
(4) Which marketing regulation system can be considered as a "best fit design" for Belgium taking into account the specificities of the Belgian context and the views of all stakeholders involved?
Methodology
The literature review includes three consecutive phases:
(1) An overview of alcohol marketing regulations in Belgium. The objective of the first part is to document the national and community (Flemish, French and German) law and regulation on the marketing of alcoholic beverages in Belgium as well as to assess and report on its enforcement. The latter includes the analysis of alcohol marketing practices that have been evaluated for compliance with regulation covering the last 5 years (2010-2015).
(2) An overview of alcohol marketing regulations in 6 European countries. The aim of the literature review is to describe the several existing models in detail focusing on advantages and disadvantages of each regulation system. In this study, six European countries are selected reflecting the highest variety in alcohol marketing regulations: Norway, Poland, the Netherlands, the UK, France and Finland.
(3) The development of a framework to examine the effectiveness of alcohol marketing policies. The overview of the alcohol marketing regulations in Belgium and in the 6 European countries involved is used to identify 'evidence-based' criteria for effective alcohol marketing regulations. This process is guided by the tool developed by De Bruijn et al. (2010), focusing on the role of volume restrictions, content restrictions, and a supporting regulatory system. With these criteria in mind, alcohol marketing regulations from 6 European countries and Belgium will be analyzed critically. The public health perspective will be central to this analysis.
In addition to the literature review (1-2-3), exploratory interviews are conducted with (inter)national experts. These consultations (face-to face or by Skype) serve to complement the comprehensive literature review and the evaluation framework of our study and to inspire the data collection phase (see below). Key informants are identified and consulted in close cooperation with the subcontractors of this study (VAD vzw and Univers Sante),.
Besides a literature and exploratory interviews, data collection also involves in-depth interviews and a small-scale questionnaire to assess Belgian stakeholders opinions. This phase builds on the identification and examination of the pros and cons of the alternative systems. Through in-depth interviews and a small-scale questionnaire, this study allows a well-informed (evidence-based) reconsideration of the current regulation system in Belgium (approx.. 20 – 25 interviews). The data collection is based on internationally validated instruments, such as the framework of De Bruijn et al. (2010).
Expected outcomes
The project contributes to the body of scientific knowledge regarding publicity and marketing of alcohol and its impacts. Despite the increasing literature on alcohol marketing and its effects on alcohol consumption, many studies do not include a profound examination of the regulations affecting advertising and marketing of alcohol. Exceptions are the recent comparative assessments on EU and international level in terms of the ELSA (Enforcement of National Laws and Self-Regulation on the Advertising and Marketing of Alcohol) project (2005-2007) or the Focus on Alcohol Safe Environments (FASE) project (2008-2009). This study wants to make a significant contribution to the understanding of the effectiveness of particular regulation systems for alcohol marketing and aims to optimise the framework to evaluate alcohol marketing policy interventions (as developed by de Bruijn et al., 2010). Monitoring and critically analysing the Belgian regulation system and its enforcement in the light of existing studies may serve this scientific goal.
Understanding the advertising function and impact of the regulatory system is essential to carry out a coherent public health policy. This study demonstrates the degree of effectiveness of different policy options with varying levels of regulation. From a public health perspective, a balance needs to be found between economic and libertarian interests versus the need to protect citizens, youngsters in particular. Policy-makers are increasingly challenged to put the issue of alcohol marketing and young people on their agenda and to take action in order to limit the exposure of young people to alcohol advertising. Bearing in mind the stakeholder's support for the different policy options, this research project informs policy-makers about the background and implications as well as effectiveness of alcohol marketing regulations in order to be able to take a well-informed position in future policy discussions on marketing regulation in Belgium and at the EU-level. As such, the outcome of the project can contribute to the development of a more effective, evidence-based public health and prevention strategy for society, at least if policy-makers are willing to take into account the scientific conclusions and policy recommendations of this research.
Évaluation des modèles alternatifs de publicité de l'alcool de régulation en Belgique ALMOREGAL : résumé
Decorte, T. - Kramer, R. - Vlaemynck, M. ... et al. Bruxelles : Politique Scientifique fédérale, 2019 (SP2805)
[To download]
Assessment van alternatieve modellen voor de regulering van alcohol marketing in België (ALMOREGAL) : samenvatting
Decorte, T. - Kramer, R. - Vlaemynck, M. ... et al. Brussel : Federaal Wetenschapsbeleid, 2019 (SP2806)
[To download]
Assessment of alternative models of regulation alcohol marketing in Belgium (ALMOREGAL) : summary
Decorte, T. - Kramer, R. - Vlaemynck, M. ... et al. Brussels : Belgian scientific Policy, 2019 (SP2807)
[To download]
Assessment of alternative models of regulation alcohol marketing in Belgium (ALMOREGAL) : final report
Decorte, T. - Kramer, R. - Vlaemynck, M. ... et al. Brussels : Belgian scientific Policy, 2019 (SP2808)
[To download]
