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Heineken’s new online marketing deal to reach 103 million minors monthly Heineken and Google have started a global partnership which will see the international beer producer increase its YouTube activity. The deal also sets out to use mobile internet as primary marketing channel in emerging markets. This new deal will very likely mean that at least 103 million minors around the world will be exposed to the harmful effects of alcohol marketing on a monthly basis.
According to MarketingWeek.co.uk the agreement spans 20 countries and ‘will see the Dutch brand execute homepage takeovers and use pre-roll ad slots on Google’s YouTube site.’ … (Source: EUCAM, 07/5/11)

We are now called „Alcohol Justice,“ the one and only alcohol industry watchdog. Our laser focus is on the world’s most harmful drug, and the companies that make and market it. This rebranding of Marin Institute reflects our global mission: To hold the industry accountable for the harm alcohol inflicts upon our many diverse communities. We use research, media and organizing to expose the industry’s products and practices, and actively advocate for effective policies such as increasing alcohol prices,restricting youth-oriented products, limiting ubiquitous and inappropriate alcohol advertising, and supporting state alcohol control. (Source: alcoholjustice.org, 07/27/11)Click here to learn more about our new name, „Alcohol Justice.“

For years, food companies have used advertising, packaging, and brand image to lead people to believe certain products are healthier than they really are. Whether it’s putting a sports star’s face on a Coca-Cola ad, labeling junk food as a “smart choice,” or attaching arbitrary designations such as “all natural” to foods high in fat, sugar, and salt, the food industry knows it must attract health-conscious shoppers. Over the past few years, alcohol companies have begun appropriating many of these misleading advertising techniques. Spirits companies are positioning their vodka as “all natural,” even though the products haven’t changed. Beer companies are sponsoring marathons and running ads showing toned drinkers meeting up at a bar after a work-out. Superstars of grueling, high-endurance sports are being tapped to promote alcoholic beverages. These advertising practices are legally tenuous, morally unsound, and potentially dangerous. Alcohol consumption costs society billions of dollars annually while causing immeasurable human suffering every day. Using health messages to sell products that can cause such widespread harm is not only unethical, it’s illegal, and yet the regulatory system has failed miserably to protect the American public. Because market research shows purchase intent and consumption of a brand increase
when people believe alcoholic products are all-natural or fitness-friendly, intense scrutiny and strict regulation of such misleading claims is essential. This report examines this disturbing trend to promote alcohol as a health and fitness product, analyzes the potential legal implications, and makes policy recommendations. … (Source: Marine Institute, June 2011)

HEALTH warnings will appear on most beer, wine and spirit products as a result of a liquor industry decision to take voluntary measures after years of government dithering.
The warnings, aimed at young people, pregnant women and problem drinkers will be carried by alcohol products representing 80 per cent of the market, including supermarket chain brands. The interchangeable warnings are: “Is your drinking harming yourself or others?“, “Kids and alcohol don’t mix“ and “It is safest not to drink while pregnant“. An image discouraging drink when pregnant is also available. … (Source: Alcohol Reports, 07/13/11) theage.com.au, 07/11/11

In 2012 Lithuania was supposed to ban all alcohol advertising. With this it would become the first EU country to have a total ban on alcohol advertising. As the year 2012 is approaching different stakeholders are getting more active to reverse this decision. Aurelijus Veryga, President of the Lithuanian National Tobacco and Alcohol Control Coalition, explains what this small Baltic country is going through. (Source: activeeurope.org, 7/11/11 press release) nordan.org, 7/11/11

Objective: To test the hypothesis that changes in alcohol-related attitudes and expectancies mediate the effect of alcohol advertising on youth drinking. Design: Longitudinal survey with a 9-month interval. Setting: Twenty-nine public schools in 3 German states….
Results A total of 581 of the students (28%) started to drink alcohol during the observation period. Alcohol use initiation was positively related to baseline alcohol advertisement exposure. This effect of alcohol advertisement exposure on alcohol use was partially mediated by a change in alcohol-related attitudes, which explained about 35% of the total effect after controlling for baseline covariates and exposure to other advertising contents. The analysis revealed similar results for binge-drinking initiation. … (Source: Alcohol Reports, 07/07/11) archpedi.ama-assn.org, July 2011

Welcome to Global Actions, your briefing on our efforts around the world as part of Global Actions on Harmful Drinking. (Source: Alcohol Reports, 07/07/11) Comment: Active social marketing by the alcohol industry.

The government is forging ahead with legislation that will crack down on alcohol advertising despite warnings of massive revenue and job losses.
According to a preliminary study by Chris Moerdyk, an independent marketing analyst, a total ban on the advertising of alcoholic beverages could cost media companies revenue of as much as R1.8-billion a year. …
About R800-million would be lost to sports sponsorships and development grants, and forfeited marketing expenditure.
Though the government does not plan to ban alcohol advertising outright, several state departments are determined to win the war on alcohol and drug abuse and have spearheaded a campaign that will enforce stringent restrictions on alcohol advertising. (Source: Google Alcohol News, 07/07/11) timeslive.co.za, 07/5/11

Online with many important articles:
* Alcohol and Cancer in the spotlight
* Alcohol and cancer – the forgotten link
* New WHO report: deaths from noncommunicable diseases on the rise, with developing world hit hardest
* Countries endorse a resolution on noncommunicable diseases at the World Health Assembly
* Is the cardio-protective action of alcohol a myth?
* Teaching responsible drinking ‘doesn’t work’ ….

Gasolina-CapriSun Following in the footsteps of brands like Four Loko and Blast who use colorful, youth-oriented packaging and pop-culture icons to market their products to an underage, urban demographic, newcomer Gasolina Urban Blends has upped the ante with its “Party in a Pouch“ line: Brightly colored, 200-ml aluminum pouches complete with little straws inside to suck up the vodka, tequila, and rum, plus some fruit juice.
These pouches look remarkably similar to Capri Sun. Yes, the same packaging you see at youth soccer games across the country has now been repurposed for easy-access, take-anywhere alcohol. … (Source: Marin Institute, 06/29/11)