Analysis of alcohol industry submissions against marketing regulation
journal contributionposted on 2017-01-24, 00:00 authored by Florentine MartinoFlorentine Martino, Peter MillerPeter Miller, Kerri CoomberKerri Coomber, Linda HancockLinda Hancock, K Kypri
A growing body of literature points to the role of vested interests as a barrier to the implementation of effective public health policies. Corporate political activity by the alcohol industry is commonly used to influence policy and regulation. It is important for policy makers to be able to critique alcohol industry claims opposed to improved alcohol marketing regulation. The Australian National Preventive Health Agency reviewed alcohol marketing regulations in 2012 and stakeholders were invited to comment on them. In this study we used thematic analysis to examine submissions from the Australian alcohol industry, based on a system previously developed in relation to tobacco industry corporate political activity. The results show that submissions were a direct lobbying tactic, making claims to government that were contrary to the evidence-base. Five main frames were identified, in which the alcohol industry claimed that increased regulation: (1) is unnecessary; (2) is not backed up by sufficient evidence; (3) will lead to unintended negative consequences; and (4) faces legal barriers to implementation; underpinned by the view (5) that the industry consists of socially responsible companies working toward reducing harmful drinking. In contrast with tobacco industry submissions on public policy, which often focused on legal and economic barriers, the Australian alcohol industry placed a heavier emphasis on notions of regulatory redundancy and insufficient evidence. This may reflect differences in where these industries sit on the 'regulatory pyramid', alcohol being less regulated than tobacco.
Pagination1 - 22
PublisherPublic Library of Science
LocationSan Francisco, Calif.
Publication classificationC Journal article; C1 Refereed article in a scholarly journal
Copyright notice2017, Martino et al
CategoriesNo categories selected
alcoholalcohol industrypolicy and regulationmarketing regulationAustralian alcohol industrylobbying tacticalcohol consumptionalcohol useAlcohol Beverages Advertising (and Packaging) Code Scheme (ABAC)Australian Association of National Advertisers (AANA) Code of EthicsAANA’s Code for Advertising and Marketing Communications to ChildrenAustralian Subscription Television and Radio Association (ASTRA) Code of PracticeCommercial Radio Code of PracticeThe Children’s Television Standards (CTS)Commercial Television Industry Code of Practice (CTICP)Science & TechnologyMultidisciplinary SciencesScience & Technology - Other TopicsADDICTION RESEARCHADVERTISING BANSVESTED INTERESTSTOBACCOSCIENCEPOLICYCONSUMPTIONDRINKINGIMPACT