Bangkok--16 Jan--Azaim Burson-Marsteller
An alcohol industry committee formed of representatives from five major alcohol producers and importers, which are Bacardi (Thailand) Limited; Riche Monde (Bangkok) Ltd.; Pernod Ricard (Thailand) Co. Ltd.; Thai Asia Pacific Brewery Co., Ltd.; and Siam Winery Trading Plus Co., Ltd. today announced it has finished developing recommendations for voluntary marketing communications guidelines to reduce exposure to alcohol advertising for underage consumers.
The voluntary guidelines are an initiative announced by the five companies at the end of November 2006 to review all media channels they use for advertising their brands to identify those that might be inadvertently reaching underage consumers. The five companies suspended advertising in the mass media during December while conducting this review and developing the voluntary guidelines.
The alcohol industry committee’s recommended voluntary guidelines are based on the government’s current alcohol advertising rules & regulations with tighter controls added for various marketing communications channels. This will decrease the chances of underage consumers inadvertently seeing alcohol advertising.
The recommended voluntary guidelines cover all major communications channels including print and broadcast media; out-of-home advertising (OOH) such as billboards; cinema; digital media; point-of-sale; consumer promotions and sponsorships & events.
In developing the recommended voluntary guidelines, the alcohol industry committee assessed each communications channel using the AC Nielsen Media Index, which covers TV, radio, newspapers and magazines, to determine the percentage of young viewers for programs and media categories as well as the Ministry of Culture and Department of Public Relations’ media ratings. They set a benchmark that there should be no alcohol advertising if 25% or more of the audience of a particular program or media category are below 20 years old. The 25% figure is an international benchmark used in many markets worldwide by global alcohol producers. The alcohol industry committee will review the AC Nielsen data every six months to ensure that programs and media categories remain above this benchmark.
For marketing channels that do not have AC Neilsen data, the alcohol industry committee evaluated how underage consumers could be exposed to alcohol advertising and then identified ways to eliminate or reduce this exposure. As part of its emphasis on promoting responsible drinking, the alcohol industry committee developed recommendations for these channels even though many of them are not covered by the government’s current alcohol advertising rules & regulations.
Prevention of youth drinking is an integral part of a responsible consumption program, which is one of the most effective ways in which to tackle alcohol problems. The alcohol industry must work together to address responsible marketing and selling by the business sector, ongoing consumer education and the fair enforcement of laws and regulations by the responsible authorities.
The five companies maintain that, as a legitimate stakeholder, they have an important role in the promotion of responsible consumption of all alcoholic beverages. The World Health Organisation advised at their last meeting in November 2006 that the best practice to solve alcohol problems is to have the government, NGOs and the alcohol industry work together. The five companies are hopeful that the development of these voluntary marketing communications guidelines reinforces their commitment to responsible marketing and are a major step towards more dialogue and greater co-operation between the alcohol industry and the Thai government.
For further information, please contact:
Azaim Burson-Marsteller
Steve Vincent or Waraporn S.
Tel 02 252 9871