This new Directive updates the 1989 TV without Frontiers Directive (TVwF) and creates a legal framework for media products and programmes.
Alcohol advertising is currently covered by Article 15 of the TVwF and is largely implemented at national level through self-regulation by the advertising industry. According to Article 15, alcohol may not be linked to physical performance or driving, social or sexual success, show immoderate consumption, dangerous behaviour or be targeted at young people. Globally, more than 2 billion US dollars is spent on advertising of beer, wine and spirits (source: Advertising Age). However, a number of NGOs working on alcohol policy have raised concerns that existing restrictions on alcohol advertising (Article 15) fail to provide adequate protection for children and young people.
Across Europe there is a growing trend for children to start drinking alcohol at young ages (average starting age is 12.5 years) and to drink heavily. Children that drink early are more likely to develop dependency and suffer longterm health damage. There is also a strong impact on the family of alcohol which is linked to 40 % of all domestic violence and 16 % of child abuse and neglect. In terms of advertising, research shows that young people remember and enjoy alcohol ads. In focus groups they frequently mention such ads as their favourite and say that they think that the adverts are aimed at young people. Alcohol advertising provides a cultural and social context for children and teenagers which is attractive and does not show the risk of injury, physical or mental health problems or even death that can result from drinking.
On 12 December 2006, MEPs are being urged to vote for the Westlund amendment which set the standard of not before nine for alcohol advertising on television across the European Union. This would mean that families and children, the core TV audience before 9.00, would not be exposed to alcohol advertising.
The initiative is being supported by the leading European networks of children and family organisations (EUROCHILD, COFACE and EUROPEAN CHILDREN’S NETWORK) and the European POlicy Alliance on Alcohol (EUROCARE).
Alcohol in Europe report setting out the full range of social, economic, health and crime impact of alcohol in the European Union.
Source: http://www.epha.org/a/2459