Alcohol Advertising in Brazil: the case of the young

people

Ilana Pinsky, Ph.D.

Researcher at UNIAD (Alcohol and Drugs Research Clinic) at the Federal University of São Paulo, Brazil

Objectives

Investigate: Existing laws and regulations; Structure and importance of the alcohol beverage

and alcohol advertising industry; Differences and examples of alcohol ads in the

media; Prevention programs developed by or supported by

the alcohol industry.

Interviews

Alcohol Industry – representatives of liquor and beer industry;

Advertising – executives of several advertising agencies working with alcohol products

- director of the National Counsel of Self-Regulatory Publicity;

Others – coordinator of a Brazilian prevention program on DWI

- manager of market research company

Field Trips

Supermarkets

Bakeries

Laws and RegulationsNational Law - 1996: Restricts time for tv advertising – liquors.National Law – 2000: Bans virtually all tobacco advertising.Project of Law – 2002: 50 suggesting higher levels of restriction.

CONAR code – 2000: Restricts time for tv advertising - liquors; Restricts content (sexuality, DWI, aspects of sport, etc.); Adds warning messages in labels and ads; “Protects” minors.

Structure and Importance of Industries

Alcohol Beverage Industry “Battle” between beer and the rest of the alcohol

industry; 5.6 vs 8.6 of pure alcohol/per capita/per year; Beer: 8.5 billions of liters/year

Liquor: 1.5 billions of liters/year

Wine: 0.3 billions of liters/year Beer: main advertiser of soccer.

           

       

           

       

Structure and Importance of Industries

Alcohol Beverage IndustryRepresentative of beer industry:

“We totally disagree from any public policy that restricts the availability of alcoholic beverages, either by means of imposing time limits, closing of local stores, restrictions on advertising, new or higher taxes or other means, because we know alcoholism is not related to the total amount of alcohol consumed ..., but with the promotion and education of moderation efforts”.

Importance of IndustryAlcohol Advertising Industry

Alcohol “Salty Food” “Sweet” Food Non-alcohol beverages

u$s106mi 24 71 68

Importance of each media:

Beer Others

Newspaper 3.5% 2.9%

Outdoor 1.0% 3.9%

Magazine 3.5% 23.0%

Radio - 6.7%

TV 92.1% 47.2%

Cable TV - 16.3%

Examples of alcohol ads

Whiskies and wines – sophistication and quality, progression and success (ex. Johnny Walker).

1º painel

2º painel

3º painel

4º painel

5º painel

6º painel

Examples of alcohol ads

Beer - Humor, happiness, sensuality, refreshment properties, relationship to national “passions” (soccer, carnival, etc.). Examples in video.

Examples of alcohol ads

“Ice” products- mixture of liquor and soda (ex.: “Smirnoff-ice, Bacardi breeze, Pitú-cola).

especifically targeting young people

Social Responsability

GuinessUDV – training young bartenders Pamphlets No systematic project by beer industry

Conclusion

Some advances: laws and government increased awareness

Challenges:

very little government control

new products for young people

beer is not considered an alcoholic beverage

little awareness by alcohol industry

THANKS!

WHO CONAR ACNielsen Advertising Agencies All interviewees