Globalisation:European Alcohol and Health Forum

Introduction

The Issue

The establishment of the European Alcohol and Health Forum came from the harmful effects that alcohol can have on the human body. The issue of alcohol must be looked at first in order to understand the creation of Forum and the many policies and strategies the Forum has in place to reduce these harmful effects. A document published by the European Commission, when the Forum was first established, highlights the devastating effects that alcohol consumption can have not only on our health but on society itself; this can be seen in the following statement from the Forum itself.

'Alcohol consumption can be harmful and hazardous and can be linked to premature death and avoidable diseases. It is a net cause of 7.4 % of all ill-health and early death in the European Union, and has a negative impact on labour and productivity. Many adults consume alcohol responsibly, but for many others, harmful and hazardous alcohol consumption hurts people. Alcohol also harms the development of the economy and society as a whole, as it generates costs to the health and social systems, law enforcement and public order. The average alcohol consumption has been decreasing in the EU. But the proportion of children,adolescents and young adults with harmful and hazardous consumption patterns has increased in many Member States over the last ten years. Harmful drinking patterns in many parts of the EU, including increasing trends in under-age “binge-drinking” and the rising frequency of under-age drinking in many European countries have long-term adverse health effects and increase the risk of social harm. Young people are particularly at risk, as hazardous alcohol consumption drives over 10% of EU female mortality and around 25% of male mortality in the 15–29 age group. The harmful and hazardous consumption of alcohol has effects not only on those who drink,but also on others and on society. Harmful effects of alcohol tend to be greater in less advantaged social groups, and therefore contribute to inequalities in health.'

The Forum

'The 'European Alcohol amd Health Forum' was established by the European Commission in 2006 to support Member States in order to reduce alcohol related harm and also to address the adverse health effects related to harmful and hazardous alcohol consumption, as well as the related social and economic consequences.'

'The Commssion identified 5 priority themes which are relevant in all Member States and for which Community action as a complement to national policies has an added value, these themes are:

• Protect young people, children and the unborn child;

• Reduce injuries and death from alcohol-related road accidents;

• Prevent alcohol-related harm among adults and reduce the negative impact on the workplace;

• Inform, educate and raise awareness on the impact of harmful and hazardous alcohol consumption, and on appropriate consumption patterns;

• Develop and maintain a common evidence base at EU level.'

The Forum is also a space in which stakeholders, at the EU level can take responsible action towards reducing alcohol consumption in the 'following areas;

• strategies aimed at curbing under-age drinking;

• information and education programmes on the effect of harmful drinking and on responsible patterns of consumption;

• possible development of efficient common approaches throughout the Community to provide adequate consumer information;

• actions to better enforce age limits for selling and serving alcohol;

• interventions promoting effective behavioural change among children and adolescents;

• cooperation to promote responsibility in and prevent irresponsible commercial communication and sales'

List of Members

The Forum has many members; they have been listed as the following organisations; this list was last updated on 12 November, 2009;

'Advertising Information Group Alcohol Beverage Federation of Ireland (ABFI) Alcohol Policy Youth Network (APYN) Association of European Cancer Leagues (ECL) Association of European Professional Football Leagues (EPFL) Association of small and independent breweries in Europe (SIB) Association of Television and Radio Sales Houses (Egta) Brewers of Europe Anheuser-Busch InBev (ABI) Heineken (International) SAB Miller Comité Européen des Entreprises Vin (CEEV) Committee of Professional Agricultural Organisations in the EU – General Confederation of Agricultural Cooperatives in the EU (COPA-COGECA) EUROCARE Alcohol Action Ireland Association Nationale de Prévention en Alcoologie et Addictologie (ANPAA) EUROCARE Italia Estonian Temperance Union German Centre for Addiction Issues (DHS) Institute of Alcohol Studies (IAS) IOGT-NTO National Foundation for Alcohol Prevention (STAP) Nordic Alcohol and Dug Policy Network (NordAN) EUROCOMMERCE British Retail Consortium Delhaize Group Royal Ahold European Association for the Study of the Liver (EASL) European Cider and Fruit Wine Association (AICV) European Confederation of Youth Clubs (ECYC) European Federation of Associations of Beer and Beverages Wholesalers (CEGROBB) European Federation of Magazine Publishers (FAEP) European Federation of National Organisations Working with the Homeless (FEANTSA) European Midwives Association (EMA) European Mutual Help Network for individuals and families with Alcohol-Related Problems (EMNA) European Public Health Alliance Royal College of Physicians, London European Publishers Council (EPC) European Social Insurance Platform (ESIP) European Spirits Organisation (CEPS) Bacardi Martini Brown-Forman Diageo Moët Hennessy Pernod-Ricard S.A. The Absolut Company The Scotch Whisky Association European Trade Union Confederation (ETUC) European Transport Safety Council (ETSC) European Youth Forum National Youth Council of Ireland HOTREC 1 British Beer and Pub Association Finnish Hospitality Organisation (MaRa) Page Swedish Hotel and Restaurant Association (SHR) Institut de Recherches Scientifiques sur les boissons alcoolisées (IREB) International Center for Alcohol Policies (ICAP) ReLeaf (European Young Persons’ Network for Drug and Alcohol Health Promotion) Standing Committee of European Doctors (CPME) World Federation of Advertisers (WFA. The other main groups being discussed within the project are also members of the Forum, they are;

European Association of Communication Agencies (EACA)

European Sponsorship Association (ESA)

European Forum for Responsible Drinking (EFRD)

The founding members of the European Alcohol and Health Forum, have made a series of commitments aimed at reducing alcohol-related harm. These commitments can be accessed from the following document; http://ec.europa.eu/health/ph_determinants/life_style/alcohol/Forum/docs/overview_commitments_en.pdf.

While the Forum has many founding members, it also has many official observers, who are;

• The European Parliament

• EU Member States

• The Economic and Social Committee

• The Committee of the Regions

• The World Health Organization, represented by Headquarters and the Regional Office for Europe, contributes to the Forum in relevant technical areas

• The International Organisation of Vine and Wine contributes to the Forum in relevant technical areas

Director

Robert Madelin Director General Health and Consumers European Commission

Health Strategy

In the European Alcohol and Health Forum, they have published a Health Strategy that states, 'On 23 October 2007 the European Commission adopted a new Health Strategy, 'Together for Health: A Strategic Approach for the EU 2008-2013'. Building on current work, this Strategy aims to provide, for the first time, an overarching strategic framework spanning core issues in health as well as health in all policies and global health issues. The Strategy aims to set clear objectives to guide future work on health at the European level, and to put in place an implementation mechanism to achieve those objectives, working in partnership with Member States.'

They also add that the Strategy 'focuses on four principles and three strategic themes for improving health in the EU. The principles include taking a value-driven approach, recognising the links between health and economic prosperity, integrating health in all policies, and strengthening the EU's voice in global health. The strategic themes include Fostering Good Health in an Ageing Europe, Protecting Citizens from Health Threats, and Dynamic Health Systems and New Technologies.'

Presentations - Open Forum on Alcohol and Health, Brussels 2009

EU Alcohol and Health Stategy - Robert Madelin

The European Alcohol and Health Strategy has had a contribution made by the Forum on the issue of alcohol consumption. This contribution comes in the form of a presentation by Director Robert Madelin, in Brussels on April 30th 2009 at the Alcohol Open Forum. His presentation highlights the complex process of European Alcohol use.

European Issue

Firstly, in Madelin's presentation, he highlights important issues to do with the high level of alcohol consumption that Europe has dangerously maintained. He indicates, with the help of the European Alcohol and Health Forum, that within Europe, 'consumption levels are going down - but Europe still is the region with the highest alcohol consumption in the world.' He later discusses the many problems that most countries within the EU face in relation to alcohol consumption; these problems are;

•under-age drinking

•drink-driving

•binge drinking (not only North: France, Spain…)'

Health Determinants

Also within the presentation, Madelin states, key health determinants, which show figures related to alcohol consumption in the EU, these figures are;

•7,5% of all ill health and early death in EU

•195,000 premature deaths per year in EU

•alcohol is a contributory factor for 60 acute or chronic diseases

•in 15-29 year olds: 25% of male deaths and 10% of female deaths are caused by excessive alcohol consumption

Implementing Alcohol Strategy

The European Commission adopted the Alcohol Strategy in October 2006. This strategy, as illustrated by Madelin, was endorsed by the Council Conclusions November 2007 and EP Reportb October 2007, with the goals of the strategy being;

•Protect young people, children and the unborn child

•Reduce injuries and deaths from alcohol-related road traffic accidents

•Prevent alcohol-related harm among adults and reduce the negative impact on the workplace

•Inform, educate and raise awareness on the impact of harmful and hazardous alcohol consumption, and on appropriate consumption patterns

•Develop, support and maintain a common evidence base

Commitments of Members

While Madelin has highlighted the key goals of the Alcohol Strategy adopted by the Commission, he also illustrates the importance of the commitments of members in reaching these goals. He illustrates that members of the Forum need to commit to concrete action if these goals are to be achieved along with devoting an increasing level of effort beyond the baseline.

Marketing Communication and the Role of the Mass Media - Science Group

The Science Group, who presented on the same day as Madelin at the Open Forum in Brussels, also highlighted the dangerous effects of alcohol consumption in Europe.