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

Members of the Forum are organisations working at a European level, and most of them play an active role in reducing alcohol related harm within the EU by engaging in concrete and verifiable commitments to the Forum. Those organisations, out with Europe and at a national, sub-national level or individual company are also members of the Forum but only if they are willing to engage in concrete commitments under the Forum process and if their European-level organisation is a member of the Forum. ‘Organisations operating at national or sub-national level, or individual companies, can also be members of the Forum, if they are willing to engage in concrete and verifiable commitments under the Forum process and if their European-level umbrella organisation or federation is a member of the Forum’ In order to become members of the Forum, organisations must subscribe to the working methods and objectives set out in the Forum’s Charter.

The Forum has many members with many relating to alcohol; 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 small and independent breweries in Europe (SIB)

Brewers of Europe Anheuser-Busch InBev (ABI) Heineken (International) SAB Miller Comité Européen des Entreprises Vin (CEEV) 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 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 National Organisations Working with the Homeless (FEANTSA) European Mutual Help Network for individuals and families with Alcohol-Related Problems (EMNA) European Public Health Alliance 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 British Beer and Pub Association Finnish Hospitality Organisation (MaRa) 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 Forum for Responsible Drinking (EFRD)

European Sponsorship Association (ESA). ESA is a member of the Forum, which comprises of 50 businesses and non governmental organisations, who have all agreed to take action and stick to commitments in order to protect European citizens from the harmful effects of high alcohol consumption. ESA is the only representative, within the Forum, of the sponsorship industry and they found it important to be involved within the Forum to promote responsible sponsorship by the alcohol industry and by the event owners.

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 and will be discussed later; 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

Chairman

Robert Madelin is the Chairman of the European Alcohol and Health Forum.

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.'

Presentation - 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. He analyses Forum memebers commitments by saying, 'overall, good compliance with Forum rules (both on commitments and reporting)' with him also agreeing that most members hold an impressive range of activities. Analysis of the types of commitments made by Forum members are also discussed by Madelin as he argues that while some members commitments relate to legal obligations, others are only small commitments with some only being aimed at very small target groups which is not good enough to make an impact. He highlights the many commitments on education by Forum members but acknowledges there are very few Forum members who have focused on empowerment and mobilisation, therefore while Forum members are committing and trying to reduce alcohol related harm, there is still room for improvement for many Forum members to make. While Madelin has highlighted the importance of members within the Forum, having concrete commitments in place to maintain their membership and to tackle the issue of alcohol in Europe, the Forum has provided a document illustrating each members exact commitments and priority area, along with their target groups.

ESA

The European Sponsorship Association (ESA) commitments focus on ‘better cooperation, actions on responsible commercial communication sales’ They have also committed to self regulating amongst sponsorship right holders by developing an online survey which is distributed to a range of sponsorship right holders across Europe, such as ‘sports governing bodies, major event/tournament organisers, cultural venues’. There reason for having the online survey is to ‘gain better data as to the views, rules, policies, case histories, and /or contractual obligations that they (right holders) might have relating to alcohol sponsorship...the purpose will then be to use this data in future to understand what variation of self-regulation already exists due to rightsholders imposing their own parameters on alcohol sponsors, and to analyse this data to draw out any key learnings and explore potential follow-up action’.

EACA

The commitments that the European Association of Communication Agencies have prioritised is ‘better cooperation, actions on responsible commercial, communication and sales’. While the EACA’s prioritised commitments are not dissimilar to the ESA’s, they have also committed to running 8 seminars during 2008 ‘to familiarise advertising agencies with the latest marketing communications codes issued by the alcohol producers and self-regulatory best practices agreed by the European Advertising Standards Alliance (EASA)'. These seminars with be mainly aimed at agency members of their national associations and they will target ‘creative and client handling personnel'. Those from neighbouring countries will be invited to the seminars with each seminar publicising the web training tool that has been created by the European Forum for Responsible Drinking, (their commitments are mentioned next). The target groups of the EACA are staff, professionals and policy makers, with measures and tools including websites and education campaigns in order to fully publicise their commitments and policies.

EFRD

The commitments made by the European Forum of Responsible Drinking are to 'develop efficient common approaches to provide adequate consumer information'. This group are committed to establishing a programme that involves raising and maintaining a high level of consumer awareness of the risk of alcohol related harm associated with drink driving; drinking during pregnancy and under-age drinking. Within this programme there are several steps that will be taken in order to ensure these commitments make a difference. These steps are; 'Step 1: Design Consumer Research in consultation with other Forum members to:

a) Establish the baseline level of awareness and knowledge regarding alcohol related harm among consumers generally and in particular target/vulnerable groups of consumers (by August 2008).

b) Identify the most effective way to communicate with consumers so as to raise awareness and understanding of the risks of alcohol-related harm (by September 2008). Step 2: Undertake the Consumer Research (Research will not be undertaken directly vis-avis under-age people, but may address the issue indirectly with relevant adult stakeholders) (by September 2008).

Step 3: Design a communication programme based on the findings of the research undertaken (by end of 2008).

Step 4: Implement the communication programme, setting targets and KPIs relative to the baseline and measuring performance against these targets and KPIs at regular intervals: to commence in 2009'.

More Action Needed to Move Forward

Madelin has highlighted the main aims and objectives of the European Alcohol and Health Strategy. Through key facts and figures, Madelin was able to highlight the serious issue that Europe has with alcohol consumption, but he also indicates that the many members of the Forum have made lasting goals and commitments at trying to protect European citizens from further alcohol related harm. In conclusion, Madelin asks that more action is needed from the existing members of the Forum. He argues that more action is needed to reduce exposure of children and young people to alcohol advertising and sponsorship, a commitment that the EACA and ESA would be involved within. The Science Group, involved with the Forum, also adds to this point by saying, ‘Alcohol marketing increases the likelihood that adolescents will start to consume alcohol, and to drink more if they are already consuming alcohol’ . Madelin also argues that in order to reduce dangerous alcohol consumption within Europe, promotions for alcoholic beverages must be cut, such as ‘happy hours, two-for-one, drink-all-you-can’. He also adds that in order to make a change, more involvement from members of relevant NGOs, medical associations, parents and youth organisations is needed. He later discusses the process of the Forum and analyses what is needed to move forward in achieving the goals of the Strategy. He highlights the need for ‘individual feedback to commitment owners’, along with monitoring the process of each members commitments by holding meetings and analysing the relevance and impact that each members commitments are having in protecting European citizens from alcohol related harm. .