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Eurocare French member ANPAA launched on the occasion of the World Cup campaign ‘Be our eyes’. This operation aimed at collecting pictures showcasing the link between sport and alcohol. The result has highlighted an overexposure to advertisements of alcohol.
ANPAA collected more than 230 pictures, they are all published on its Flickr page to showcase that self-regulation promises of the alcohol industry are a vast deception.
The results of the operation "Be our eyes" launched by ANPAA present a rich lesson in marketing practices:
If there was a World Cup for ‘how to break Loi Evin’ it would probably go to Carrefour, which encourages on its Facebook page "young and old" to consume excessively, while spreading a message of "prevention" (alcohol in moderation please, or sleep on the spot, <adding a wink smiley face>
Finally, this overexposure was verified in the field. As the competition was taking place in Russia, one could observe multiple occurrences of advertising for the brand Bud, sponsor of the 2018 World Cup, during the matches broadcasted on French television. At the end of the final, the brand was also eager to use the French victory to promote its beer.
These finding are particularly worrying because the revised Audiovisual Media Services Directive as proposed by the European Commission back in 2016, is encouraging even more self-regulation across Europe.
Art 9 states:
Member States are encouraged to use co-regulation and to foster self-regulation through codes of conduct as provided for in Article4a(1) regarding inappropriate audiovisual commercial communications for alcoholic beverages.Those codes shall aim to effectively limit the exposure of minors to audiovisual commercial communications for alcoholic beverages
Under the current rules in Art 22 of AVMSD from 2010, advertising and teleshopping for alcoholic beverages ‘shall not link the consumption of alcohol to enhanced physical performance or to driving’; and ‘shall not create the impression that the consumption of alcohol contributes towards social or sexual success’.
However, definitions of what constitutes an ‘impression’ or a ‘link’ are open to interpretation and legal disputes. With the revised AVMSD promoting self-regulation, it can be assumed that the link between alcohol marketing and sports will not be broken for decades to come.