Consumers
January 01 2005
by Briefing staffModerating consumption
Smoking and the consumption of unhealthy foods and alcohol will be subject to new measures to 'make healthier choices easier', following the publication of a white paper on public health in November. The measures aim to address the growing cost of non-communicable diseases such as lung cancer, coronary heart disease and diabetes. Recommendations include:
- banning smoking in all workplaces and enclosed public areas by 2008
- making all pubs and bars serving food smoke free; other pubs to choose whether to allow smoking
- a consultation on use of picture warnings on tobacco products
The paper pressures the food industry to adopt voluntary restrictions on marketing to children, threatening legislative action if too little is achieved by 2007. It also proposes a traffic-light system of labeling to indicate foods high in sugar, salt and fat. On alcohol it proposes working with the Portman Group to cut down binge drinking, and calls on Ofcom to tighten advertising rules to reduce the appeal of alcohol to underage drinkers. Contact Department of Health 020 7210 4850 ( http://www.dh.gov.uk)
Responsible drinking
Coors and Scottish & Newcastle have announced plans to phase in 'responsibility tag lines' on bottles and cans of beer, reminding drinkers not to exceed three to four units a day for men, or two to three for women. The messages will feature on brands including John Smith's, Foster's, Grolsch and Carling. Meanwhile, the Portman Group, an industry group to promote responsible drinking, has launched http://www.drinkaware.co.uk, a website to give consumers improved information about safe levels of alcohol consumption. Diageo, Scottish & Newcastle, Beverage Brands and ASDA are among companies promoting the site. Contact Linda Bain, Scottish and Newcastle 0131 528 2131 ( http://www.scottish-newcastle.com); Jim Minton, Portman Group 020 7907 3717 ( http://www.portman-group.org.uk)
Steps towards health
Walkers, the crisps manufacturer, has launched a £3m marketing campaign to show that it is helping to fight obesity by giving away five million branded pedometers to members of the public, no purchase necessary. Contact PepsiCo 0845 850 5222 ( http://www.pepsico.co.uk)
Stopping the traffic
New cars are to feature a red-orange-green or 'traffic light' labelling system showing the level of pollution they emit under a government scheme to encourage buyers to choose less environmentally damaging models. Labelling is to be based on the existing system whereby excise duties depend on carbon dioxide emissions per kilometre. The scheme is to start in October 2005. Contact Defra 08459 335 577( http://www.defra.gov.uk)
Deeply indebted
Citizens Advice has warned that more Britons than ever are in trouble with consumer debts such as credit cards and unsecured loans. The number of enquiries at Citizens Advice Bureaux across the country increased by 5% during 2003-4 to 706,000. The organisation has called for a legislative overhaul to tighten up on what it calls 'irresponsible lending' by banks and other institutions.
Meanwhile, American Express and Citigroup are to block the use of their credit cards for online gambling. The decision follows a similar move in the United States two years ago, and aims to reduce indebtedness and fraud. Contact Rebecca Shah, Citizens Advice 020 7833 7176; Doug Smith, American Express 020 7976 4418 ( http://www.nacab.org.ukhttp://www.amex.co.uk)
Cause Célèbre
Funds raised for charity through cause related marketing programmes during 2003 have shown an increase of 15% on 2002 figures, according to research from Business in the Community. Reaping the Benefits (2004) finds that over a fifth (22%) of corporate fundraisers now say that CRM is vital to achieving their fundraising objectives, while nearly all (96%) say it is important. The number of charities being proactively approached by businesses to enter into CRM partnerships, however, has declined by 11% since 2002 to 47%. Contact Chris Holmes, BITC 020 7566 8696 ( http://www.bitc.org.uk)
Child safety
British Gas is to launch a child safety campaign on the dangers of burns and scalding in the home, after research found that more than three-fifths of households have no way of regulating the temperature of water coming into baths and sinks. The company is to distribute thousands of free bath thermometers to customers with children and has created a 'safety tips' section on its website. The campaign aims to reduce the risk of household injuries, such as severe scalding from bath water, which currently causes 20 deaths a year. Contact Allan Wood, British Gas 023 8082 4317 ( http://www.house.co.uk)
Diamonds in the rough
Jewellery retailers and the diamond industry are under fire from two human rights groups for failing to live up to promises to root out links between diamonds and armed conflict in Africa. Local activists visited jewellery shops across the UK on behalf of Amnesty International and Global Witness and found that only half of salespeople could give details of a company policy on 'conflict diamonds', while less than a fifth could provide a written copy. A report by the NGOs calls on the jewellery retail sector and trade organisations including the World Diamond Council to improve their implementation of the internationally agreed Kimberley Process. Contact Sarah Green, Amnesty International 020 7814 6238 ( http://www.amnesty.org.uk)
Editorial Comment
Just say no to booze? "Use soft drink spacers to pace yourself," urges the drinkaware site,"a tonic looks just the same as a vodka and tonic. A cola looks the same with or without the rum." Fair enough but they don't taste the same and you won't get smashed as quickly. Responsibility tag lines on beer cans may help companies convince the government they are responsible. But do they really change behaviour? Binge drinking does not happen because young people have seen a Baileys ad. It happens because teenagers think it's big and fun to get dead drunk. The government's strategy includes a chapter 'Alcohol and its harms.' No strategy that ignores alcohol and its charms will work. The danger is government will blame failure on the companies and more regulation will follow. Certainly, put responsible drinking messages on beer mats but also, if you are serious, challenge government on laxer licensing and the 24 hour drinking economy. Above all, we need an understanding of the cultural roots of binge drinking and, firmly built on that understanding, a serious campaign to change young people's attitudes.