2. 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

3. 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.

4. 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

5. Laws and Regulations National 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.

6. 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.

7. Structure and Importance of Industries Alcohol Beverage Industry Representative 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”.

8. Importance of Industry Alcohol Advertising Industry Alcohol “Salty Food” “Sweet” Food Non-alcohol beverages u$s106mi 24 71 68 Importance of each media: BeerOthers 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%

9. Examples of alcohol ads Whiskies and wines – sophistication and quality, progression and success (ex. Johnny Walker).

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

17. Examples of alcohol ads “Ice” products- mixture of liquor and soda (ex.: “Smirnoff-ice, Bacardi breeze, Pitú-cola). especifically targeting young people

18. Social Responsability GuinessUDV – training young bartenders Pamphlets No systematic project by beer industry

19. 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

20. THANKS! WHO CONAR ACNielsen Advertising Agencies All interviewees