Yesterday, the advertising standards authority of Ireland (ASAI) ruled the Conor Mc Gregor Budweiser ad should be banned. Talk about closing the stable door after the horse has bolted.
The Conor Mc Gregor Budweiser ad should never have aired
We went through the 6 reasons why the ad should be banned in detail in this post. These range from the younger children are when they are exposed to alcohol marketing, the more likely they are to drink at a younger age, to linking drinking to success. The major reason is Conor Mc Gregor is a role model for young people. Even though he does not consume alcohol in the ad, the message in the ad is clear. It links consumption of Budweiser to achieving your big dreams like Conor has. The ASAI have banned the ad on the grounds that Conor is a role model to young people.
Voluntary regulation does not work
What this ad campaign shows is that voluntary regulation of alcohol advertisements does not work. I understand the marketing people had submitted the ad for pre-clearance to the industry watch dog known as Copy Clear. This industry agency stated the ad complied with the voluntary code. Perhaps they would like to explain how they found the campaign was ok, when another non alcohol industry agency found otherwise?
The Mc Gregor Budweiser ad was very successful
After the campaign’s competition entry date has passed, the ad has now been banned. It appeared on most main TV channels, billboards and social media. It featured on leading websites such as joe.ie and she.ie. Interestingly Joe.ie is leading a terrific campaign to improve our mental health. The links between alcohol misuse and mental health problems is well proven at this stage. Obviously though not widely understood.
The ad was however banned by RTE which in turn attracted even more publicity. Most people felt RTE were wrong to ban the ad. Commentary ranged from “nanny state” to “hysterical” to “dreaming big banned in Ireland”. The reaction shows how far we have to go in understanding both the role alcohol marketing has in driving higher alcohol consumption and accepting we have a problem with alcohol. Alcohol Action Ireland have done some great work here, explaining how alcohol marketing works.
Another generation of young people groomed to become drinkers.
In the 1960’s we drank a lot less. Just under 5 litres per person compared to the nearly 11 litres we drink now. While changing lifestyles is part of this, alcohol marketing is a big driver. One study of Irish primary school children asked what it means to be Irish. The vast majority of them replied drink was an essential part of being Irish. Why is being Irish now associated with drinking? We need to change this dangerous belief and reducing children’s exposure to marketing will help.
Support the alcohol public health bill which will reduce alcohol marketing
We’re not anti alcohol. We drink ourselves. We just want to reduce the harm alcohol is doing to Irish society. The human misery – the €3 billion in cost terms every single year. The research evidence shows regulating alcohol marketing is part of the solution.
The proposed alcohol public health bill has already been watered down as a direct result of lobbying. It is not a high government priority. If you’d like to tell your TD’s you support the bill, please click here.
Finally, If you’re interesting in top tips to reduce alcohol hangovers you might find this blog post or free mini course useful
