The British Medical Journal’s editorial is advocating that alcohol advertising should now be treated like tobacco, and by that they mean it should be banned. The proposal is based on Helen Lovejoy’s hysterical cry “won’t somebody please think of the children”. According to the Editorial:
“If protecting children from harm is the hallmark of a civilized society, the United Kingdom is failing the test when it comes to alcohol marketing”.
The editorial continues:
“Although television is still the alcohol marketer’s principal channel of choice, it is rapidly being overtaken by new types of media, especially campaigns that harness social networking sites such as Facebook and twitter. The sector is so ubiquitous and multifaceted that RAND’s analysis [of the marketing of the alcohol industry] was unable to draw any sensible conclusions about relative exposure”.
Ordinarily when a report cannot draw sensible conclusions the logical thing is to reanalyse the data, get more of it, or note it without action. But that isn’t the position of BMJ, which continues:
“Digital media are tearing up the communications rule book. Phenomena like user generated content, view-any-time TV, and passed along video make age based controls on access increasingly meaningless”.
That’s true, and broadly amen because it makes it harder for government to silence free speech. But free speech, commercial or otherwise, is deemed disposable by the BMJ which concludes:
“Our children urgently need protection from alcohol marketing. Voluntary codes and partial measures have all too obviously failed, and marketing through digital media is set to multiply the resulting harm. This week sees the publication of the UK’s first independent alcohol strategy, which calls for a comprehensive suite of measures to combat the public health harms being caused by alcohol. Central to its recommendation is a complete ban on alcohol advertising and sponsorship. The RAND report confirms that such a step is long overdue”.
It’s a fascinating conclusion to draw from a report that only a few paragraphs before stated the report could not draw “sensible conclusions”.
In a liberal society most people accept reasonable laws that differentiate children and adults. It’s vital because children can never be held to the same standards when they lack mature minds. But blanket miss the point.
The claim of the editorial and RAND report is that kids are exposed to content online that they should otherwise not have access to. First, commercial social media providers generally screen advertising for kids under the age of 18. The issue is content that is circulated from peer to peer, and often is not generated by companies. No regulation can stop that, and if it a law could it would be so draconian that it would not be worth having.
Second, while children do need to be protected, they should not be wrapped up in cotton wool. Children need to be engaged in a process of maturing which involves being exposed to life learning, choices and responsibility. Denying them that information earlier in life won’t prepare them for making mature decisions later in life.
Third, this is lazy policy. It’s quite common for the health community to replicate policies used against tobacco on food and alcohol. The assumption is that they worked once, so they will work again, except the objectives are different.
Whether you agree with it or not, the objective of policies to target tobacco was to wipe it out. It is not the same objective as food and alcohol where people are being encouraged to engage in healthier and more moderate consumption. Cultural change needs to be achieved and people have to exercise individual responsibility. As a consequence one-size-fit-all policies are not likely to be effective.