Danika Hall

How effective is the revised regulatory code for alcohol advertising in Australia

INTRODUCTION AND AIMS Australia, like several other countries, has a self-regulatory approach to advertising. However, in recent years the effectiveness of the regulatory system has been questioned, and there have been increasing public calls for an overhaul of the system. Following a formal review in 2003, the Ministerial Council on Drug Strategy proposed a revised Alcoholic Beverages Advertising Code (ABAC), which came into operation in 2004. DESIGN AND METHODS The purpose of the present study was to examine the effectiveness of this revised system. From May 2004 until March 2005 television and magazine advertising campaigns were monitored for alcohol products. Over this period 14 complaints against alcohol advertisements were lodged with the self-regulatory board, and the authors recruited an independent expert panel to assess the advertisements and complaints. RESULTS In eight of the 14 cases a majority of the judges perceived the advertisement to be in breach of the code, and in no cases did a majority perceive no breach. Conversely, however, none of the complaints were upheld by the Advertising Standards Board (ASB) and only one by the ABAC Panel. DISCUSSION AND CONCLUSIONS The results of this study suggest that the decisions made by the ASB in relation to complaints against alcohol advertisements are not in harmony with the judgement of independent experts, and that the ASB may not be performing an adequate job of representing community standards or protecting the community from offensive or inappropriate advertisements. Further, it appears that the revisions to the ABAC code, and associated processes, have not reduced the problems associated with alcohol advertising in Australia.

Branding of prescription medicines to Australian consumers

Abstract Brand development and brand management is complex in the pharmaceutical sector due to the specific nature of pharmaceutical products and their life-cycles, as well as the regulation of promotional activity. The building of strong brands is becoming increasingly important for the industry, and consideration is being given to developing more expressive or emotional values of brands over traditional functional values and attributes. In Australia, brand-building activity for prescription pharmaceuticals primarily targets the medical profession in an effort to achieve brand recognition, brand preference and brand loyalty and, in turn, increase prescriptions. Despite direct-to-consumer-advertising of prescription pharmaceuticals not being allowed in Australia, there have been cases of unnamed product advertisements and disease awareness campaigns that serve to increase consumer awareness of brands within a category. This paper provides a review of issues influencing brand building in the pharmaceutical sector as well as recent examples of brand-building activities that target Australian consumers.

Australian consumer responses to DTCA and other pharmaceutical company sponsored advertisements

Objective: This study aimed to elicit and compare the responses of Australian consumers towards New Zealand (NZ) direct‐to‐consumer‐advertisements (DTCA) for prescription medicines and matched pharmaceutical company‐sponsored advertisements from Australia.

Consumer perceptions of sponsors of disease awareness advertising

Purpose – In many countries there is emerging concern regarding alliances between the pharmaceutical industry and health non‐profit organizations (NPOs), and the increase of co‐sponsored marketing activities such as disease awareness advertising. The current study aims to explore Australian womens perceptions of disease awareness advertising with differing sponsors, to determine whether their attitudes towards the sponsor and their reported behavioural intentions differ as a function of the perceived sponsor or co‐sponsor.Design/methodology/approach – Older women (aged 50+) were approached by mall‐intercept method in a metropolitan area in New South Wales, Australia. Consenting participants were randomly assigned an advertisement with an NPO sponsor, pharmaceutical company sponsor, or a combination of the two (co‐sponsored). Each participant viewed advertisements for two health conditions (fibromyalgia and osteopenia) with the same sponsor manipulation, and completed a one‐page questionnaire after readin...

Involvement of people with dementia in raising awareness and changing attitudes in a dementia friendly community pilot project

Low levels of public understanding can contribute to the fear, stigma and social exclusion associated with living with dementia. Dementia friendly communities aim to address this by empowering people with dementia and increasing their social inclusion. As a part of a Community Based Participatory Action Research (CBPAR) process, a multicomponent dementia friendly community intervention supported: research; the establishment of a Dementia Advisory Group and Alliance; an awareness campaign and education in community organisations. Educational events were co-designed and co-facilitated by people with dementia and their care partners. To assess project reach and changes in attitudes of community members, two cross sectional surveys were conducted with adults (aged over 18 years) using validated scales. Independent samples t-tests compared responses to the surveys prior to the commencement of the project (2014) and two years later (2016). In 2016, respondents showed increased agreement with the statements: ‘People with dementia participate in a wide variety of activities and interests,’ and, ‘It is easy to find out about dementia friendly services or organisations in Kiama’. Respondents who attended an educational event reported less negative views about how they themselves would feel if they were diagnosed with dementia compared with respondents who did not attend an event. CBPAR appears useful to support the involvement of people with dementia and the engagement of the community to improve awareness of dementia services. The direct involvement of people living with dementia as spokespeople and educators was an effective way to improve positive attitudes and reduce the negative stereotypes associated with living with dementia. Further research is needed to compare different approaches to the creation of dementia friendly communities in different locations, and to establish the extent to which local interventions are useful to complement efforts to raise awareness of dementia at a national level.