City Centre Drinkers Targeted By Pub Ads Campaign

Findings Of MORI Report 5 - Alcohol & Society

MORI survey shows industry's responsibility efforts are being recognised.

A pilot for Britain's first ever advertising campaign designed to reduce binge drinking and drunkenness is launched in Manchester today.

The campaign goes under the slogan If you do do drink, don't do drunk and is being run by the industry-funded sensible drinking campaigners, The Portman Group.

The Group will test public response to radio advertising and posters in dozens of pubs, clubs and student bars in and around Manchester City Centre over the next four weeks. The campaign targets 18 - 24 year olds and aims to get them to think twice about the consequences of getting drunk.

The campaign will roll out nationally in early 2001, following an independent evaluation of the Manchester pilot.

The Portman Group's Director, Jean Coussins, said:

"Many young adults regularly drink to get drunk. They could be storing up long term health problems, but drunkenness also exposes them to immediate personal risks to their dignity, safety and life.

"This pilot campaign will tell us how to communicate a message which is not necessarily seen as welcome by its target audience. "But I am confident that, given time, a popular campaign alongside a more civilised licensing system can help people discover that sensible drinking and having a good time can be part of the same night out."

Ms Coussins also pointed out that drunkenness is bad for business. She commented:

"We are working in partnership with city centre pubs and clubs on this campaign. Customers who are able to come back another time are a much better bet than people who end up in a hospital, police station or morgue. Business and public health and safety both stand to gain from challenging drunkenness in an up-front way like this".

MORI survey

Today's campaign launch co-incides with the publication of a new MORI survey on public attitudes to the alcoholic drinks trade-unions and industry. Three out of five people (59%) in the campaign's target age range of 18- 24 believe the industry is socially responsible, according to the survey. Just under half (46%) of all adults (18 - 65+) agreed with that view. A slim majority (51%) said they believed the industry was trying to improve its image.

The survey also revealed that overall, the British public's attitude towards alcohol advertising and sponsorship is one of indifference, with the predominant response being neither favourable nor unfavourable towards either ads or sponsorship deals.

But a dramatic split was revealed when respondents were asked if they believed advertising and sponsorship has an effect on the amount of alcohol the British public drinks.

Most said they did influence consumption (66% for advertising; 55% for sponsorship), especially that of under 18s. When asked if their own drinking was affected, however, nearly 9 out of 10 (87% for advertising; 88% for sponsorship) said it did not.

The Portman Group, who commissioned the MORI survey, said that although the industry was regarded favourably by over a third of those questioned and was clearly thought of in a significantly different way from the tobacco industry, there were no grounds for complacency. For example, the survey revealed that:

• opinion is divided on licensing laws, with 39% supporting a relaxation in opening hours, and the same proportion opposing it;
• over half (54%) the respondents believe that happy hours lead to excessive drinking;
• a majority (64%) believe the industry is not concerned with the welfare of its customers.

Jean Coussins commented:

"The industry and the licensed trade-unions need to put social responsibility at the top of the agenda. The campaign we have launched in Manchester today is one example of how they can all help to combat alcohol misuse at the same time as doing good business".

Technical details

1. The survey was conducted by MORI, during February and March 2000. A representative sample of 1,511 members of the general public aged 18+ was interviewed in England, Scotland, Wales and Northern Ireland. Interviews were conducted face-to-face, in the home, in 115 randomly selected Enumeration Districts (EDs). Quotas were set for each ED using 1991 Census data to reflect the profile of the area. Data has been weighted by age, sex and work status to match the known national population profile. Further series of questions were placed on the MORI Omnibus looking in more detail at attitudes towards alcohol advertising and sponsorship. MORI conducted face-to-face interviews with a representative quota sample of 2,068 UK adults aged 18+ between 4-8 May 2000 with a further sample of 1,818 UK adults aged 18+ interviewed between 31 August - 6 September 2000.
2. Further details of the findings mentioned above and other data from the Alcoholic Drinks Trade and Industry section are attached to this release.
3. Earlier sections of the MORI report were published as follows: The first section, General Attitudes, was published on 23 June 2000 followed by sections dealing with Alcohol and Young People on 24 July, Crime and Disorder on 21 September and Health and Sensible Drinking on 12 October.
4. The sections of the report published so far are available via The Portman Group's website at www.portman-group.org.uk.
5. Samples of the campaign posters for 'If You Do Do Drink, Don't Do Drunk' are available from The Portman Group.
6. The pilot campaign is being supported by Manchester City Centre Safe, Greater Manchester Police, Manchester City Centre Pubwatch and the National Union of Students at Manchester University and Manchester Metropolitan University.
7. The Portman Group was established in 1989 to promote sensible drinking and help prevent alcohol misuse. Its member companies are Allied Domecq, Bass, Bacardi-Martini, Bulmer, Campbell Distillers Pernod Ricard, Diageo, Interbrew UK, Scottish & Newcastle and Seagram.

Alcohol and Society

Research Study Conducted by MORI for The Portman Group

Part 5: Trade and Industry

November 2000

Summary of the Quantitative Findings Trade and Industry

• The research shows that people find it difficult to define the drinks industry - the most common descriptions being "the brewers" or "pubs and bars".

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• Familiarity with the industry breeds favourability - 55% of those familiar with the industry are favourable towards it, compared with 29% of those who are less familiar. People generally are much more favourably disposed towards the alcohol industry than towards the tobacco industry.
• Whilst it is clear the drinks industry faces a number of challenges in terms of its image (eg. the welfare of the customer, fair pricing, advertising etc), around half do feel the industry is trying to improve its image. Opinion is polarised on how socially responsible the drinks industry is - though again, it is seen to be far more responsible than tobacco companies.
• Opinion is also divided on the relaxing of licensing laws, and the majority feel alcohol advertising does have an effect on the amount the British public drinks. That said, it was clear that when talking about themselves, individuals did not feel advertising or sponsorship has an effect on them.
• Indeed, when probed more deeply, the general attitude of the public towards alcohol advertising and sponsorship appears to be one of indifference, with nearly half feeling neutral about it. Of the remainder, more are likely to be favourable towards it than unfavourable - particularly those who are aware of specific alcohol adverts or sponsorship deals.

Main Findings

Trade and Industry

Perceptions of the Drinks Industry

• The most common description of the drinks industry is "the brewers" (42%), a description more often mentioned by men (47%) than women (36%), and most frequently by frequent drinkers (49%).
• Almost two in five (37%) mention "pubs/bars".
• Three in ten (29%) say they know the drinks industry at least fairly well, 7% say very well.
• Men claim a higher level of familiarity with the drinks industry than women (38% men, 21% women).
• 46% of frequent drinkers say they are familiar compared with just 16% of those who rarely or never drink.
• In terms of social class 32% of DEs say they know almost nothing, compared with 16% of ABs.
• Over a third (36%) are favourable towards the drinks industry, with men more favourable than women (40% v 32%).
• Familiarity certainly breeds favourability (as 30 years of MORI research has tended to show for most industries) - 55% of those familiar are favourable, compared with 29% of those not familiar. Similarly, 46% of frequent drinkers are favourable.
• In comparison with the tobacco industry, public attitudes towards the drinks industry are favourable. Indeed, the tobacco industry is an exception to the rule that familiarity breeds favourability - despite relatively high levels of familiarity (37%), barely one in six (16%) have a favourable impression of tobacco companies, compared to over a third who are positive about the alcohol industry (36%). Almost two in three respondents have an unfavourable impression of the tobacco industry (64%) against just one in four (25%) who feel negative about the alcohol industry.

Social Responsibility

• Nearly half (46%) say the drinks industry is socially responsible.
• The under 25s are most likely to feel the industry is socially responsible (59%).
• Tobacco companies are seen as far less socially responsible than the drinks industry. Just one in four (25%) see the tobacco industry as socially responsible, compared to nearly half who feel this way about the drinks industry (46%).

Attitudes Towards the Drinks Industry

• One in five (18%) agree the drinks industry is concerned for the welfare of their customers, two-thirds (64%) disagree. There is little sub-group variation.
• One in ten (11%) agree the industry is fair in the prices charged, 68% disagree. Men are more likely to disagree than women (72% -v- 63%), as are frequent drinkers (72% disagree). Regionally the Scots are most likely to agree the industry is fair (22%).
• The majority (63%) do, however, agree the industry gives the consumer what they want, 19% disagree.
• The under 25s are most likely to agree (73%), as are the Scots (76%).
• A quarter (23%) agree the industry produces responsible advertising, 46% do not.
• Again the under 25s are most positive (31%).
• A slim majority (51%) agree the industry is trying to improve its image. Those familiar with the industry are more inclined to agree (56%), as are frequent drinkers (55%).

Licensing Laws

• Opinion is divided on licensing laws - 39% support a relaxation in pub closing times, 39% do not.
• Men are significantly more likely to support a relaxation than women (48% -v- 30%), and age is also a factor (53% of under 25s, 28% of over 65s).
• Unsurprisingly, frequent drinkers are also more in favour (54%).
• Regionally, those living in London and the South East are most in favour (47%). However, those in Northern Ireland are most likely to oppose a relaxation (52%).

Happy Hours

• Over half (54%) believe happy hours lead to excessive drinking, 22% strongly hold this opinion.
• Women are more likely to hold this view than men (60% -v- 50%), as are those who rarely or never drink (65% -v- 43% of frequent drinkers.

Advertising

• Two-thirds (66%) think drink advertising has an influence on the amount the British public drinks.

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• The over 65s (57%) and DEs (59%) are least likely to think this.

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• A high proportion (73%) think advertising has an influence on the amount under 18s drink, with little sub-group variation.

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• However, perceptions about the impact of drink advertising change dramatically when people are asked about its effect on their own alcohol consumption. Nearly nine in ten (87%) feel that advertising does not influence their own drinking behaviour, with only 11% feeling that it does - though this rises to 28% among 18-24 year olds.

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• Over two in five (45%) say they would like tighter controls on drink advertising on television, a third are happy with controls as they are. One in five (21%) want a complete ban.

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• Opinion is more divided over controls in the cinema - 32% advocate leaving things as they are, 35% want tighter controls and 26% a ban.

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• The under 25s are most in favour of leaving things as they are (45%).

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• Similar attitudes apply to advertising posters/hoardings - 36% want no change, 36% tighter controls and 25% a ban.

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• Again the under 25s are most likely to want no change (46%), as are frequent drinkers (45%).

Sponsorship

• Over half (55%) feel alcohol sponsorship of sporting events has an influence on the amount the British drink, 42% do not. Again relatively few sub-group differences emerge.

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• Two-thirds (63%) think drinks sponsorship of sporting events has an influence on the amount under 18s drink, while 33% do not.

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• In contrast, again, the vast majority (88%) do not feel that alcohol sponsorship has an influence on their own alcohol consumption, with just 10% feeling that it does. Age is a key factor here as well, with one in four 18-24 year olds saying they feel that they are influenced by drinks sponsorship.

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• Knowledge of the regulatory context in which the alcohol industry operates apparently is fairly widespread. Just over half (54%) say that they are aware of the controls placed on alcohol advertising and sponsorship, while a quarter say they are not aware (27%). As might be expected, ABs are slightly more likely to say they are aware of the controls (60%).

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• Opinion is divided on whether there should be changes on controls of drinks sponsorship of sporting events - 39% say no change, 41% want tighter controls and 17% a complete ban.

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• Men are more likely than women to advocate no change (45% -v- 34%), as are frequent drinkers (49%).

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• Two in five (41%) want no change to controls on sponsorship of other events, 39% want tighter controls and 16% a complete ban.

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• Again men are more likely to want no change (46% -v- 36%), as do frequent drinkers (51%).

Advertising and Sponsorship - A Closer Look

MORI then took a more in-depth look at the British public's view of alcohol advertising and sponsorship to try to understand the factors driving people's positive or negative opinions of it. The overall attitude of the public towards alcohol advertising and sponsorship appears to be one of indifference. However, people are more likely to be favourable than unfavourable towards it - and particularly those who are familiar with specific alcohol adverts or sponsorship deals.

NB - in the following analysis, reference is made to the views of respondents with different levels of awareness of advertising and sponsorship. 'Not aware' is defined as those who could name no instances of advertising/sponsorship, while 'Aware' is defined as those who could name three or more instances.

Sponsorship - A Closer Look

• Overall, nearly half of the public are aware of any sports sponsorship by alcohol companies (47%). However, awareness of specific sponsorship deals appears to be relatively low. While one in six mention football-related sponsorship in general, only 8% mention Carling's sponsorship of the Premiership, while 7% cite Carlsberg's sponsorship of Liverpool. After these top mentions, 7% mention rugby-related sponsorship, with most of these identifying the Tetley's Challenge Series, while 5% are aware of alcohol companies' sponsorship of cricket.
• Awareness of sponsorship is key, as those aware of any sponsorship (particularly specific deals) are much more likely to be positive towards alcohol sponsorship in general. Almost one in three (32%) say they are favourable towards alcohol sponsorship of sport - and among those who are aware of specific instances of alcohol sponsorship this rises to nearly half (44%). 17% are unfavourable. Men are more inclined to be favourable (38%) than women (27%).
• A key reason given for favourable opinions towards alcohol companies sponsoring sports is that it helps the sports industry. Of those who hold a favourable opinion, one in seven say it provides extra money for sport, while 9% say the sports industry in Britain needs the money and one in ten say it has helped events and teams in the past. Others say that it provides essential sports facilities that wouldn't otherwise have been possible.
• One in eight of this group also feel alcohol sponsorship has no influence on people's attitudes, and nearly one in ten feel that it puts the large profits of these companies to some good.
• The most common objection to alcohol sponsorship among those who say they are unfavourable towards it is that it promotes alcohol and drunkenness - especially to the young.
• One in ten of those holding an unfavourable opinion go still further, feeling that it promotes bad behaviour. Also, one in ten feel sport is healthy and therefore does not 'fit' with alcohol and drinks companies.

Advertising - A Closer Look

• Awareness of alcohol advertising is a little higher than of alcohol sponsorship. Nine in ten of the British public are able to name at least one alcohol advert. The Guinness and Budweiser adverts are the most frequently mentioned (by 18% and 17% respectively), with Carling (14%), John Smith's (13%) and Carlsberg (12%) not far behind. For almost all adverts, awareness is generally higher among the young, and among men.
• Most people are neutral towards alcohol advertising, with 54% saying they are 'neither favourable nor unfavourable' towards it. Otherwise, just over a quarter say they are favourable (26%) while 17% are unfavourable. Again, people's awareness of advertising has a major impact on their views - those who are able to name several alcohol adverts over the past year are more likely to be favourable towards alcohol advertising in general (35%) than those who are not (16%).
• The most cited reasons for being favourable towards alcohol advertising are that it makes no difference, and that advertising is not seen to affect behaviour (mentioned by one in ten of those holding a favourable opinion). One in ten also say they drink anyway, and therefore see no reason to be against alcohol advertising. The other main reason is that the public like the advertising - with 7% saying they are humorous, and a further 5% saying the quality is good. Other comments suggest that alcohol companies are not seen in a different light from other companies.

For a copy of the full report, please telephone 020-7907 3700