A widely-publicized new study slams the marketing practices of major distillers and brewers, claiming their magazine advertisements target youth: "Young people are overexposed to alcohol advertising, and numerous alcohol advertisers have chosen to place their promotional messages in magazines with disproportionately large youth audiences," declared The Center on Alcohol Marketing and Youth (CAMY), a Georgetown University group that monitors alcohol beverage marketing. CAMY

Forging partnerships—between the alcohol beverage industry, relevant government/non-government entities and public health officials – remains a key ICAP mission, and there was plenty of talk about partnership process at the Dublin meeting. There was comparatively little talk of specific successful partnerships, though a recent ICAP survey listed "effective" industry-government-public health partnerships in a dozen nations. Several participants noted ongoing programs in Quebec, Germany and elsewhere. On the other hand, several speakers cited increasing tension between industry and public health officials and/or governments over alcohol policy matters. In fact, many in these groups simply don’t view partnership as viable. As INSIGHTS noted in June, the American Medical Association, through its "Partner or Foe?" publication, in effect rejected the industry as a viable partner in preventing alcohol problems. Public health advocates view ICAP with suspicion primarily because 11 alcohol beverage companies fund the Center. Note too: A recent ICAP poll of government officials in 48 countries found that fully half reject the notion of the industry as a viable partner in prevention, primarily because they believe that the industry’s commercial interests are simply "at odds" with public health goals. At the ICAP meeting, a representative from WHO commented that dialog between industry and public health groups might be "helpful," but she also insisted "different groups have different roles," as well as "separate and distinct strategies." Finally, the industry itself is rarely united in prevention or other efforts. There are often sharp splits between beverages, between tiers, and even amongst supplier, wholesaler and retailer groups. Recent comments by top executives at AB and Miller critical of distiller efforts to advance equivalence in the US don’t bode well for brewer-distiller efforts here anytime soon.

Do these conflicts make partnership impossible? Not necessarily, according to many of the speakers at the ICAP conference. Several suggested that consensus of all interested parties is not the ultimate goal of partnership, nor is partnership itself. Identifying areas of co-operation to reduce alcohol problems and maximize the benefits of moderate drinking are the goals, according to ICAP’s president Marcus Grant. Management consultant John Luik probed the potential of partnerships between industry and the public health community, and disputed the notion that the differences between the two groups are necessarily "irreconcilable." For example, contrary to the public health charge that the industry is driven solely by commercial interests and will therefore resist any attempts to reduce any sales, Luik noted that the alcohol beverage industry has a strong financial interest in harm reduction, as does any industry that sells a potentially risky product, in order to protect shareholder value and long-term viability. Industry is surely driven by profit, Luik acknowledged, but plenty of industries have continued to profit in the face of consumption declines. (For example, the distilled spirits industry in the US.)

In addition, Luik insisted, there’s a "rich practical and theoretical store of experience about partnerships between seemingly irreconcilable groups." He cited the Metal Environmental Initiative, a partnership of mining companies and environmentalists that accommodates both profitability and environmental protection goals. Luik posited 3 principles around which partnerships may be forged in the alcohol policy arena: 1) recognition by both sides of the benefits of moderate drinking; 2) acceptance that "good public policy" attempts to reduce problematic drinking and enhance moderate drinking; 3) commitment to use the "best science available to determine the root causes of problem drinking and agree to go after them without any predetermined agenda." Given the tensions, past history and ambivalence that surround alcohol beverages, corralling all industry, government and public health "stakeholders" is likely to remain difficult, to say the least. Yet ICAP continues to provide a forum to explore the possibilities of partnership and to identify processes to achieve it. The critical next step, identified by Coors chairman Peter Coors: "move from dialog to actions."

While public health advocates continue to press for Congressional hearings into alcohol beverage advertising in the US, alcohol advertising remains a key global concern as well. That was clear at the recent meeting of the International Center for Alcohol Policies (ICAP) titled "Alcohol, Ethics & Society." (ICAP is a non-profit group funded by 11 international alcohol beverage companies that aims to build alcohol policy partnerships between industry, government, non-government organizations and public health officials.) At the meeting, a representative of the World Health Organization (WHO) and a public health researcher/ policy analyst from Australia leveled familiar criticisms of industry advertising and other marketing efforts, primarily that ads 1) are targeted at youth, 2) promote excessive consumption and/or 3) demean women. The WHO representative, scientist Leanne Riley, promised that WHO will "increase attention and focus" on alcohol advertising, and will assist countries in "adopting regulatory and legislative measures that ensure that young people are not exposed to the promotional messages on alcohol." Note: WHO considers individuals up to age 25 to be "youth." Australian researcher/analyst Ann Roche expanded the scope of marketing concerns (from the public health perspective) to include portrayals in film/television, producers