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Yeah Nah -Health Promotion Campaign.  What are they trying to encourage people to do?

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Yeah Nah -Health Promotion Campaign.  What are they trying to encourage people to do?

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TV journalist Lotta Dann got sober aged 39 with the help of an anonymous blog called 'Mrs. D Is Going Without' that was published as a best-selling memoir. She manages the online community Living Sober and facilitates workshops on addiction.

Comment
Analysis: New Zealand deserves a far more robust framework controlling how this drug, that causes so much harm to so many, is being marketed and sold.
Glamorous, groomed women smiling broadly holding glasses full of bubbly wine. Healthy, trendy millennials laughing freely clutching tumblers full of amber spirits. Swarthy, robust men bonding around BBQs nursing glistening bottles of beer.

Glamorous. Groomed. Healthy. Trendy. Swarthy. Robust. These are the types of people we constantly see portrayed in alcohol advertisements. They're always happy and healthy, they're always social and carefree. Powerful images that send powerful messages: Drink alcohol and you'll be this way too. Drink alcohol and your life will be good. Drink alcohol and you'll have friends. Drink alcohol and your wellbeing will be enhanced.

They're everywhere, these images - in our real world and in our virtual worlds. Throughout our social media, on many websites, on our television screens, in magazines and on billboards outside our schools. Blatantly promoting alcohol as fundamentally being a good thing.
How sufficient is the new Advertising Standards Authority Code to control misleading messaging about alcohol and other dangerous products? Click here to comment.
There is no outward acknowledgment in any of these advertisements of the fact that alcohol is an addictive drug. No clear warnings about the unequivocal scientific proof that alcohol causes cancer. No cautioning that alcohol impacts the central nervous system and shifts brain chemistry, causing words to slur, feet to stumble, thoughts to be muddled, decision-making to be risky, feelings to be disconnected and emotions to be dulled.

No, there's none of that. Just glamorous, groomed, healthy, trendy, swarthy and robust people acting happy, social and carefree.

It's disingenuous, misleading marketing from an industry protecting and enhancing its bottom line. An industry interested not in people's wellbeing, but in selling as much of their product as they can. An industry lying by omission - only portraying their products as having a positive impact, when the negative impacts are well-known, proven and numerous.

Lving Sober's Lotta Dann says there's no outward acknowledgement in adverts that alcohol impacts the central nervous system and shifts brain chemistry, causing words to slur, feet to stumble, thoughts to be muddled, decision-making to be risky, feelings to be disconnected and emotions to be dulled. Photo: Supplied

But who can blame them? Negative impacts don't help to sell products. Being carcinogenic doesn't help to sell products. Causing disconnection and vulnerability doesn't sell products. But glamour, health and happiness sure does.

The problem with this misleading and damaging marketing lies fundamentally with the alcohol industry, but left to their own devices they're never going to change. So the finger must be pointed at the regulatory environment, or lack thereof.

The laws and regulations surrounding the advertising and marketing of alcohol should be water-tight. No lying by omission. No disingenuous promotion. No pretending the product isn't dangerous. No implying the product only ever enhances lives. None of that.

But this isn't what we have. We don't have strong laws and regulations to control alcohol advertising and protect our communities.

Instead we have a brand new Advertising Standards Authority Code that is loose, vague, and worst of all - leaves it to the alcohol and advertising industries to dictate their own terms. A Code that leaves Kiwis constantly exposed to biased advertising and women, particularly, targeted and manipulated by messages claiming only that alcoholic products will enhance their lives (when that is so often not true).

It's just not good enough. New Zealand deserves a far more robust framework controlling how this drug - that causes so much harm to so many - is being marketed and sold.

It's not about denying people the opportunity to buy and consume booze. It's about stopping glamorised and misleading promotion. It's about stopping the saturation of alcohol marketing in our media, and around our communities. So that we can feel safe in a media environment that doesn't hide the truth. From us, or our children.

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Lotta Dann: Glamorous alcohol ads hide ugly truth

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TV journalist Lotta Dann got sober aged 39 with the help of an anonymous blog called 'Mrs. D Is Going Without' that was published as a best-selling memoir. She manages the online community Living Sober and facilitates workshops on addiction.

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Do alcohol ads contribute to New Zealand's problem drinking culture?

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Influence of alcohol advertising on youth

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Corona Beer - Dumping Your Cellphone - 2009 Commercial

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Funny & Sexy - Tui Beer Commercial from New Zealand

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Smirnoff Triple Distilled Vodka TV Commercial Body

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The Best Beer Commercial Ever Made - Carlton Draught

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Say, Yeah Nah - Department of Lost Nights 60sec

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Discourages people from drinking alcohol

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I See - Alcohol and Young People Campaign - Nov 2014 - 45sec advertisement

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Encourages people to drink water instead of beer

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Not Beersies | HPA - Health Promotion Agency

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The latest phase of the alcohol moderation Say Yeah, Nah campaign launched on 2 November 2014 and promotes water as a spoof beer brand. The campaign supports the work that has already been done to provide people with a language to ease up - Say Yeah, Nah - and to discourage pushing alcohol on others - 'They're not saying no to you, they're saying no to the beersies'.

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Friends stop friends driving drunk

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anti-drinking ad from new zealand, quitting alcohol

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Ease up on the drink  - Sam - New Zealand Drinking Commercial

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DrinkWise TVC - Kids Absorb Your Drinking (45sec)

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Encourage people to be responsible will drink and driving

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NZ Anti-Drink Driving Commercial - Legend

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Drug driving