DrinkWise: A wise partner choice?
Not too long ago a global survey named Australia the ‘drunkest country in the world.’ Meanwhile, studies are increasingly emphasising that there is no ‘healthy’ or ‘safe’ level of drinking. In today’s post, VicHealth (@VicHealth) Postdoctoral Fellow Florentine Martino (@FP_Martino) of Deakin University (@IHT_Deakin) discusses how the Australian alcohol industry influences health policy through its registered charity DrinkWise.
Who exactly is DrinkWise?
Australian health experts…? Photo by Chris F: https://www.pexels.com/photo/assorted-wine-bottles-1283219/
In Australia a dominant voice in the health promotion space is, surprisingly, the alcohol industry itself. We have all heard, and most likely integrated, messages of responsible drinking, individual choice, laying blame on parents for underage drinking, and might also agree with the sentiment that ‘you can go out drinking, but just don’t behave like a dickhead’. These messages are carefully crafted and promoted by DrinkWise. Most people are, however, unaware that this body is a registered charity funded by the all the major Australian alcohol producers and retailers. This type of public health messaging is quite common globally and pushed by the International Alliance for Responsible Drinking (IARD), set up by the world’s largest beer, wine, and spirits producers.
Investigating DrinkWise’s campaigns history, consistent patterns emerge. These campaigns frequently target parents, offering insights into issues like underage drinking and Fetal Alcohol Spectrum Disorder (FASD). Moreover, DrinkWise strategically tailors their campaigns to target specific age groups with moderation messages, for example while watching or playing sports, while going out as a young adult, and even when visiting wineries. Notably, DrinkWise has also developed educational resources aimed at children and Indigenous communities, utilizing inspirational stories from sports heroes to address alcohol-related challenges. On the surface, this appears commendable and necessary, aligning with the need for individual information and public health messaging. Yet a crucial question arises: how likely is it that these campaigns effectively curtail alcohol consumption and its associated harms, when they're devised by the very companies that profit from alcohol sales and wield multimillion-dollar marketing campaigns?
This scepticism is shared by the public health research and advocacy communities. These campaigns, it appears, are ineffective in reducing alcohol related harm and consumption. Unsurprising, perhaps, given that the evidence-based solutions, such as restricting marketing and reducing the number of licenced venues, are blocked by the same industry through lobbying and donations efforts. This begs another question: why are producers and retailers of these harm causing products in the business of public health messaging?
An open door for policy influence
The answer is quite simple: PR through corporate social responsibility initiatives. A positive reputation among the public and policy makers/politicians opens the doors to regulators, while the public health promotion initiatives send the message that the issue is being effectively managed. On the other hand, a tarnished reputation becomes a barrier to access. Consider, for instance, the tobacco industry's trajectory: once a substantial government donor and powerful lobbying group, enabling the promotion and sales of their deadly products. Yet, since its reputation plummeted, many governments were now prohibited from having formal ties with them. This meant an end to self-regulation of marketing and the imposition of evidence-based and effective measures such as a ban on marketing, restrictions on sales, introduction of plain packaging, and increased taxes. A nightmare scenario for the companies and their shareholders, however a big win for the health of individuals!
The alcohol industry has learned from Big Tobacco’s successes and failures, and successfully applied strategies to maintain a positive reputation. In this endeavour, DrinkWise emerges as a pivotal instrument. Since its inception in 2005, DrinkWise has expanded its web of partnerships with notable individuals and organisations to bolster their campaigns. A prime example is the celebrity doctor Andrew Rochford, who has served as DrinkWise's ambassador for the past decade. His endorsement accentuates the industry's narrative, one that underscores individual responsibility for moderating alcohol consumption in ourselves and loved ones—an outlook often echoed by medical practitioners. However, a noteworthy concern arises: this perspective can inadvertently evoke feelings of personal shame and inadequacy, and society starts to point fingers at the individual, not the industry that produces these harmful products and promotes them heavily with multimillion-dollar campaigns.
An unreliable partner in alcohol harm reduction efforts
DrinkWise's strategic partnerships extend to sports figures, who feature prominently in their educational videos disseminated not only online but also in schools and Indigenous communities. Esteemed professional sports organizations like the AFL, NRL, and Cricket Australia have also united with DrinkWise, prolifically displaying the ambiguous message to "Always Respect, Always DrinkWise," and featuring "DrinkWise tries of the week." Even law enforcement agencies, health departments, and city councils have been lured into collaboration with DrinkWise, championing messages that do not help to reduce intake and thus the harm that is caused by excessive alcohol intake. Rather it bolsters DrinkWise’s reputation and the alcohol industry’s power to persuade the government to do…nothing.
Similar to the general public, organizations and individuals might remain unaware of DrinkWise's role as a front group for the Australian alcohol industry. It becomes paramount to raise their awareness and deter these genuinely well-intentioned entities from associating with DrinkWise. Instead, their collaboration should be redirected towards independent organizations that prioritize evidence-based public health messaging and advocate for impactful reforms to curtail alcohol consumption. Prominent examples include VicHealth, the Foundation for Alcohol Research and Education (FARE) and the Alcohol and Drug Foundation (ADF). Aligning with these alternatives would be far more suitable. Dissolving partnerships with DrinkWise could serve as a powerful statement to the government, signalling the public's resistance to the alcohol industry's efforts to shape our public health policies.
Dr Florentine Martino currently holds a VicHealth Postdoctoral Research Fellowship. Her research is integral to understanding and tracking the impacts of the Commercial Determinants of Health. Her views may not reflect the position of VicHealth.
Posted by @SusanMaury