Diageo's 'Stop Out of Control Drinking' Campaign in Ireland: An Analysis

Abstract

BackgroundIt has been argued that the alcohol industry uses corporate social responsibility activities to influence policy and undermine public health, and that every opportunity should be taken to scrutinise such activities. This study analyses a controversial Diageo-funded ‘responsible drinking’ campaign (“Stop out of Control Drinking”, or SOOCD) in Ireland. The study aims to identify how the campaign and its advisory board members frame and define (i) alcohol-related harms, and their causes, and (ii) possible solutions.MethodsDocumentary analysis of SOOCD campaign material. This includes newspaper articles (n = 9), media interviews (n = 11), Facebook posts (n = 92), and Tweets (n = 340) produced by the campaign and by board members. All material was coded inductively, and a thematic analysis undertaken, with codes aggregated into sub-themes.ResultsThe SOOCD campaign utilises vague or self-defined concepts of ‘out of control’ and ‘moderate’ drinking, tending to present alcohol problems as behavioural rather than health issues. These are also unquantified with respect to actual drinking levels. It emphasises alcohol-related antisocial behaviour among young people, particularly young women. In discussing solutions to alcohol-related problems, it focuses on public opinion rather than on scientific evidence, and on educational approaches and information provision, misrepresenting these as effective. “Moderate drinking” is presented as a behavioural issue (“negative drinking behaviours”), rather than as a health issue.ConclusionsThe ‘Stop Out of Control Drinking’ campaign frames alcohol problems and solutions in ways unfavourable to public health, and closely reflects other Diageo Corporate Social Responsibility (CSR) activity, as well as alcohol and tobacco industry strategies more generally. This framing, and in particular the framing of alcohol harms as a behavioural issue, with the implication that consumption should be guided only by self-defined limits, may not have been recognised by all board members. It suggests a need for awareness-raising efforts among the public, third sector and policymakers about alcohol industry strategies.

Community Alcohol Partnerships with the alcohol industry: what is their purpose and are they effective in reducing alcohol harms?

“…[28][29][30][31] This interpretation of CAP activities is also consistent with the conclusion of that 'companies in the tobacco and alcohol industries use corporate social responsibility (CSR) activities to hone their reputations, which in turn helps them to access and influence policy makers.' 32 The recent findings of an analysis of Diageo's 'Stop Out of Control Drinking' campaign in Ireland also found that, like CAPs, it emphasizes the visible behavioural consequences of alcohol consumption, rather than the effects of alcohol on health, suggesting that its main purpose is industry reputation management.…”

“…32 The recent findings of an analysis of Diageo's 'Stop Out of Control Drinking' campaign in Ireland also found that, like CAPs, it emphasizes the visible behavioural consequences of alcohol consumption, rather than the effects of alcohol on health, suggesting that its main purpose is industry reputation management. 28 More broadly, CAPs fit within Savell et al's analysis of AI preferred 'strategies and tactics' which it uses to influence policy and undermine regulation. Among these are a focus on individual responsibility, and on the (mis)behaviour of a small minority; the omission of 'health' from discussions; and misrepresentation of the evidence base.…”

“…It has been shown that the AI prefers to support local interventions focused on binge drinkers and young people; its activities focus on antisocial behaviour in the minority, rather than on alcohol consumption in the wider population; and it recommends educational interventions targeted at individuals and in defined local areas rather than (and frequently in opposition to) population-level interventions. 26,28 These industry preferences are also reflected in the CAPs' activities. In this context, the CAPs' aims, audiences and activities which we have documented may reflect a wider industry strategy which is closely focused on underage drinking, rather than on the health of either local communities or the wider population.…”

Individual differences in attentional processing of responsible drinking statements in alcohol packaging, public health campaigns and alcohol advertising among alcohol consumers

“…Industry involvement may also be problematic in situations where the public are not aware that the public health campaign is industry sponsored. For example, Petticrew et al (2016) investigated to what extent Diageo was involved in the development of a current public health campaign to stop 'out of control drinking' in Ireland (which was funded by Diageo). Their findings showed that Diageo appeared to be involved in the framing of the problem of 'out of control drinking' and the solutions, which informed the content of the campaign.…”

“…Additionally, participants rarely reported a perceived need to alter their own drinking behaviour. The findings of Petticrew et al, (2016) and Pettigrew, Biagioni, et al (2016) suggest that there might be conflicts of interest involved in industry-sponsored public health campaigns that could affect how effective these campaigns are.…”