Tobacco Advertising Is Illegal but Alcohol Is Not

COMM 3P14 Media Industries Tobacco advert is Illegal, simply denote for inebriantic beverage is non, Is This Hypocritical? Rebecca Stewart 4574927 Russell Johnston Seminar 3 November 11, 2012 Advertisements ar a merry part of any companys marketing st respectgy, and argon utilize to inform or persuade an audience nigh a true ingathering or service. In f dally, North Ameri mickle companies atomic number 18 among the pieces highest tugrs (Bo unmatchable et al. , 2010, 502). Today, an average fillr is exposed to hundreds of adverts every day.It is when these companies get to promote a risk of sceneous product that restrictions must be, and have been put in place. For several(prenominal) years, Canadas regulations on baccy advertisements have become stricter, while inebriant advertisements are still permitted across multiple mediums. This leads nonpareil to question the divergency between the two magnetic cores, and if this nonion is in fact insincere. The s takeholders identified in this opus are the viewers and listeners of the advertisements, specifically the spring chicken audience.The principles involved with intoxicantic beverageic beverage promotion are examined with a lens that incorporates the views of Horkheimer and Adornos perspective on generalize. Along with a brief history of tobacco plant announce regulations, this paper lead discuss the ethical issues involved in alcoholic drinkic beverage advertising, and severalize to support that alcoholic products are no less of a danger than tobacco, and should have the aforesaid(prenominal) advertising restrictions. There is too evidence to apprize that the majority of Canadians are in favour of tighter restrictions on alcohol advertising.The reliable hypocritical state of allowing alcohol to be advertised, that removing all tobacco related marketing is further discussed in detail. Literature Review non only is advertising illegal for tobacco companies, retailers ar e now oblige to remove these products from sight. Cigarette companies are also no longer permitted to enounce their product as light or mild on the parcel (Pollay, 2004, 80). The first Canadian legislation successfully passed in favour of advertising regulations was the Tobacco Act of 1997 (Pollay, 2004, 80). wellness Canada created provisions in this act such as, tobacco products must not be promoted, and all manufacturers must share development about the products emissions and wellness hazards arising from use of the product on the packaging (Health Canada, 2011). The intent of this act was to protect issue people and others from universe encouraged to try tobacco related products without being informed of the dangers to their health (Polley, 2004, 81). The belief was that tobacco ads were aimed at newborn smokers, and that companies were trying to suck new people towards their brand.This idea is plausible because in order to maintain a strong business over a long per iod of clip, new users must be targeted. Further, thither is evidence supporting the fact that period smokers are not possible to be converted to some other brand, reservation spring chicken targeted advertisements more likely (Polley, 2004, 83). There was pressure to strengthen the advertising restrictions after countless health risks and deaths were attributed to grass. Smoking has been estimated to result in around 45,000 deaths annually and is a major cause of respiratory disease, cancer and circulative disease (Sen, 2009, 189).A study conducted by the American Journal of Public Health looked at 481 randomly selected tobacco retailers after the product display prohibition era to understand the changes that resulted in tobacco promotion (Cohen et al. , 2011, 1879). Their study revealed that this ban successfully limited the exposure of tobacco products, and demonstrated the importance of a free ban on retail tobacco displays (Cohen et al. , 2011, 1880). Clearly, limiti ng advertising exposure to hazardous products such as cigarettes truly limits consumer exposure, and thus promotes the idea of a healthy public.Since these ad regulations have proved to be a success, it would likely have a very similar effect when applied to alcohol. moral philosophy is an essential consideration in the world of advertising. Marketers should make responsible decisions, and not just focus on generating profits, because it is legal. Ads should pass over audiences not just as consumers who care about material interests but as citizens who care about neighborly virtues and the public good (Hove, 2009, 35). The idea of advertising alcoholic beverages is unethical.While there are mild restrictions in Canada regarding alcohol promotions, there is a engage for more. Some provinces run ads that promote responsible intoxication, or the dangers of drinking and whimsical in an attempt to shed light on alcohol poke fun (Bo sensation, 2010, 525). However, these attempts do not cancel out the multitude of beer and liquor advertisements in todays media. Some alcohol advertisements include the ideology that drinking a certain brand of beer will influence their social class, or improve their quality of life in some track. This is extremely controversial.An hold from the South African Journal of Psychology notes, there are no laws against alcohol advertisements however, responsible corporate and professional action, would pr thus fart the use of these advertisements from a social and moral standpoint (Dubihela & Dubihela, 2011, 209). Clearly, an ethical dilemma is present. The Canadian Radio-television and Telecommunications Commission is one organization that has viewed alcohol advertisements critically. Since 1968 they have required broadcasters to announce the number of alcohol related messages broadcasted annually (CRTC, 2011).The messages also must adhere to their Code for disperse of soaker Beverages (CRTC, 2011). This encrypt includes provisi ons to ensure promotions for alcoholic beverages do not encourage non-drinkers or youth people to drink or bargain for alcohol, imply a certain brand is superior because of a higher(prenominal) alcohol percentage, and that consumption of alcohol enhances enjoyment of an activity (CRTC 2011). These regulations are farthermost more lenient compared to the restrictions on tobacco advertising.Advertising Standards Canada has now gained responsibility to review article advertisements concerning alcohol to ensure they are in accordance with the CRTCs code (Darling, 1996). Moreover, alcohol is just as risky to society as tobacco. Statistics Canada shows that alcohol use by drivers was a factor in nearly 30% of motor vehicle related deaths from 2003-2005 (Statistics Canada, 2011). Also, deaths from other alcohol related disorders such as cirrhosis of the liver accounted for over 1400 deaths in 2003 (Statistics Canada, 2009).The most germane(predicate) stakeholders in this issue, yout hful people, are severely affected by alcohol use in Canada. In 2011, 13. 2% of Canadian youth ages 12 to 19 fell under the slow drinker category, that is, consuming 5 or more drinks on one occasion at least(prenominal) once a month (Statistics Canada, 2011). Similarly, the rate of persons accused of impaired driving force offences was highest among young adults between the ages of 19 and 24 (Statistics Canada, 2011). Additionally, 28. 8% of Canadian students admitted to being driven by someone who was legally impaired (Statistics Canada, 2011). some(prenominal) Canadians support the public opinion that seeks to enforce stricter regulations when it comes to alcohol products. A study from the Drug and Alcohol Review Journal reports that 50. 1% of Canadians agree with prohibiting alcohol advertising (Macdonald et al. , 2011, 653). Similarly, 47. 4% thought the current legal drinking age of nineteen should be increased, and 40. 1% commitd taxes on alcoholic beverages should be rais ed (Macdonald et al. , 2011, 653). These kinds of changes would make alcohol less available or attractive to young adults.The CRTCs report that outlines the framework for their advertising regulations states, parties argued that excessive alcohol consumption is as dangerous as smoking and, therefore, should be treated in the same way the consumer should be warned of the dangers associated with abusive consumption (Darling, 1996). Clearly, encouraging the sale of any product that can cause this kind of harm is morally irresponsible. Evidently, many Canadians believe alcohol is a dangerous substance that should not be substantially accessible to young people. Establish an Interpretive ContextThis research is used to usher whether or not a diverge exists. The death and disease rate caused by both(prenominal) alcohol and tobacco is examined to prove that hypocrisy is present. denigrating cause caused by the use of alcohol and tobacco is compared to uncover wherefore this imbalanc e of advertising restriction is unjust. This is not to say that tobacco products should be reintroduced, but that both substances should be eliminated from media advertising altogether. Furthermore, the views of actual Canadians are considered because this fosters a public sphere and forms a widespread opinion on the issue.Also taken into account is the amount of time spent with media by Canadians and specifically young people. Statistics that outline hours spent watching television and surfing the web will be considered. The best outcome for this situation is to restrict alcohol advertisements found on the same grounds outlined in the Tobacco Act. intervention After reviewing the available data, it is clear an unjust bias exists. The position of this word of honor remains that alcohol should be eliminated from advertising for the same undercoats tobacco is.Tobacco has been qualified from advertising based on major health concerns, and in an attempt to deter youth from smoking. These same properties are present, and blush heightened, with alcohol. Some parties, including governing representatives, stated that anyone involved with the sale of alcoholic beverages should have the opportunity to advertise their products (Darling, 1996). Since evidence categorizes both alcohol and tobacco as dangerous substances, both should be treated the same way with regards to advertising.Alcohol has proven to be even more dangerous than tobacco in some cases. The immediate effects are particularly alarming. Consumption of alcohol can alter ones state of mind, causing negative health effects, accidents and addiction in some cases. The Canadian Public Health Association reports, drinking to a fault much alcohol in a short period of time can lead to poor judgment, impulsive behaviour and alcohol tipsiness (CPHA, 2008). Alcohol poisoning can contribute to long-term health problems and even death. Also of concern are the permanent consequences of long term drinking.Serious conditions such as, brain damage, certain cancers, cirrhosis of the liver, and sexual problems are attributed to alcohol call out (CPHA, 2008). In addition to life threatening illnesses, withdrawal symptoms can also occur when heavy drinkers suddenly stop consuming alcohol. These symptoms include but are not limited to insomnia, sweating, tremors, and convulsions (CPHA, 2008). Clearly the additive properties of alcohol are similar to tobacco, and should therefore be handled the same way in advertisement laws. Problems with mental health can also be found with alcohol abuse.According to the Canadian Community Health Survey, fifteen percent of people who were addicted have experienced major depressive episodes (Tjekpema, 2004). Also, women who consume alcohol while meaning(a) are of grave concern. Regular alcohol intake during pregnancy can lead to miscarriages, low birth weight, and genital malformations in boys (Damgaard et al. , 2007, 272). Children born to women who consume alc ohol during pregnancy may exhibit a range of abnormalities and developmental deficits that together are termed fetal alcohol spectrum disorders (Kobor & Weinberg, 2011, 29).These preventable defects are another reason why alcohol should be considered as dangerous as tobacco. Overall, the negative statistics for alcohol are no less alarming than they are for tobacco. In 2011, 10. 1% of 15 to 17 year olds considered themselves smokers (Statistics Canada 2011). This is substantially pooh-pooh than the 13. 2% of Canadian youth who fall under the category of heavy drinkers, not to mention the 30% of motor vehicle accidents that are alcohol related. These contrasting statistics speak for themselves, and prove the hypocritical nature of only criminalize tobacco advertising.Alcohol brands use effective marketing strategies that specifically r to each one a youth audience, the main stakeholder in this issue. Since the young market is attractive to advertisers, their ads oftentimes catch t he eye of people aged 15 to 34 (Novak, 2004). celebrity endorsements are one way marketers attempt to sell their product to young people. Dan Aykroyd, Zak Galifianakis, and Will Ferrell are just a few celebrities who have endorsed public alcohol brands (Novak, 2004).These people are relevant to Canadian youth, and they may be inclined to purchase the same brand of alcohol as one of their favourite celebrities. Moreover, 20. 1% of males and females ages 18 to 22 claimed to watch 15 or more hours of television per week (Statistics Canada, 2007). This is a large portion of young people who are subject to the dozens of alcohol advertisements broadcast each day. Alcohol advertisements are not limited to radio and television broadcasting. Many brands are turning to the Internet and social media to promote their products. This is problematic.According to a 2009 come off by Statistics Canada, 82. 9% of Canadians ages 34 and younger claimed to use the Internet at lease once a day, and 86% of these users went online for social media purposes (Statistics Canada, 2009). The government should go across restrictions on encouraging the sale of alcohol to a youth audience. They act as a legitimate spokesperson because they look out for citizens best interests. The reasoning behind banning tobacco advertising cauline from the health hazards and dangers associated with smoking, and the same should be true for alcohol.Some parties argue that there is no scientific evidence cerebrateing advertising to overconsumption or underage drinking. If this is true, then the same can be said for tobacco products. However, polls taken in 2011 show that tobacco use fell rapidly amongst teenagers 15 to 19 years of age, shortly after the ban was placed (Goldfarb, 2011, 209). If these restrictions were applied to alcohol products, similar results could be expected. This issue fits into the realm of communication theory. As Horkheimer and Adorno exalt, the focalisation of society, is incar nate in the subjective purposes of company directors.Production is geared primarily towards profit, not towards the satisfaction of human need or use value (Johnston, lecture, 2012). Advertising executives constantly make decisions based purely on profit rather of taking socialization into consideration. Their ads are intended to increase sales and attract new customers of any age. This is problematic on a youth audience. These theorists proclaim that the audience has no choice in the matter (Johnston, lecture, 2012). If all culture is enmeshed in the capitalist marketplace then all cultural products espouse the ruling ideology (Johnston, lecture, 2012).This ideology is business. The government needs to deputize in this cycle so that ethics and moral responsibility are taken into consideration, just as they were with the tobacco advertisement ban. Conclusion If tobacco advertising was banned because it was considered wrong to encourage a habit that causes such detrimental effects , should not the same be true for alcohol? This bias is hypocritical because the government deemed it necessary to intervene when it came to tobacco advertising, and alcohol should not be overlooked.Smoking and alcohol consumption take away peoples lives at the height of their productivity (Jiloha, 2012, 65). By keeping these activities out of the media, youth can be deterred from engaging in them. In fact, advertising has obscure consequences. Its persuasiveness and lack of information give audiences a false genius of what the product at hand really is (Hove, 2009, 36). Advertising experts should focus their guardianship on directing youth audiences against dangerous habits such as smoking and drinking, instead of encouraging them through advertising.While there is no scientific link connecting advertising to over consumption of alcohol, the decrease in young smokers as previously mentioned after the tobacco retail display ban gives reason to assume the same could be true for al cohol. If tighter restrictions are put in place to limit promotion of these products, it could help discourage Canadians from underage drinking, or over consumption. The current state of applying restrictions only to the tobacco industry is hypocritical when compared to the equally dangerous properties of alcohol. Works Cited Boone, Kurtz, Mackenzie & Snow (2010).Advertising and Public Relations. 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