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Ms. Judith Glynn and Mr. Richard Lennon
Principal, Strategic Science
Manager of Social Responsibility Research, Manitoba L...
Judith Glynn & Richard Lennon
February 4, 2015 – Vancouver, BC
Introduction
 Context / Background
 Research Challenge/Opportunity
 Methodology
 Results
 Policy Outcome
 Questions
Context / Background
 Reorganization of liquor and gambling operation and
regulation
o Merger of gambling operator (MLC) ...
Research Challenge/Opportunity
 Liquor, lotteries differed in approach to assessing
advertising
o Liquor – according to r...
Methodology
 Review literature for associations between advertising and:
o in problematic consumption
o Known risk factor...
Methodology: Alcohol advertising codes
Canada • Manitoba’s Liquor Control Act
• Canadian Radio-television Telecommunicatio...
Methodology: Gambling advertising codes
Canada • BC’s Gaming Policy and Enforcement Branch’s Advertising and Marketing
Sta...
Stages: Social responsibility themes
1. Develop themes: 27 for alcohol, 25 for gambling
2. Assess codes for presence, brea...
Results
Alcohol - Focus on
underage
consumption
Gambling – focus on at risk and
problem gambler, and underage
• Youth appe...
Example 1: Isleta Casino Ad
Example 1: Isleta Casino Ad
SR Themes: “Appeal to financially vulnerable: Solve financial problems /
Replacement for emplo...
Example 2: Betfair ad
Example 2: Betfair ad
SR Themes: “Underage: Youth appeal; Feature youth underage”
Example 3: Ladbrokes ad
Example 3: Ladbrokes ad
SR Themes:
“Informed
consent: Not
imply influence
of skill to win”
Example 4: Pistorius ad
Example 4: Pistorius ad
SR Themes:
“Irresponsible or
criminal behaviour”
Implications
 Address pure social marketing campaigns by industry
 New theme for Alcohol codes
o solitary consumption
 ...
Policy Outcome
 Minimum regulatory standards – advertising must:
o Be consistent with Canadian Advertising Standards
o In...
Policy Outcome
1. Decision to implement evidence-based standards
2. Additional input on public image / social values eleme...
Advertising assessment scope
 Process ensures standards applied for any advertising
generated by operator, with operator ...
Advertising assessment process
 Each functional area assesses advertising
o Previously, all signed off by Corporate Commu...
Process auditing and evaluation
 Pilot process and review
o Full review to occur several months after implementation
 Se...
Advertising assessment tool
Will this advertising … ?
• No
• Yes / Unsure
If Yes / Unsure, then
situation analysis
required
Next steps
 Employee training March 2015, roll-out April 2015
 Review of process, finalization later in 2015
 Product a...
Questions
Judith Glynn
Principal
Strategic Science
226-821-3167
judith@strategicscience.ca
www.strategicscience.ca
Richard...
To provide session feedback:
• Open New Horizons app
• Select Agenda tile
• Select this session
• Select Take Survey at bo...
Judith Glynn and Richard Lennon: Integration of Responsible Advertising Standards for Gambling and Alcohol
Judith Glynn and Richard Lennon: Integration of Responsible Advertising Standards for Gambling and Alcohol
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Judith Glynn and Richard Lennon: Integration of Responsible Advertising Standards for Gambling and Alcohol
Presented at the New Horizons in Responsible Gambling Conference in Vancouver, February 2-4, 2015

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Judith Glynn and Richard Lennon: Integration of Responsible Advertising Standards for Gambling and Alcohol

  1. 1. Ms. Judith Glynn and Mr. Richard Lennon Principal, Strategic Science Manager of Social Responsibility Research, Manitoba Liquor & Lotteries
  2. 2. Judith Glynn & Richard Lennon February 4, 2015 – Vancouver, BC
  3. 3. Introduction  Context / Background  Research Challenge/Opportunity  Methodology  Results  Policy Outcome  Questions
  4. 4. Context / Background  Reorganization of liquor and gambling operation and regulation o Merger of gambling operator (MLC) with liquor operator (MLCC) to form Manitoba Liquor & Lotteries o Regulatory functions of MLCC merged with gambling regulator (MGCC) to form Liquor and Gaming Authority (LGA) of Manitoba o Announced in 2012; came into effect April 1, 2014
  5. 5. Research Challenge/Opportunity  Liquor, lotteries differed in approach to assessing advertising o Liquor – according to requirements in the Act o Lotteries – through established processes, review by Social Responsibility and Corporate Communications  Need to adopt consistent and comprehensive policies  Opportunity o inform standards through research, review of practices o Compare standards on gambling and liquor
  6. 6. Methodology  Review literature for associations between advertising and: o in problematic consumption o Known risk factors, e.g., imply influence of skill to win, gambling as means of escape, solve financial problems  Analyze advertising codes (national or state/province) for social responsibility (SR) themes: o Jurisdictions with progressive SR practices and socio- cultural similarities o Canada, New Zealand, United Kingdom, & Australia o 8 alcohol & 10 gambling codes
  7. 7. Methodology: Alcohol advertising codes Canada • Manitoba’s Liquor Control Act • Canadian Radio-television Telecommunications Commission’s (CRTC’s) Code for Broadcast Advertising of Alcoholic Beverages • Advertising Standards Canada’s Canadian Code of Advertising Standards Australia • Alcohol Beverages Advertising (and Packaging) Code New Zealand • Code for Advertising and Promotion of Alcohol United Kingdom • Code of Non-Broadcast Advertising, Sales Promotion and Direct Marketing • Code of Broadcast Advertising • Code of Practice on the Naming, Packaging and Promotion of Alcoholic Drinks (Portman Group)
  8. 8. Methodology: Gambling advertising codes Canada • BC’s Gaming Policy and Enforcement Branch’s Advertising and Marketing Standards for the Gambling Industry • Nova Scotia Gaming Corporation’s Code of Advertising Standards • Manitoba Lotteries’ Responsible Gaming Standards • Television Bureau of Canada’s Gambling Advertising Guidelines • Advertising Standards Canada’s Canadian Code of Advertising Standards Australi a • Queensland Responsible Gaming Code of Practice • South Australia State Lotteries’ Advertising Code of Practice New Zealand • Advertising Standards Authority’s Code for Advertising Gaming and Gambling United Kingdom • Code of Non-Broadcast Advertising, Sales Promotion and Direct Marketing • Code of Broadcast Advertising
  9. 9. Stages: Social responsibility themes 1. Develop themes: 27 for alcohol, 25 for gambling 2. Assess codes for presence, breadth, depth of scope and language 3. Identify best language for each theme/code o Measureable and enforceable o Language clarity for regulators and the organizations they regulate 4. Draft integrated code for alcohol and gambling
  10. 10. Results Alcohol - Focus on underage consumption Gambling – focus on at risk and problem gambler, and underage • Youth appeal • Age of models • Placement (time of day and audience composition)  Informed consent  Social pressure  Appeal to financially vulnerable  Cultural stereotyping/ vulnerabilities  Youth  At-risk/problem gamblers  Responsible gambling messaging  Alcohol  Placement  Sponsorship
  11. 11. Example 1: Isleta Casino Ad
  12. 12. Example 1: Isleta Casino Ad SR Themes: “Appeal to financially vulnerable: Solve financial problems / Replacement for employment / way to pay routine expenses”
  13. 13. Example 2: Betfair ad
  14. 14. Example 2: Betfair ad SR Themes: “Underage: Youth appeal; Feature youth underage”
  15. 15. Example 3: Ladbrokes ad
  16. 16. Example 3: Ladbrokes ad SR Themes: “Informed consent: Not imply influence of skill to win”
  17. 17. Example 4: Pistorius ad
  18. 18. Example 4: Pistorius ad SR Themes: “Irresponsible or criminal behaviour”
  19. 19. Implications  Address pure social marketing campaigns by industry  New theme for Alcohol codes o solitary consumption  Gambling – began with 39 themes from literature and across all codes, combined and refined to 25 o First set of themes for gambling o Research needed to test and further refine  Integrated code o Common risk factors o Risk factors specific to alcohol or gambling
  20. 20. Policy Outcome  Minimum regulatory standards – advertising must: o Be consistent with Canadian Advertising Standards o Include a social responsibility message  Decision to hold ourselves to higher standard – why? o Social responsibility goal of minimizing harm o Mitigate potential risks to public image o Crown corporation – expectation to uphold community values, lead by example
  21. 21. Policy Outcome 1. Decision to implement evidence-based standards 2. Additional input on public image / social values elements o Manitoba Women’s Advisory Council regarding depiction of women in advertising 3. Apply standards via advertising assessment process o Ensure standards upheld consistently o Input from other jurisdictions on their assessment processes very helpful – thank you!
  22. 22. Advertising assessment scope  Process ensures standards applied for any advertising generated by operator, with operator logo, or appearing at operator sites  Examples: marketing, casino/event centre promotion, ads/ thematics in Liquor Marts, CSR, SR or community support, eGaming
  23. 23. Advertising assessment process  Each functional area assesses advertising o Previously, all signed off by Corporate Communications o Disseminates standards throughout organization - sense of ownership  Reviewed, approved by authorized manager once ad fully developed  Escalation process to Communications/SR o if concern raised or of lack of clarity about adherence to standard; or o if advertising on television, through previously-unused channel, or if distributed outside corporation’s point of sale  Situation analysis required by manager – what is risk and rationale for proceeding (pre-set questionnaire)
  24. 24. Process auditing and evaluation  Pilot process and review o Full review to occur several months after implementation  Secure, central log/database to track all assessments o Ongoing audit of advertisement, assessments and assessment results o Inter-rater reliability – do assessments differ by individual? o Changes to process and/or training as required  Tracking and re-assessment based on complaints received  Annual reporting to executive level for each department o ads, assessments, escalations and complaints  Process reviewed in full every two years
  25. 25. Advertising assessment tool Will this advertising … ? • No • Yes / Unsure If Yes / Unsure, then situation analysis required
  26. 26. Next steps  Employee training March 2015, roll-out April 2015  Review of process, finalization later in 2015  Product assessment tool to assess and respond to risks related to all new and acquired products o Apply to both alcohol products including shelf talkers and games/game platforms o GAM-GaRD is one example of such a tool o Will be developed in 2015; rolled out in 2015 or 2016
  27. 27. Questions Judith Glynn Principal Strategic Science 226-821-3167 judith@strategicscience.ca www.strategicscience.ca Richard Lennon Manager, Social Responsibility Research Manitoba Liquor & Lotteries 204-957-2500 ext. 2457 richard.lennon@mbll.ca www.mbll.ca Thank you!
  28. 28. To provide session feedback: • Open New Horizons app • Select Agenda tile • Select this session • Select Take Survey at bottom of screen If you are unable to download app, please raise your hand for a paper version

Judith Glynn and Richard Lennon: Integration of Responsible Advertising Standards for Gambling and Alcohol Presented at the New Horizons in Responsible Gambling Conference in Vancouver, February 2-4, 2015

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