Intended for healthcare professionals

Rapid response to:

Analysis

Failure of self regulation of UK alcohol advertising

BMJ 2010; 340 doi: https://doi.org/10.1136/bmj.b5650 (Published 21 January 2010) Cite this as: BMJ 2010;340:b5650

Rapid Response:

Alcohol and advertising: a Hungarian perspective

We read this weeks BMJ analysis article (1) on alcohol and
advertising with great interest. Having recently emigrated to the UK from
Hungary it has been interesting to witness first hand some of the
similarities and differences between alcohol consumption patterns and
advertising methods.

Hungary unfortunately is one of Europes leaders in alcohol related
suicides (2) and aggressive advertising from alcohol companies has always
been a particular concern for Hungarian health professionals.

It is interesting to note that in Hungary different advertising
mediums target different social groups. For example older alcoholics
generally tend to drink cheap poor quality wine - "asztali bor."
Advertising of this beverage to this group is via billboards and boards
outside local pubs. On the other hand advertising towards younger groups
and students is via leaflets and television commercials. Understanding the
precise methods of the advertising industry will be essential in planning
future public health campaigns.

In 2004 Hungary became a member of the European Union and it is hoped
by many that this will start to make a difference especially with regard
to advertising. Planned European Union laws would not allow people under
21 to buy alcohol, taxes on hard liquor and beer would be raised, the
permitted alcohol level of drivers would be lowered, and eventually,
advertising would be forbidden. In addition, the government is planning
further anti-alcohol measures after surveys have shown that Hungary is the
biggest alcohol consumer in the EU, reports Népszabadság (3). However, we
are still waiting for these anti-advertising laws though thankfully some
new EU laws such as zero tolerance for drunk driving are now being
enforced effectively.

The general consensus is that despite increased information about the
detrimental effects of alcohol, that advertising is a big player in
preventing any real shift in alcohol use and Hungary would welcome the
level of debate that is now happening in the UK.

(1) BMJ 2010;340:b5650

(2) BMJ 1995;310:421 (18 February)

(3) Nepszabadsag; A magyarok a fo szeszivok; Viktoria Kun J.;
22/08/2006

Competing interests:
None declared

Competing interests: No competing interests

23 January 2010
Dr Lawrence Isaac Dr Adrienn Domok
Staff Grade Psychiatry, SHO Psychiatry
Royal Glamorgan Hospital, Wales