Alkoholiteollisuuden strategiat alkoholijuomien mainosrajoitusten vastustamiseksi

Juha-Pekka Lauronen, Siiri Mäkelä, Pekka Salminen, Heikki Tuomas Hiilamo

Research output: Contribution to journalArticleScientificpeer-review

Abstract

Since joining the European Union, the Finnish alcohol regulation has been less strict and the transnational alcohol industry has been more active to interfere in the Finnish alcohol policy. The designing of Finnish alcohol policy indicates the attribute of balancing the EU’s harmonization policy and national health. From 2007 to 2011, the government was preparing to tighten the advertisement regulation and continued the work with a new task force in 2011 – 2015. During the negotiation and legislation process, the alcohol industry intensively lobbied the policy makers and influenced public opinion. The public debate heated up in 2012, when the Minister of Health and Public Affairs proposed an act on restricting the regulation of image advertising. However, the ban on outdoor advertising was accepted and enacted in the beginning of 2015. This study investigates the strategies of the Finnish alcohol industry during the legislation on alcohol advertising restrictions. The data includes 12 interviews of representatives of alcohol industry, health authorities and policy experts. In addition, we collected textual data containing newspaper articles, campaign material and policy documents. The data is analyzed with theory-driven content analysis method by employing a framework of the strategies applied by alcohol industry. The results point out two significant lobbying strategies in Finland: information and constituency building. The information lobbying emphasizes direct influencing on decision-makers by interest groups and revolving door tactic, and constituency building forming alliances. The brewing industry acts as the most aggressive and wide-ranging in its lobbying style. The alcohol industry endeavors on creating strong alliances and common agendas with its stakeholders, especially with advertisement agencies, where the collaboration is based on mutual interests. The transnational alcohol corporations seek collaboration with Finnish lobby groups which have adopted similar tactics practiced also by the tobacco industry.
Original languageFinnish
JournalYhteiskuntapolitiikka
Volume82
Issue number2
Pages (from-to)141-152
Number of pages12
ISSN1455-6901
Publication statusPublished - 21 Apr 2017
MoE publication typeA1 Journal article-refereed

Fields of Science

  • 5142 Social policy

Cite this

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title = "Alkoholiteollisuuden strategiat alkoholijuomien mainosrajoitusten vastustamiseksi",
abstract = "Since joining the European Union, the Finnish alcohol regulation has been less strict and the transnational alcohol industry has been more active to interfere in the Finnish alcohol policy. The designing of Finnish alcohol policy indicates the attribute of balancing the EU’s harmonization policy and national health. From 2007 to 2011, the government was preparing to tighten the advertisement regulation and continued the work with a new task force in 2011 – 2015. During the negotiation and legislation process, the alcohol industry intensively lobbied the policy makers and influenced public opinion. The public debate heated up in 2012, when the Minister of Health and Public Affairs proposed an act on restricting the regulation of image advertising. However, the ban on outdoor advertising was accepted and enacted in the beginning of 2015. This study investigates the strategies of the Finnish alcohol industry during the legislation on alcohol advertising restrictions. The data includes 12 interviews of representatives of alcohol industry, health authorities and policy experts. In addition, we collected textual data containing newspaper articles, campaign material and policy documents. The data is analyzed with theory-driven content analysis method by employing a framework of the strategies applied by alcohol industry. The results point out two significant lobbying strategies in Finland: information and constituency building. The information lobbying emphasizes direct influencing on decision-makers by interest groups and revolving door tactic, and constituency building forming alliances. The brewing industry acts as the most aggressive and wide-ranging in its lobbying style. The alcohol industry endeavors on creating strong alliances and common agendas with its stakeholders, especially with advertisement agencies, where the collaboration is based on mutual interests. The transnational alcohol corporations seek collaboration with Finnish lobby groups which have adopted similar tactics practiced also by the tobacco industry.",
keywords = "5142 Sosiaali- ja yhteiskuntapolitiikka, alcohol industry, advertising, image advertising, lobbying, interest groups, Alcohol policy",
author = "Juha-Pekka Lauronen and Siiri M{\"a}kel{\"a} and Pekka Salminen and Hiilamo, {Heikki Tuomas}",
year = "2017",
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Alkoholiteollisuuden strategiat alkoholijuomien mainosrajoitusten vastustamiseksi. / Lauronen, Juha-Pekka; Mäkelä, Siiri; Salminen, Pekka; Hiilamo, Heikki Tuomas.

In: Yhteiskuntapolitiikka, Vol. 82, No. 2, 21.04.2017, p. 141-152.

Research output: Contribution to journalArticleScientificpeer-review

TY - JOUR

T1 - Alkoholiteollisuuden strategiat alkoholijuomien mainosrajoitusten vastustamiseksi

AU - Lauronen, Juha-Pekka

AU - Mäkelä, Siiri

AU - Salminen, Pekka

AU - Hiilamo, Heikki Tuomas

PY - 2017/4/21

Y1 - 2017/4/21

N2 - Since joining the European Union, the Finnish alcohol regulation has been less strict and the transnational alcohol industry has been more active to interfere in the Finnish alcohol policy. The designing of Finnish alcohol policy indicates the attribute of balancing the EU’s harmonization policy and national health. From 2007 to 2011, the government was preparing to tighten the advertisement regulation and continued the work with a new task force in 2011 – 2015. During the negotiation and legislation process, the alcohol industry intensively lobbied the policy makers and influenced public opinion. The public debate heated up in 2012, when the Minister of Health and Public Affairs proposed an act on restricting the regulation of image advertising. However, the ban on outdoor advertising was accepted and enacted in the beginning of 2015. This study investigates the strategies of the Finnish alcohol industry during the legislation on alcohol advertising restrictions. The data includes 12 interviews of representatives of alcohol industry, health authorities and policy experts. In addition, we collected textual data containing newspaper articles, campaign material and policy documents. The data is analyzed with theory-driven content analysis method by employing a framework of the strategies applied by alcohol industry. The results point out two significant lobbying strategies in Finland: information and constituency building. The information lobbying emphasizes direct influencing on decision-makers by interest groups and revolving door tactic, and constituency building forming alliances. The brewing industry acts as the most aggressive and wide-ranging in its lobbying style. The alcohol industry endeavors on creating strong alliances and common agendas with its stakeholders, especially with advertisement agencies, where the collaboration is based on mutual interests. The transnational alcohol corporations seek collaboration with Finnish lobby groups which have adopted similar tactics practiced also by the tobacco industry.

AB - Since joining the European Union, the Finnish alcohol regulation has been less strict and the transnational alcohol industry has been more active to interfere in the Finnish alcohol policy. The designing of Finnish alcohol policy indicates the attribute of balancing the EU’s harmonization policy and national health. From 2007 to 2011, the government was preparing to tighten the advertisement regulation and continued the work with a new task force in 2011 – 2015. During the negotiation and legislation process, the alcohol industry intensively lobbied the policy makers and influenced public opinion. The public debate heated up in 2012, when the Minister of Health and Public Affairs proposed an act on restricting the regulation of image advertising. However, the ban on outdoor advertising was accepted and enacted in the beginning of 2015. This study investigates the strategies of the Finnish alcohol industry during the legislation on alcohol advertising restrictions. The data includes 12 interviews of representatives of alcohol industry, health authorities and policy experts. In addition, we collected textual data containing newspaper articles, campaign material and policy documents. The data is analyzed with theory-driven content analysis method by employing a framework of the strategies applied by alcohol industry. The results point out two significant lobbying strategies in Finland: information and constituency building. The information lobbying emphasizes direct influencing on decision-makers by interest groups and revolving door tactic, and constituency building forming alliances. The brewing industry acts as the most aggressive and wide-ranging in its lobbying style. The alcohol industry endeavors on creating strong alliances and common agendas with its stakeholders, especially with advertisement agencies, where the collaboration is based on mutual interests. The transnational alcohol corporations seek collaboration with Finnish lobby groups which have adopted similar tactics practiced also by the tobacco industry.

KW - 5142 Sosiaali- ja yhteiskuntapolitiikka

KW - alcohol industry

KW - advertising

KW - image advertising

KW - lobbying

KW - interest groups

KW - Alcohol policy

M3 - Artikkeli

VL - 82

SP - 141

EP - 152

JO - Yhteiskuntapolitiikka

JF - Yhteiskuntapolitiikka

SN - 1455-6901

IS - 2

ER -