The UEFA Euro 2016 final was a captivating event for football fans globally. Beyond the thrilling match itself, a less visible game was being played off-field, particularly in the realm of advertising. This article delves into how Carlsberg, a major beer brand, navigated strict advertising regulations in France during this high-profile event, specifically during the Football Euro 2016 Final matches. Despite a national ban on television alcohol advertising under the Loi Evin, Carlsberg managed to achieve significant brand promotion, raising questions about the effectiveness of such regulations and the tactics employed by advertisers.
France’s Loi Evin and the Alcohol Ad Ban
France’s Loi Evin, enacted to protect public health, prohibits television advertising of alcohol. This law is considered one of the strictest in Europe, aiming to reduce alcohol consumption and its associated health risks, particularly among young people. However, major sporting events like the football euro 2016 final, with their massive viewership, present a tempting stage for brands seeking exposure. The challenge for alcohol brands was how to leverage this opportunity within the legal constraints.
Carlsberg’s “Alibi Marketing” Strategy
Carlsberg, a long-time sponsor of football tournaments, including the Euro championships, found a creative workaround: “alibi marketing.” During the last seven games of UEFA Euro 2016, including the highly anticipated football euro 2016 final, Carlsberg strategically used two registered trademarks: ‘Probably’ and ‘… the best in the world’. These phrases, often associated with their famous slogan “Carlsberg – probably the best lager in the world,” appeared extensively during broadcasts.
This approach cleverly circumvented the direct advertising ban. By showcasing these phrases without explicitly mentioning “Carlsberg” or “beer,” the brand subtly promoted itself. The study of these games revealed over 70 minutes and 746 separate instances of these “alibi” promotions. This implied brand messaging was highly effective in reaching a vast audience during key moments of the football euro 2016 final tournament.
Impressions and Reach: Numbers Don’t Lie
The viewership for UEFA Euro 2016 was enormous, with an estimated 150 million spectators per game across 230 territories. This massive audience provided fertile ground for advertising impressions. Carlsberg’s alibi marketing during these seven games, including the football euro 2016 final, translated into a staggering reach:
- Between 92.3 million and 2.1 billion potential impressions of alcohol content to the adult population.
- Between 6.9 and 163.3 million alcohol impressions potentially reaching children aged 4 to 17 years old.
These figures highlight the extensive exposure, even to minors, despite the advertising restrictions. The football euro 2016 final, being the pinnacle event, likely garnered the highest viewership and consequently, the most significant advertising impact. Even though France has laws to prevent targeting minors, the sheer scale of viewership meant children were inevitably exposed to these brand messages during the football euro 2016 final and other key matches.
Iceland’s Example: A Stricter Approach
Interestingly, there was a notable exception in the data. The match between France and Iceland showed significantly less alibi marketing content compared to other games. This is attributed to Iceland’s own stringent alcohol advertising laws, “Afengislog,” which outright bans all alcohol advertising and marketing, including on television. This suggests that stricter national laws, like those in Iceland, can indeed impact the level of alcohol advertising exposure, even in international sporting events like the football euro 2016 final series. Iceland’s proactive stance provides a contrasting example, demonstrating that robust legislation can be more effective in curbing alcohol advertising during major events, potentially offering a model for other nations.
The Debate and Implications of Alibi Marketing
Carlsberg’s successful use of alibi marketing during the football euro 2016 final and other matches ignited debate about the effectiveness of the Loi Evin and similar advertising regulations. While intended to protect public health, particularly vulnerable groups like children, these laws can be circumvented through creative marketing strategies.
Critics argue that such alibi marketing undermines the spirit and purpose of advertising bans. By using trademarked phrases strongly associated with their brand, companies can still achieve significant advertising impact without explicitly violating the letter of the law. This raises questions about the need to refine and strengthen regulations to close these loopholes and ensure they effectively protect against alcohol advertising exposure, particularly during events with massive youth viewership like the football euro 2016 final.
Looking Ahead: Tighter Regulations Needed?
The case of Carlsberg and the football euro 2016 final serves as a compelling example of the challenges in regulating alcohol advertising in the age of global sports and sophisticated marketing. While laws like Loi Evin are a step in the right direction, they may not be sufficient to completely prevent brand exposure, especially when companies employ alibi marketing techniques.
The study’s findings suggest a need for policymakers to consider:
- Broadening the scope of advertising bans: Regulations may need to extend beyond direct product advertising to include brand-associated slogans and trademarks used as alibis.
- Stricter enforcement: Even well-intentioned laws require robust monitoring and enforcement to be truly effective.
- Learning from stricter models: The example of Iceland demonstrates that comprehensive bans can have a noticeable impact on reducing advertising exposure.
The football euro 2016 final and the surrounding tournament highlighted the ongoing tension between commercial interests and public health concerns. As alcohol brands continue to seek innovative ways to promote their products, especially during popular events, regulators must adapt and strengthen legislation to effectively protect public health and limit exposure, particularly for children, to alcohol marketing.
