Commitment details

Information about the commitment

Submission number 1352367332457-1570
Submission date
  • 08-Nov-2012
Owner of the commitment EUROCOMMERCE
Name of the organisation's representative in the forum Ms Els BEDERT
Name of the affiliated Umbrella Organisation or Federation
Title of the commitment Raising awareness of Retailers to carry out actions against abuse of alcohol 2012-2015
Commitment summary EuroCommerce is committed to encourage its member companies and member federations to take action in view of reducing alcohol related harm. This will be carried out through the dissemination of information on the work of the EU Forum on Alcohol and Health and by encouraging members to develop their activities in relation to the objectives of the Charter establishing the Forum.

EuroCommerce will invite its members to make commitments within the framework of the Alcohol Forum and will also facilitate the dialogue and cooperation between its members and other members of the Forum.
Link to further information relating to the commitment
Forum members, associated with the commitment
Partners, associated to the commitment

Contact Point

Contact name Els BEDERT
Organisation EuroCommerce
Title/Position Adviser, Food & Nutrition
Address
Avenue des Nerviens 85/3
B-1040 Brussels
Belgium
Tel + 32(0)2 738 06 42
Fax
Email bedert@eurocommerce.be
If the commitment is implemented in more than one Member State indicate for each country the name of the national contact point

Information about the commitment

Background to the commitment (if any) The retail sector recognises the important role it has to play in taking actions to reduce alcohol related harm. However, an EU-wide policy is not possible, given the different drinking patterns and traditions in place in Member States. As such, EuroCommerce will encourage its members to take action in the areas that best suit their national preferences.
Priority areas
  • Develop efficient common approaches to provide adequate consumer information
  • Enforce age limits for selling and serving of alcoholic beverages
  • Better cooperation / actions on responsible commercial communication and sales
Baseline Although several EuroCommerce members have been carrying out different actions to address alcohol abuse for many years, EuroCommerce as an umbrella organisation only started to discuss the topic of alcohol and health since the launch of the Forum in 2007.
Start date Nov-2012
End date Dec-2015
Expected interim date
  • 15-Mar-2014
  • 15-Mar-2015
Final report date
  • 15-Mar-2016
Member states
  • EU
Other concerned countries Norway, Switzerland

Commercial communication

Target
Tool
Description

Consumer information

Target
Tool
Description

Counseling

Target
Tool
Description

Education

Target
Tool
Description

Media

Target
Tool
Description

Youth involvment

Target
Tool
Description

Research

Area
Description

Treatment

Target
Description

Commitment activities in the following Member States

Commitment activities in the following Member States Awareness raising and providing information on the AHF to members of EuroCommerce

Information on monitoring

Objectives
Relevance (i.e. how will the commitment contribute to achieving the aim of the Forum ?)

Input indicators

Number of people involved
Time spent (Man/hours)
Cost (please indicate in €)
Other

Information on monitoring

Number of people reached
Number of people in the target group reached
Number of participants in different activities
Web site visitors
Number of products
Number of pamphlets/adverts
Established number of contacts
Other

Outcome and impact

Short term
Medium Term
Long Term

Evaluation details

Tool use
  • Internal evaluators
Type of methodology
  • Questionnaire

Details about the monitoring report

Title of the commitment
Raising awareness of Retailers to carry out actions against abuse of alcohol 2012-2015
Name of the Forum member organisation owning the commitment
EUROCOMMERCE
Name of the Forum member organisation owning the commitment
EUROCOMMERCE
Is this a report for an ongoing commitment or a final report?
INTERMEDIATE
What is the time period covered by this report (in the case of a final report, the reporting period is the life span of the commitment)?
1 Jan 2014 - 31 Dec 2014
Point of contact for the commitment (the person authorised by the organisation owning the commitment who can be contacted for information about the commitment):
BEDERT Els
Adviser, Food & Nutrition
Avenue des Nerviens 85/3
B-1040 Brussels, Belgium
+ 32 (0)2 738 06 42

bedert@eurocommerce.eu
Commitment summary (based on summary given in original commitment form):
EuroCommerce is committed to encourage its member companies and member federations to take action in view of reducing alcohol related harm. This will be carried out through the dissemination of information on the work of the EU Forum on Alcohol and Health and by encouraging members to develop their activities in relation to the objectives of the Charter establishing the Forum.

EuroCommerce will invite its members to make commitments within the framework of the Alcohol Forum and will also facilitate the dialogue and cooperation between its members and other members of the Forum.
Web site/s relating to the commitment
Individual members' websites report on their actions and policies at national or company level. Some examples (non-exhaustive) can be found here below. In addition, many member companies have dedicated pages on alcohol on their company websites.
THE NETHERLANDS:
- www.cbl.nl/activiteiten/gezondheid/alcohol-en-tabak/
- www.nix18.nl
FINLAND - PTY: www.pty.fi/fileadmin/user_upload/tiedostot/Julkaisut/Vuosijulkaisut/EN_2013_vuosijulkaisu.pdf (page 4)
GERMANY - HDE: www.schu-jung.de
UK - The British Retail Consortium have rolled out labelling of alcohol and support for a charity that helps give advice to all drinkers and parents:
- www.brc.org.uk/Downloads/FCSG0475ResponsibleRetailingofAlcohol.pdf
- www.communityalcoholpartnerships.co.uk/
- www.brc.org.uk/brc_policy_content.asp?iCat=46&iSubCat=654&spolicy=Food&sSubPolicy=Alcohol
- www.portmangroup.org.uk/codes/alcohol-marketing/alcohol-labelling
UK companies that are supporting the label (all major supermarkets completed labelling of all own brand alcohol products) can be found here: https://responsibilitydeal.dh.gov.uk/pledges/pledge/?pl=1
Drinkaware Trust which is the vehicle funded by retailers and manufacturers and independently run to deliver advice on responsible drinking to drinkers, young people and their parents: https://www.drinkaware.co.uk/
Retail of Alcohol Standards Group: Guidance for the responsible retailing of alcohol in England and Wales www.wsta.co.uk/images/Committees/RASG/2013workstreams/guidance/RASGguidanceFINAL.pdf
BE - Comeos : http://www.comeos.be/menu.asp?id=7629&lng=fr
CZECH REPUBLIC - Czech Confederation of Commerce and Tourism: www.ceske-pivo.cz
DENMARK: Both the Danish Chamber of Commerce and the Federation of Retail Grocers in Denmark (DSK) are part of the Alcohol Advertising Board. http://alkoholreklamenaevn.dk/om-alkoholreklamenaevnet/
PORTUGAL - APED: Portuguese retailers have subscribed the Self-Regulating Code of the Portuguese Beer Sector on the Commercial Activity. The commercial activity includes advertising and merchandising. http://www.apcv.pt/
Description of the implementation of the commitment
As a member of the Alcohol and Health Forum (AHF), EuroCommerce commits to:
- keep its members regularly informed on the activities of the AHF
- encourages its members to develop initiatives related to the objectives of the Forum
- invites its members to make commitments to the AHF
- facilitates the exchange of information on alcohol-related initiatives amongst its members
- facilitates dialogue and cooperation between its members and other members of the AHF

EuroCommerce members cover the entire European Union and include 39 national commerce associations, 29 companies and 21 affiliated associations (full list of members can be found on EuroCommerce's website). The Food Policy Committee (FPC) deals with alcohol and health issues in addition to other topics such as food information to consumers, food safety, nutrition and health claims and food quality. It is composed of retail and wholesale food policy and/or health and nutrition experts appointed by member associations and companies (35-40 regular members, over 190 addresses on email distribution list) and chaired by a member representative. Alcohol policy related developments are included on the agenda of the FPC meetings when there are relevant issues to discuss and present. Any progress in view of Alcohol policy is reported on in the committee's progress reportprepared ahead of each food committee meeting (held 3 times a year). In 2014 Food Committee meetings took place: in March, June and October, with an average of 30 participants. Experts participating in the food committee transfer the information within their organisation as appropriate.
The working group on alcohol has not met during 2014, pendng further decisions regarding a renewed alcohol platfom. Advisers, responsible for the day-to-day work of the FPC, represent EuroCommerce at the AHF. In 2014, two advisers dedicated a total 5% of their time to alcohol.
Dissemination of information to members (= target group for EuroCommerce commitment) as foreseen in the commitment, was done via email, newsletters and briefings (full list under output indicators)
Objectives (cf. sections 4-5 of the Monitoring Commitment in Annex II of the Forum Charter): in which way and to which extent have the objectives set out in the original commitment form been achieved in the reporting period?
Raising members' awareness continues to help national federations and companies to develop and increase their activities in relation to the priorities set out in the AHF charter. Retailers are committed to abide by ethical principles in its marketing and in raising consumer awareness. EuroCommerce members are fully aware of the existence of the Alcohol and Health Forum, and of the need for the sector to act as a responsible partner in this societal issue.
Eurocommerce has continuously encouraged its member companies and member federations to take actions in view of reducing alcohol related harm. The presentation by the Wine in Moderation programme further increased the awareness of the members on the possibilities to facilitate further action and that new actions are considered.
New national legislation (for example in Portugal), political interests and evolving local societal needs (accross the EU) have led to a diverse set of initiatives that contribute to the aim of the forum.
The main focus of EuroCommerce members remained twofold:
1. Enforcing age limits: Retailers continued to invest in staff training on the sale of alcohol, including the development of e-learning modules for staff (for example: Finland, the Netherlands), participation in schemes to improve performance in age verification and refusal of sale to minors (including checks through mystery shoppers). In addition, associations are activily supporting national information campaigns on age limits (for example in Belgium, Netherlands, Germany and UK).
The changing retail environment with more e-commerce and self-scan tills at store level, has commanded further staff training, consumer information and IT applications to ensure age limits are respected.
2. Consumer information: Retailers provide consumer information on responsible drinking and the risks of alcohol misuse via in-store guidance by trained staff, unit labelling and in-store signage. General information on alcohol-related harm is supported through on-line information.
Relevance (i.e. how did the commitment during the reporting period contribute to achieving the overall aims of the Forum - cf. section 3 of the Monitoring Commitment in Annex II of the Forum Charter)
Consumers' attitude towards alcohol consumption varies from country to country. This is reflected in the country specific Alcohol-related regulations. Retailers differentiate their actions according to the national context however all have the ultimate aim to reducing alcohol-related harm as a responsible partner in this broad societal commitment. Visibility of the actions are geared towards consumers. The EuroCommerce commitment allows retailers and wholesalers to be better informed about the EU context, to learn from each other and to identify the actions best adapted to their specific need.
In line with the core business of retail and whole sale, these actions relate to enforcing age limits and providing consumer information in light of responsible drinking and risks of alcohol misuse.
Input indicators (resources allocated to the commitment ("What was done to put the objectives into practice?") - cf. section 5a of the Monitoring Commitment in Annex II of the Forum Charter)
The EuroCommerce Food & Nutrition Adviser attends the AHF meetings as well as other relevant meetings on retail specific alcohol topics. Furthermore the advisers monitor alcohol related developments at the European Parliament. During the current reporting period 2 advisers have spent around 5 % of their time on alcohol issues by representing EuroCommerce at forum meetings, preparing briefings and other forms of communication to members via email and in exchanges with other members of the forum. In additon one stagaire assisted in the opdating of the Monitoring table for members. Financial inputs related to this committment are as such only expressed in time spend by the advisers and by the members to contribute to the exchange of information. No product output such as leaflets or brochures are foreseen.
Output indicators (measure from a quantitative point of view the results created through the use of inputs ("What was achieved with the resources allocated to the commitment") - cf. section 5b of the Monitoring Commitment in Annex II of the Forum Charter)
- Prior to each Food Committee meeting updates on the Alcohol and Health forum activities were included in the Food Update Report which is circulated to 190 email addresses. In 2014 updates were send in March, June and October 2014. AHF is reported on a quartely basis to the board. News on Alcohol related events and on EP discussions were included in the Food Enews (bi-weekly EuroCommerce News letter).

- November 2014: Presentation of the Wine in Moderation programme to the food committee. Aim of the presentation to inform members and consider options for building partnerships at EU or national level related to training and/or communication.

- August 2014: EuroCommerce mapping document on national and members' initiatives to reduce Alcohol related harm was updated and circulated to the members for information and inspiration.

- Issuebrief on the Alcohol & Health forum is available at the website www.eurocommerce.eu
Outcome and impact indicators (how successful has the commitment been during the reporting period in relation to the original objectives - cf. section 6 of the Monitoring Commitment in Annex II of the Forum Charter. These indications go beyond the minimum agreed requirements to monitor a commitment, and it is expected that this type of evaluation will not be carried out for all commitments.)
Short term
Medium term
Long term
Other
Evaluation details (tools and methods used, internal or external evaluators...)
This commitment relates to informing EuroCommerce members about the AHF and the EU alcohol strategy as well as to enhance knowledge sharing and information exchange. The results achieved during this reporting period can therefore be verified internally by reviewing email exchange, reporting or presentations which took place during that period.
As mentioned in the introduction, cultural diversity and different drinking habits result in different societal challenges to prevent and reduce alcohol related harm in the EU. Different regulation and public and private actions across the EU are a consequence of this. As such, EuroCommerce members are preoccupied to contribute to responsible retailing in partnership or individually at community and/or national level in line with the member States priorities and addressing directly their customers.
Other comments related to monitoring the commitment (This section is to be used to add any other information which can be useful in terms of understanding issues relating to the monitoring of your commitment, such as, any major obstacles that have been encountered, sources of data used, etc. If the basic details of the commitment have been changed, this field is to be used to explain why and how they were changed.)
Dissemination (How were the results of the commitment disseminated?)
Members of the Food, Nutrition and Health Committee are informed in writing or during committee meetings. Internal reporting done to the board.
References to further information relating to the monitoring of the commitment
Attachments