The WA Parliament Education and Health Standing Committee is appalled by the insidious marketing strategy adopted by Dan Murphy’s liquor stores to exploit Fathers day.  

‘We are very disappointed that Dan Murphy’s, and Woolworths, have ramped up their alcohol advertising in preparation for Fathers Day this year,’ said Dr Woollard, the Chair of the Committee.

“This advertising in the lead up to Fathers Day is similar to the aggressive alcohol  advertising seen just  before other celebrations in the year, such as Easter and Christmas”,

“We already have a problem with alcohol in WA.  We have the highest per capital consumption of alcohol and the average person over 15 years drinks more than the National Health and Medical Research Guidelines of 2 standard drinks a day” 

“We do not need more alcohol advertising when alcohol is already causing so much harm to the community”.

In its three reports released this year, the Committee documented the adverse health and social effects of the increased availability of alcohol arising from the liberalisation of state liquor licensing and the doubling of alcohol retail sales in Australia since January 2001.

The Committee has expressed concern about the parallel rise of alcohol-related disease and the increased social and economic costs of excessive alcohol consumption in Western Australia.

Dr Woollard said that ‘Father's Day is supposed to be a celebration that honours fathers and their role and influence in families and in society - not an opportunity to promote alcohol’.

According to Dr Woollard ‘The Committee believe Dan Murphy’s, a subsidiary of Woolworths, is not acting in a socially responsible manner with  its cynical suggestion that alcohol is ‘what dad really wants’ on fathers day.’

The Committee considers that this is irresponsible advertising, and is concerned at its attempts to reinforce the notion that fatherhood is synonymous with booze.

The front page of the ‘Buy Dad what he really wants’ campaign includes a quote from Dan Murphy that says ‘Take it from me, it is only rarely that any gift is more acceptable than wines, liqueurs and spirits’.

Dr Woollard said that ‘advertising that suggests that alcohol is an appropriate, all-purpose gift for a child to give their father on fathers day is irresponsible’.

Professor Rob Donovan, an expert in social marketing at Curtin University, commented that ‘this campaign normalises alcohol for young children and subverts responsible drinking campaigns.’

Woolworths recently advised the Committee that it takes its role as a responsible retailer of alcohol very seriously. The Committee “questions how this advertising strategy is thought to be responsible retailing?”  Said Dr Woollard

Attached Media: 

20110818_shame_on_you_dan_murphys.doc