WEBVTT - Insta-Alcohol Campaigns, America's First Black Bachelor & The Golf Swing 0:00:00.280 --> 0:00:03.200 This is Outspoken. The podcast is not afraid to say 0:00:03.440 --> 0:00:06.680 exactly what you're thinking. Our names are Amy Kate and 0:00:06.760 --> 0:00:07.520 Sophie Torbor. 0:00:07.960 --> 0:00:10.280 We're identical triplets, but we often. 0:00:10.160 --> 0:00:14.040 Don't have identical opinions, so sometimes things can get heated. 0:00:14.640 --> 0:00:19.840 Outspoken covers all things reality TV, influences, entertainment, and issues 0:00:19.880 --> 0:00:20.680 facing women. 0:00:21.480 --> 0:00:23.840 That is so fetch Thank you. 0:00:26.400 --> 0:00:29.840 Hello and welcome to Outspoken. Thank you for joining us again. 0:00:30.280 --> 0:00:33.400 Now it is a momentous week for us because Sophie 0:00:33.440 --> 0:00:37.040 is becoming a mother, well a fur mother, and we 0:00:37.159 --> 0:00:38.879 have been counting down the days as it has been 0:00:38.880 --> 0:00:41.720 eight weeks now. SOPHI, yeah, it's been eight very very 0:00:41.720 --> 0:00:44.240 long weeks. I have had like a countdown going since 0:00:44.640 --> 0:00:47.440 week six. I keep sending my boyfriend Brandon updates of 0:00:47.440 --> 0:00:49.680 how many more sleeps it is. It is currently four 0:00:49.720 --> 0:00:52.960 more sleeps till mister Archie comes into my life. And 0:00:53.000 --> 0:00:55.360 there is a bit of contentious issues around the name 0:00:55.440 --> 0:00:58.440 because I think you should be calling the dog Manuka 0:00:58.560 --> 0:01:02.800 because it is a goalded. 0:01:03.360 --> 0:01:03.920 This is great. 0:01:03.960 --> 0:01:07.479 Off the back of our puppy farming topic yesterday, It's 0:01:07.480 --> 0:01:09.560 definitely not from a puppy farm, is it. Sophie's from 0:01:09.560 --> 0:01:11.839 a very prestigious breeder and Adelaide it is the only 0:01:11.880 --> 0:01:16.960 one that breeds golden coccusstig. Well, yeah, well it's a 0:01:17.000 --> 0:01:20.039 golden It's a golden Cocker Spaniel. And what's funny about 0:01:20.080 --> 0:01:23.160 that is that Sophie's boyfriend's last name is Hancock. 0:01:23.520 --> 0:01:24.080 But don't you. 0:01:24.080 --> 0:01:25.959 Think that it would be really cute to be called 0:01:26.000 --> 0:01:27.520 Manuka because it's a honey flavor. 0:01:27.600 --> 0:01:30.119 Manuka Honey, it's a that's a girl's. 0:01:29.760 --> 0:01:32.800 Name, though, No, I think it's unisex. Well, I think 0:01:32.959 --> 0:01:35.840 Archie because we've got Meghan and Harry who have Archie, 0:01:35.880 --> 0:01:38.839 Master Archie. We can call him archiball if he's being naughty. 0:01:38.880 --> 0:01:40.000 But do you know what Archie? 0:01:40.040 --> 0:01:41.959 The name Archie for a dog is like a diamond, 0:01:42.000 --> 0:01:44.080 doesn't if I you know, if you want this dog 0:01:44.120 --> 0:01:45.840 to go off on Instagram, which I think you do 0:01:45.880 --> 0:01:48.160 because you've already made an Instagram account for the dog 0:01:48.440 --> 0:01:50.960 by actually having it, I think you should call it 0:01:51.000 --> 0:01:53.400 Manuka if anyone would like to go and follow him. 0:01:53.560 --> 0:01:56.480 It's Archie and it's got a golden Cocker Spaniel potentially 0:01:56.600 --> 0:01:57.720 changed to Minuka. 0:01:58.040 --> 0:01:59.360 Well, I feel like spaniel. 0:01:59.520 --> 0:02:01.279 Well, I feel like when you're at the dog park, 0:02:01.320 --> 0:02:03.000 you're gonna really feel that there are a lot of 0:02:03.160 --> 0:02:05.600 archies out there. When you call him back and there's 0:02:05.640 --> 0:02:07.440 like ten dogs come running at you, I think you're 0:02:07.440 --> 0:02:09.600 gonna regret not calling a mahanookah. The thing that I'm 0:02:09.600 --> 0:02:12.200 most worried about is I've done so much research into 0:02:12.240 --> 0:02:15.480 Cocker spaniels and apparently they we every thirty minutes, which 0:02:15.680 --> 0:02:18.160 is similar to me. I've got a very very small bladder, 0:02:18.200 --> 0:02:20.720 So we'll be getting along just fine. Well, in regards 0:02:20.760 --> 0:02:22.800 to the name, we will put a poll up and 0:02:22.840 --> 0:02:25.240 to see if you agree with Kate and I that 0:02:25.280 --> 0:02:28.040 Sophie should call her puppy manookah or if she should 0:02:28.080 --> 0:02:30.360 just call it Archie. What about Winston, I know that 0:02:30.480 --> 0:02:32.359 was a name that we allso his name. 0:02:32.200 --> 0:02:34.720 Is already on his official. 0:02:34.960 --> 0:02:37.280 Breeders letters can be changed. 0:02:38.560 --> 0:02:39.160 Manookah. 0:02:39.360 --> 0:02:42.360 Look, I think that Amy and I, even though were aunties, 0:02:42.400 --> 0:02:45.360 we probably have no writing naming. Well. I think if 0:02:45.400 --> 0:02:47.320 I'm paying two and a half grand for this dog, 0:02:47.400 --> 0:02:50.160 I should be able to name it. Well. Anyway, let's 0:02:50.160 --> 0:02:53.880 move along, and I'm sure Sophie will be inundating The 0:02:53.919 --> 0:03:02.240 outspoken Instagram feed with pictures of Archie. Have you been 0:03:02.280 --> 0:03:05.560 wondering why there's an influx of influencers promoting alcohol on 0:03:05.639 --> 0:03:09.280 your news feed? Like many businesses, the alcohol industry has 0:03:09.320 --> 0:03:12.480 been forced to pivot their marketing to reflect social distancing 0:03:12.560 --> 0:03:16.840 and self isolation. And with influencers normal brand deals falling 0:03:16.880 --> 0:03:20.079 through thanks to the pandemic, many have lined up payments 0:03:20.120 --> 0:03:23.400 through alcohol brands. Sob, can you explain to us just 0:03:23.480 --> 0:03:27.960 how prevalent alcohol advertising is in the influencer sphere? Well, 0:03:28.000 --> 0:03:33.000 even before lockdown, alcohol advertising with influencers has been incredibly prevalent. 0:03:33.120 --> 0:03:35.120 I mean you look at a recent study by vic 0:03:35.200 --> 0:03:38.520 Health and it shows that three quarters of Australia's top 0:03:38.560 --> 0:03:43.160 seventy influencers feature alcohol in their posts, and worryingly, only 0:03:43.200 --> 0:03:45.880 a quarter of those actually reveal that these posts are 0:03:45.920 --> 0:03:48.560 sponsored and have been paid for. And vic Health has 0:03:48.640 --> 0:03:52.160 described the alcohol's industry's use of social media as completely 0:03:52.320 --> 0:03:57.080 underhanded and says that it is used to influence young children. Well, 0:03:57.120 --> 0:03:59.600 one bit of info I found really interesting was the 0:03:59.680 --> 0:04:02.920 a that influencers are actually allowed to promote alcohol. I 0:04:02.960 --> 0:04:05.840 didn't realize that you had to be over the age 0:04:05.840 --> 0:04:09.320 of twenty five to actually be advertising alcohol. Yeah, that 0:04:09.360 --> 0:04:11.840 really surprised me because it made me reflect there are 0:04:11.880 --> 0:04:14.600 a lot of big influencers out there who have been 0:04:14.640 --> 0:04:18.040 pretty quiet in the alcohol space. While they'll show themselves drinking, 0:04:18.080 --> 0:04:21.200 I haven't seen them officially advertising alcohol. 0:04:21.360 --> 0:04:22.680 That was an interesting revelation. 0:04:22.960 --> 0:04:25.480 Well, a few years back there was actually a campaign 0:04:25.720 --> 0:04:29.200 from a vodka cruser company, and they received a lot 0:04:29.279 --> 0:04:31.640 of complaints because the model that they used in their 0:04:31.720 --> 0:04:36.000 ad looked a lot younger than eighteen. She was over eighteen, 0:04:36.040 --> 0:04:38.600 but people said she looked as if she was a teenager, 0:04:39.000 --> 0:04:40.880 and so there were a lot of complaints. She even 0:04:41.080 --> 0:04:43.480 part of the ad showed her using glitter to cover 0:04:43.600 --> 0:04:46.680 up dark circles around her eyes, which are obviously caused 0:04:46.680 --> 0:04:48.719 from heavy drinking as well, which a lot of people 0:04:48.839 --> 0:04:51.760 thought was a bit unnecessary. I do find this whole 0:04:51.760 --> 0:04:54.800 over twenty five thing pretty interesting because for someone who 0:04:54.800 --> 0:04:58.040 has always been idd up until my late twenties, I 0:04:58.040 --> 0:05:01.279 always got annoyed because apparently the and selling the alcohol 0:05:01.600 --> 0:05:03.840 must think that you look over twenty five. So it's 0:05:03.880 --> 0:05:07.360 quite interesting that even an influencer who can legally drink 0:05:07.480 --> 0:05:10.760 isn't actually allowed to advertise an alcoholic product. But how 0:05:10.760 --> 0:05:14.239 many influencers who are over twenty five, how many would 0:05:14.240 --> 0:05:17.359 you confuse for being in the early twenties as well. 0:05:18.080 --> 0:05:19.920 I mean it opens up a camera. I think it's 0:05:20.000 --> 0:05:22.719 quite the opposite. Chloe Zepp, I literally thought she was 0:05:22.720 --> 0:05:24.560 in her late twenties and I found out she's only 0:05:24.600 --> 0:05:27.280 twenty one. So it's quite interesting that she can't advertise 0:05:27.360 --> 0:05:30.160 alcohol even though she has been. We'll get into that 0:05:30.200 --> 0:05:32.200 a little bit later. The other thing that I didn't 0:05:32.240 --> 0:05:35.159 know was that if you are promoting alcohol, twenty five 0:05:35.160 --> 0:05:37.880 percent of your audience can't be under the age of eighteen, 0:05:37.920 --> 0:05:39.800 which is a rule that I didn't know was in place, 0:05:39.839 --> 0:05:42.120 and it is a good rule to have. That is good, 0:05:42.160 --> 0:05:44.599 but on social media you can be so deceptive with 0:05:44.640 --> 0:05:47.000 your age. I remember making accounts back in the day 0:05:47.279 --> 0:05:49.200 for our little cousins on Facebook, and I think you 0:05:49.240 --> 0:05:51.719 had to be over thirteen, and we of course just 0:05:51.760 --> 0:05:53.640 put that they were over thirteen when there were eight 0:05:53.640 --> 0:05:54.480 and ten. 0:05:54.720 --> 0:05:55.360 That is such a. 0:05:55.279 --> 0:05:56.839 Good point, And the thing that a lot of people 0:05:56.839 --> 0:06:00.960 don't realize is in Australia, the alcohol industry self regulates 0:06:01.000 --> 0:06:03.960 it's advertising, which means that there's no government body to 0:06:04.040 --> 0:06:07.400 intervene and to keep people accountable. Yeah, and that means 0:06:07.400 --> 0:06:09.520 that an alcohol company can put out an ad on 0:06:09.560 --> 0:06:11.600 social media and it doesn't have to be approved by 0:06:11.600 --> 0:06:14.400 the government. It just has to meet these certain code 0:06:14.440 --> 0:06:17.400 of ethics. However, as Soav said, that's a self regulated 0:06:17.440 --> 0:06:20.160 code of ethics, and while people can make complaints to 0:06:20.200 --> 0:06:23.840 the Advertising Standards Bureau, it's just a system where they 0:06:23.839 --> 0:06:26.240 then look into it and the ad is taken down. 0:06:26.680 --> 0:06:29.360 So what I found really interesting is that when an 0:06:29.400 --> 0:06:33.280 influencer works with an alcohol brand, if it is deemed 0:06:33.279 --> 0:06:36.120 that the ad doesn't meet this code of ethics, then 0:06:36.400 --> 0:06:38.599 the add has just pulled. The influencer has to delete 0:06:38.600 --> 0:06:41.400 their post, but there's no onus on the influencer to 0:06:41.520 --> 0:06:44.360 ensure that that post meets the standards, which I found 0:06:44.440 --> 0:06:48.240 really interesting. In light of Kendall Jenner getting sued for 0:06:48.279 --> 0:06:51.120 her involvement in advertising the Fire Festival, it seems like 0:06:51.160 --> 0:06:54.960 the Australian law is a lot more lenient on influencers 0:06:55.120 --> 0:06:58.159 than it is in say the UK and America, where 0:06:58.200 --> 0:07:01.600 we have seen an influx of influence advertising alcohol during 0:07:01.640 --> 0:07:06.640 COVID nineteen Kate, how has alcohol marketing changed since the pandemic. Well, 0:07:06.680 --> 0:07:09.440 just like a lot of other industries, the alcohol industry 0:07:09.480 --> 0:07:12.600 has had to pivot their marketing to reflect social distancing 0:07:12.680 --> 0:07:16.800 and self isolation. So many have taken this opportunity to 0:07:16.840 --> 0:07:20.280 capitalize on people staying at home by promoting their contact 0:07:20.360 --> 0:07:23.440 less home deliveries, which is raising a lot of issues 0:07:23.480 --> 0:07:25.840 because that means that people don't have to show ID. 0:07:26.040 --> 0:07:27.720 So you can be a kid and you can go 0:07:27.800 --> 0:07:31.280 in order from BWUS alcohol and then the alcohol has 0:07:31.360 --> 0:07:33.920 just dropped at your door. The delivery person doesn't have 0:07:33.960 --> 0:07:35.440 to see who's getting the alcohol. 0:07:35.520 --> 0:07:37.480 So it's a bit of a worry what you don't 0:07:37.480 --> 0:07:38.520 even have to put in your ID. 0:07:38.920 --> 0:07:41.600 Well, you could literally take your parents' ID, put the 0:07:41.640 --> 0:07:44.040 details in at the checkout and then it's just dropped 0:07:44.080 --> 0:07:46.040 off at the door. I think the other thing that 0:07:46.120 --> 0:07:47.760 is worrying is a lot of brand seem to be 0:07:47.800 --> 0:07:51.800 promoting stockpiling and heavy consumption of alcohol during this time 0:07:51.840 --> 0:07:53.960 as well. I mean, you look at Thirsty Camel and 0:07:53.960 --> 0:07:56.520 they were made to remove a Facebook post because it 0:07:56.640 --> 0:08:00.520 joked about customers stockpiling their goods as opposed to toilet paper, 0:08:00.680 --> 0:08:03.480 and they were made to remove this post. But it 0:08:03.520 --> 0:08:06.640 does come into question whether brands can actually use humor 0:08:06.840 --> 0:08:11.320 or memes to convey a particular message during this time. Yeah. Well, 0:08:11.360 --> 0:08:14.200 I think with the Thirsty Camel example, they had a 0:08:14.240 --> 0:08:16.880 complaint made and their response was, well, it was in 0:08:17.000 --> 0:08:19.640 humor and it was in good fun, but it actually 0:08:19.680 --> 0:08:21.720 had to be taken down because it did breach the 0:08:21.760 --> 0:08:24.840 code of ethics. And I think it's interesting to note 0:08:24.840 --> 0:08:27.320 that obviously during the pandemic a lot of bars and 0:08:27.360 --> 0:08:31.040 clubs have been closed, and that has meant that alcohol 0:08:31.120 --> 0:08:34.320 consumption in bottle shops in the last week of March 0:08:34.440 --> 0:08:37.960 actually rose eighty six percent compared to the year before. Well, 0:08:38.000 --> 0:08:40.000 I've had heaps of friends who say that they can't 0:08:40.000 --> 0:08:43.200 believe how often they've now been to b ws's or 0:08:43.320 --> 0:08:46.520 you drive through alcohol places since the pandemic. Well, it's 0:08:46.559 --> 0:08:48.680 fairly obvious because I've seen a lot of my own 0:08:48.760 --> 0:08:51.320 friends and people I know that are drinking more. And 0:08:51.440 --> 0:08:54.480 I think it's because when you're working at home, there's 0:08:54.520 --> 0:08:57.959 no differentiation between the weekend and a week night. 0:08:58.080 --> 0:08:59.360 It just seems like a lot. 0:08:59.200 --> 0:09:02.679 Of people are awarding themselves with alcohol, which is their choice. 0:09:02.920 --> 0:09:06.040 But I suppose it does trickle down into people that 0:09:06.080 --> 0:09:08.640 are at home with kids and that becoming a normalized 0:09:08.720 --> 0:09:09.240 thing to do. 0:09:09.760 --> 0:09:09.920 Well. 0:09:09.960 --> 0:09:12.000 I have seen a lot of posts that are sort 0:09:12.040 --> 0:09:15.199 of promoting alcohol as a relaxant. So, whether it's just 0:09:15.320 --> 0:09:17.520 mums who are saying, oh, I'm having a wine tonight 0:09:17.880 --> 0:09:20.600 because basically the kids are home from school when they're 0:09:20.640 --> 0:09:24.679 driving me mental, but there are apparently laws around promoting 0:09:24.679 --> 0:09:26.040 alcohol as a relaxant. 0:09:26.120 --> 0:09:26.800 Yeah. 0:09:26.880 --> 0:09:27.120 Yeah. 0:09:27.160 --> 0:09:29.240 One of the codes says that that you must not 0:09:29.320 --> 0:09:32.240 suggest the consumption of alcohol may create or contribute to 0:09:32.240 --> 0:09:35.080 a significant change in mood or environment, or suggests that 0:09:35.120 --> 0:09:37.720 it offers any therapeutic benefits. And I think that what 0:09:37.840 --> 0:09:40.520 has landed a lot of alcohol brands in hot water 0:09:40.559 --> 0:09:42.559 at the moment, because that seems to be their key 0:09:42.600 --> 0:09:46.280 marketing strategy. A lot have also started offering care packages 0:09:46.320 --> 0:09:49.360 as well. I think in terms of promoting alcohol as 0:09:49.360 --> 0:09:52.360 a relaxant, I think BWS as Good wines Chat has 0:09:52.400 --> 0:09:56.440 really done that. So they've got comedian Celeste Barber as 0:09:56.480 --> 0:09:59.320 the face of their campaign, and obviously everyone loves Celest 0:09:59.360 --> 0:10:03.120 and she's Hilens and she is in isolation and the 0:10:03.160 --> 0:10:05.400 first part of the campaign is she's got like a 0:10:05.440 --> 0:10:07.800 towel on her head, she's got a robe on, and 0:10:07.840 --> 0:10:09.760 she's got you know, like the little eyemasks that you 0:10:09.800 --> 0:10:13.080 see everyone in isolation wearing, and she is rewarding herself 0:10:13.120 --> 0:10:14.599 with a glass of champagne. 0:10:14.840 --> 0:10:15.640 Oh my god. 0:10:15.960 --> 0:10:17.880 I was actually shocked when I saw one of her 0:10:17.920 --> 0:10:21.960 recent videos because it showed her it sort of implied 0:10:21.960 --> 0:10:23.480 that she just got out of bed and then the 0:10:23.520 --> 0:10:27.240 BWS had dropped off some drinks to her doorstep, and 0:10:27.280 --> 0:10:30.240 then she pops open the champagne and I think it 0:10:30.280 --> 0:10:32.240 was a wine, sorry, and she starts drinking it in 0:10:32.280 --> 0:10:35.640 the morning, and I would assume that that's almost promoting 0:10:35.679 --> 0:10:37.559 binge drinking in a way. I just felt kind of 0:10:37.600 --> 0:10:38.640 uncomfortable about how it. 0:10:38.640 --> 0:10:39.080 Was all right. 0:10:39.520 --> 0:10:42.520 Well, I think looking closer at bws's campaign, I think 0:10:42.520 --> 0:10:46.319 they have been quite ethical in the influences they have used, 0:10:46.320 --> 0:10:47.800 because a lot of them are a bit of a 0:10:47.840 --> 0:10:50.520 slightly older demographic. You know, you've got Georgia Love who's 0:10:50.520 --> 0:10:53.920 in her thirties, Olivia Rodgers who's late twenties, and also 0:10:53.960 --> 0:10:56.080 Celeste Barbara, as you said, who's in her forties. And 0:10:56.120 --> 0:10:59.360 they've also required all of the influencers to write hashtag 0:10:59.360 --> 0:11:02.000 ad which legally isn't required of them, but is an 0:11:02.000 --> 0:11:05.240 ethical step in making sure that young people don't think 0:11:05.280 --> 0:11:07.520 that this is just what they do it. They're actually 0:11:07.520 --> 0:11:09.880 getting paid for this. The thing is, while they're being 0:11:09.960 --> 0:11:12.720 ethical around it, do you guys actually feel a little 0:11:12.720 --> 0:11:16.120 bit uncomfortable when you do see alcohol being advertised on 0:11:16.160 --> 0:11:19.120 say podcasts or in your Instagram fee Because I'm finding 0:11:19.200 --> 0:11:21.120 it a little bit sort of I don't. 0:11:20.960 --> 0:11:21.679 Know if I like it. 0:11:21.720 --> 0:11:23.719 Well, it's really ramped up, and that is due to 0:11:23.760 --> 0:11:26.720 the pandemic because while a lot of brands marketing budgets 0:11:26.760 --> 0:11:30.360 have dropped off, obviously, the alcohol industry is booming because 0:11:30.360 --> 0:11:34.120 people are ordering more alcohol online and at the bottle shop, 0:11:34.320 --> 0:11:37.320 so they have marketing budget to push onto influencers. So 0:11:37.640 --> 0:11:41.720 maybe an influencer who maybe didn't want to advertise alcohol 0:11:41.760 --> 0:11:44.480 before is actually thinking, well, I might actually have to 0:11:44.600 --> 0:11:47.080 because all my other brand deals have dropped off. Well, 0:11:47.080 --> 0:11:49.880 I've seen a crazy stat that shows that social media 0:11:49.960 --> 0:11:54.040 brands advertising alcohol have risen by three hundred and fifty 0:11:54.080 --> 0:11:57.440 percent during the coronavirus pandemic. And there was a little 0:11:57.440 --> 0:11:59.640 study done on a Friday night and it showed that 0:12:00.120 --> 0:12:03.800 every thirty five seconds there was a new alcohol brand 0:12:03.840 --> 0:12:06.559 advertising something which is pretty scary. Well, I think it's 0:12:06.600 --> 0:12:09.680 also interesting because a lot of alcohol brands invest a 0:12:09.679 --> 0:12:13.120 lot of money into festivals that are obviously not happening 0:12:13.160 --> 0:12:15.240 at the moment, so that means they've got, as we 0:12:15.240 --> 0:12:18.680 were saying before, a bigger budget to spend on influencers. Well, 0:12:18.679 --> 0:12:21.960 on the topic of alcohol promotion and festivals, I didn't 0:12:22.040 --> 0:12:26.000 realize that so many alcohol companies actually paid for influencers 0:12:26.000 --> 0:12:28.720 to go to events like Coachella, And also when there 0:12:28.760 --> 0:12:32.320 are festivals that are sponsored by alcohol companies, I didn't 0:12:32.320 --> 0:12:35.480 realize as well that they will send photographers down to 0:12:35.520 --> 0:12:38.040 get sort of sneaky picks of the festival, but they 0:12:38.040 --> 0:12:42.280 will purposely choose people to pose with cups promoting whatever 0:12:42.320 --> 0:12:44.320 brand it is, or bottles or whatever. 0:12:44.480 --> 0:12:45.240 I suppose it's a. 0:12:45.160 --> 0:12:48.120 Bit like when Canadian Clubs sponsored the Australian Open and 0:12:48.120 --> 0:12:50.360 they had the Canadian Club Bar and they invited a 0:12:50.360 --> 0:12:51.760 lot of influencers to attend. 0:12:52.120 --> 0:12:54.840 I think with festivals as well, I think we're used. 0:12:54.720 --> 0:12:57.680 To seeing clothing brands sending influencers and you don't really 0:12:57.720 --> 0:13:00.640 look into the deals then that they have with alcohol 0:13:00.679 --> 0:13:03.480 brand because you just generally think that influencers are going 0:13:03.559 --> 0:13:05.640 to be drinking at these events. That is true, I mean, 0:13:05.679 --> 0:13:08.000 playing Devil's Advocate, we kind of seem as if we're 0:13:08.040 --> 0:13:11.320 demonizing any influencer that does promote alcohol, which I don't 0:13:11.320 --> 0:13:13.960 necessarily think is a bad thing. I think what I 0:13:14.080 --> 0:13:16.679 find a bit iffy though, is the fact that some 0:13:16.720 --> 0:13:19.320 of the influencers who are being targeted do have a 0:13:19.440 --> 0:13:23.120 very young and impressionable audience. Well that's based on our 0:13:23.120 --> 0:13:25.679 own impression, though, because if we don't have access to 0:13:25.720 --> 0:13:28.120 their analytics, so we really don't know. Like you might 0:13:28.160 --> 0:13:30.720 think that someone has a young audience, but when you 0:13:30.760 --> 0:13:32.520 look into it, they may not. But what I would 0:13:32.520 --> 0:13:35.439 find interesting is how is the audience looked at. So 0:13:35.480 --> 0:13:38.120 someone like Michael Finch or Shiny Grimman, who you may 0:13:38.160 --> 0:13:41.079 think has a young audience, their young audience might all 0:13:41.080 --> 0:13:44.280 be on YouTube, but their older audience might be on Instagram. 0:13:44.520 --> 0:13:48.319 I'm wondering if whatever platform that they choose to advertise on, 0:13:48.480 --> 0:13:50.760 is it just that audience that they look at, Because 0:13:51.040 --> 0:13:54.520 there are people that are huge on YouTube and Instagram 0:13:54.559 --> 0:13:58.480 and Facebook and TikTok. Well TikTok's a big one because 0:13:58.480 --> 0:14:02.160 obviously TikTok have a massively young audience, so it's just 0:14:02.200 --> 0:14:04.280 interesting to see. Is it just that one. 0:14:04.120 --> 0:14:05.880 Platform that they look at now. 0:14:05.920 --> 0:14:08.200 We touched on before that you actually have to be 0:14:08.240 --> 0:14:11.800 over twenty five in order to promote alcohol on Instagram, 0:14:12.040 --> 0:14:15.719 But I actually didn't realize that if you have publicized 0:14:15.720 --> 0:14:18.480 that you have an issue with alcohol, you're actually not 0:14:18.600 --> 0:14:21.480 meant to be able to promote alcohol either, which kind 0:14:21.520 --> 0:14:24.080 of opens another can of worms because we have seen 0:14:24.120 --> 0:14:28.520 Mitchell Orvil recently talk about his issues with alcohol, but 0:14:28.560 --> 0:14:31.160 he's also then when he's talked about his issues with 0:14:31.160 --> 0:14:34.240 alcohol in different podcasts or different interviews, he's then spooked 0:14:34.280 --> 0:14:37.080 his own alcohol business. Yeah. Well, for those who don't 0:14:37.080 --> 0:14:40.520 know Mitchell Orval, he has admitted to being an alcoholic 0:14:40.600 --> 0:14:43.160 and has spoken very openly about his struggles with that 0:14:43.200 --> 0:14:45.840 and also his struggles with drug addiction. And as you say, 0:14:45.880 --> 0:14:48.840 it is kind of an awkward situation because he is 0:14:48.880 --> 0:14:52.280 a recovering alcoholic who runs an alcohol brand, and recently 0:14:52.320 --> 0:14:55.640 they have got quite inventive and creative with the ways 0:14:55.640 --> 0:14:58.320 they're promoting their brand. They're doing a lot of competitions 0:14:58.360 --> 0:15:01.520 in order to give away their their product, and that 0:15:01.560 --> 0:15:03.560 does get them into a little bit of trouble because 0:15:03.560 --> 0:15:07.520 there are rules around promotions of competitions which encourage heavy 0:15:07.520 --> 0:15:10.240 consumption of alcohol. Yeah, so one of their competitions is 0:15:10.240 --> 0:15:12.240 a little bit similar to the Charlie and the Chocolate 0:15:12.280 --> 0:15:16.120 Factory finding the Golden Ticket, except you I think it's 0:15:16.280 --> 0:15:18.800 using your smartphone. You scan the bottle of wine and 0:15:18.840 --> 0:15:22.040 if there's a some sort of gremlin or Genie or 0:15:22.040 --> 0:15:23.280 something I'd like a Pokemon. 0:15:23.400 --> 0:15:24.840 Yeah, some sort of character. 0:15:24.560 --> 0:15:28.360 Comes out, you win. I also think in terms of 0:15:28.440 --> 0:15:31.960 the competition, another interesting side of this whole thing with 0:15:32.000 --> 0:15:34.640 Mitchell is the fact that he's actually only twenty three, 0:15:35.160 --> 0:15:37.320 and when I was looking through the Instagram page that 0:15:37.360 --> 0:15:42.120 promotes his alcohol business, his girlfriend Chloe Zepp was obviously 0:15:42.400 --> 0:15:46.160 front of the promotion and she's only twenty one. So 0:15:46.440 --> 0:15:48.680 it is interesting because obviously, as we said, it's a 0:15:48.720 --> 0:15:51.840 self regulated system and it's based on people making complaints, 0:15:52.000 --> 0:15:54.400 but I don't think the everyday person would know that 0:15:54.400 --> 0:15:57.080 that's what the ruling is. So in that scenario, while 0:15:57.120 --> 0:16:00.880 they're sharing photos of Chloe Zepp, my understanding is both 0:16:00.920 --> 0:16:04.040 Mitchell and Chloe own the company. So in terms of 0:16:04.240 --> 0:16:07.000 people actually getting in trouble. They would probably get in 0:16:07.000 --> 0:16:10.120 trouble if they are breaching those guidelines because they're the owners, 0:16:10.120 --> 0:16:13.200 they're not just appearing as influencers. Well that's a really 0:16:13.200 --> 0:16:15.600 tough one though, because if you are a young influencer, 0:16:15.680 --> 0:16:18.200 lots of people make up their own brands. It is 0:16:18.240 --> 0:16:20.720 weird that you can be over eighteen be allowed to 0:16:20.760 --> 0:16:23.240 own the brand, but yet can't appear in the marketing. Well. 0:16:23.280 --> 0:16:26.040 Another very problematic campaign that has come up during COVID 0:16:26.160 --> 0:16:29.720 nineteen is a US beer company called Bush Beer. I 0:16:29.800 --> 0:16:32.000 hope I'm pronouncing that right, because I have not drunk 0:16:32.040 --> 0:16:33.960 a beer in my life for to pronounce Bush beer. 0:16:34.000 --> 0:16:38.760 It's b usc h, so I assume that's Bush anyway. 0:16:38.920 --> 0:16:41.840 So they've had a campaign where in order to win 0:16:41.920 --> 0:16:44.680 three months worth of beer, you have to foster or 0:16:44.760 --> 0:16:48.000 adopt a dog from a rescue center. Now, how many 0:16:48.280 --> 0:16:50.800 problematic issues does that bring up? I mean, are we 0:16:50.840 --> 0:16:52.840 going to have these dogs then having to find a 0:16:52.880 --> 0:16:54.840 new home once this campaign is over? 0:16:54.880 --> 0:16:55.640 Well, what's the issue? 0:16:55.680 --> 0:16:58.600 So you can have some competitions, but you can't have others. 0:16:59.040 --> 0:17:00.160 I thought it was that you you. 0:17:00.120 --> 0:17:03.640 Can't promote a competition where you're sculling alcohol. I'm more 0:17:03.680 --> 0:17:06.560 saying that this campaign is an issue because people are 0:17:06.560 --> 0:17:08.960 going to go out and buy a dog and then 0:17:09.000 --> 0:17:11.080 they are going to probably abandon the dog when they 0:17:11.119 --> 0:17:13.959 haven't won the competition. Specially if it's an alcoholic that 0:17:14.040 --> 0:17:17.000 really wants to win our year supply of beer, is 0:17:17.040 --> 0:17:19.840 it best that we get them to foster a dog. Yeah, 0:17:19.880 --> 0:17:21.879 I don't know. Well, the rule there is amy that 0:17:21.960 --> 0:17:25.840 marketers must not encourage the excessive or rapid consumption of alcohol. 0:17:25.960 --> 0:17:29.119 So where there are competitions, for instance, like Mitchell Orvil's 0:17:29.280 --> 0:17:31.600 where they're promoting you to find a golden ticket, that 0:17:31.720 --> 0:17:34.160 is encouraging you to buy more and more and more beer, 0:17:34.240 --> 0:17:36.880 so you couldn't do like a neck nomination as an 0:17:37.160 --> 0:17:40.640 Instagram competition. No, probably not anymore. It is interesting because 0:17:40.680 --> 0:17:44.359 the whole issue of influencers promoting alcohol is it is 0:17:44.480 --> 0:17:48.000 really glamorizing alcohol consumption. And I suppose in some way 0:17:48.040 --> 0:17:50.840 binge drinking and daily drinking. And if you look at 0:17:50.920 --> 0:17:55.119 laws surrounding the advertisement of gambling, you're actually not allowed 0:17:55.119 --> 0:17:57.440 to glamorize gambling. So it'll be interesting to see if 0:17:57.440 --> 0:17:59.920 there are laws in the future which stop the glamor 0:18:00.040 --> 0:18:02.760 rization of alcohol. I definitely think there needs to be 0:18:02.840 --> 0:18:05.560 those rules in place. Well, I think the interesting thing 0:18:05.640 --> 0:18:07.239 is that we always seem to be a little bit 0:18:07.280 --> 0:18:10.680 behind with the influencer industry. As we touched upon earlier, 0:18:11.040 --> 0:18:13.480 the Australian laws are very different to the UK and 0:18:13.520 --> 0:18:16.600 American laws and it's sort of reflected in one of 0:18:16.640 --> 0:18:19.240 the campaigns that has been launched by the Alcohol and 0:18:19.280 --> 0:18:22.439 Drug Foundation. So recently, off the back of the pandemic, 0:18:22.760 --> 0:18:25.920 they launched a campaign saying you haven't been drinking alone 0:18:26.119 --> 0:18:28.920 that was based on kids seeing their parents drinking in lockdown. 0:18:29.119 --> 0:18:32.080 The ads centered around kids on stage zoom calls and 0:18:32.080 --> 0:18:35.560 they were repeating commonly used adult phrases in regards to drinking. 0:18:36.080 --> 0:18:38.480 So it's quite interesting that there's this big focus on 0:18:38.840 --> 0:18:41.640 drinking in the home, but not so much on how 0:18:41.760 --> 0:18:45.000 kids are viewing drinking by influential people on the internet 0:18:45.000 --> 0:18:47.800 that are readibly coming into their home as well. Well, 0:18:47.880 --> 0:18:50.840 it's obviously working for alcohol companies because they keep doing it, 0:18:50.880 --> 0:18:53.760 so they're obviously seeing a return on their investment. Well, 0:18:53.760 --> 0:18:56.560