Dr. Norah Campbell:

I will only take a minute to respond to one of the Senator's comments. Marketing is enchantment. The whole point in teaching marketing 101 is magic. It is about making things look, feel and seem better than they are in reality.

That is, quintessentially, what every marketer has to do, whether they are selling window insulation or Ugg boots. When we start breaking it down, as my colleague in the ASAI is doing, what we will end up doing is chasing our tails the whole time. We will become completely stuck in red tape of in terms of asking what the context is for various issues and whether different things are permitted. What would end up happening is that, inadvertently, the Government and the regulator would become Big Brother and the ones towards which invective and frustration permeate. Ironically, a ban stops that and allows the Government and regulators to step back in the full knowledge that these are rules rather than conventions that have been simultaneously agreed upon and not agreed upon.

A significant amount of research has shown that if "Enjoy alcohol sensibly" is written on a product, what the consumer reads is "Enjoy alcohol". When the consumer is advertised a product that states it is 0.0% alcohol, the consumer does not see the product but, rather, sees the brand. What that does is it increases relevancy. Relevancy and saliency are the two big psychological terms marketers want to achieve. That is why they advertise everywhere and it is why we do not think about Foster's beer or Levis' jeans as they simply do not advertise anymore. When something is in the ether, it is constantly in one's mind and it becomes a top-of-mind, available choice set. I will be clear that this is so systemic that it cannot be corrected by appeal to certain aspects of advertising. It has to be a full ban if we listen to the science and believe it.