UCL shocked by Jupiler advertising campaign on university campus
Wednesday, 15 October 2014
On Tuesday, one day before the 24- hour bike of Louvain-la-Neuve, the Catholic University of Louvain (UCL) and the association Univers Santé denounced the massive Jupiler publicity campaign conducted recently on the city campus. The 24 –hour bike ride is a Belgian festival organized by students from the Université Catholique de Louvain held every year during October in Louvain-la-Neuve. UCL stated that it was shocked by the distribution of thousands of flyers containing coupons with slogans such as “Good points deserve good pints.” For university officials, this type of campaign undermines the prevention work undertaken with various partners, including the students. For UCL and Univers Santé, an active association in student health at Louvain-la-Neuve, the distribution of these flyers by a brewing company in the college town just before the 24-hour bike contradicts the many initiatives taken to educate students about responsible alcohol consumption as well as measures taken to ensure festivities are as safe as possible.
“Women and young people are new targets for alcohol companies. Campaigns on campus are common, but when the misconduct is grossly apparent, then it is our duty to react. For me, the contents of the flyers, for example comparing beer to good grades, does not respect the 2005 Convention on alcohol advertising practices. I can not believe that a group like Inbev does not control its communications, “stated Martin de Duve, the director of the non-profit organization Univers Santé.