The Quebec population’s relationship with alcohol is changing. At least, that’s what the alcohol sales data seems to show. The Société des alcools du Québec (SAQ) has been experiencing a decline in the volume of alcohol sold, particularly wine, for several years. Additionally, non-alcoholic beers now represent 15% of the total beer market.
It might be time to have a collective reflection on the place given to alcohol in Quebec in this changing context. This starts with the place given to the main stakeholders in the alcohol sector in the public space in order to adequately inform the population.
The recent revelations of Duty on the refusal of the Quebec government to impose administrative sanctions on drivers with an alcohol level between 0.05 and 0.08 shed light on Éduc’alcool’s position. The organization is also opposed to this measure, although it is defended by numerous experts. It is well known in the alcohol community: Éduc’alcool often has positions that straddle public health and the industry. This is the case with drunk driving and the health benefits of moderate consumption, as demonstrated this week in the pages of Duty.
Given its positions and its vague connection with the industry, Éduc’alcool occupies a disproportionate and insidious space in the media. We remember that the Radio-Canada ombudsman intervened since the organization had been designated as a public health organization for several years on the airwaves of the state corporation, which it is not. Hugo Meunier’s documentary Burst the ball had also called into question the place of Éduc’alcool and its promotion of moderation.
The request to stop public funding of Éduc’alcool by the opposition parties Thursday in the National Assembly supports the need to rethink our relationship with alcohol, but also the role that the State plays in it. Since the creation of Éduc’alcool, the SAQ has gradually abandoned its social responsibility by focusing on its commercial vocation. Moderate consumption has established itself in Quebec thanks to advertisements from Éduc’alcool and tempting promotions from the SAQ. However, this was done without taking into account new research on the health and social repercussions of alcohol.
The monopoly of the SAQ and the place of Éduc’alcool make the debate on alcohol in Quebec unequal. When the time comes to question the role of the State in the regulation surrounding consumption, the balance generally tilts towards the industry’s argument. The dismissal served by Minister Geneviève Guilbault on the question of sanctions to be given to drivers whose alcohol level exceeds 0.05 is consistent with this trend. Indeed, this measure would probably have a detrimental effect on the sale of alcohol, particularly in bars and restaurants.
It is therefore time to have a transparent and equitable reflection on the place of alcohol in Quebec. Let’s give public health a more important place in the media space, and let the population be better informed so that they can make an informed decision.
Several possible solutions are available to us to rethink our relationship with alcohol. First of all, the commercial vocation of the SAQ deserves to be questioned. Other similar agencies around the world have public health and prevention as their primary vocation. This could inspire Quebec and reestablish this balance of power with the alcohol industry. The place of advertising and promotion of alcoholic products could also be reviewed in this context. And, of course, drunk driving penalties need to be publicly debated rather than dismissed without consideration.
We deserve to reflect on this close relationship we have with alcohol. This reflection must be supported by transparent scientific data so that consumers can make an informed decision. The government of Quebec must act in this direction, through measures that will not take the arguments of the alcohol industry out of proportion.
This is an important reflection that needs to be made — and preferably not over a drink.