Mitchell Andrew D, Casben Jessica
Melbourne Law School, The University of Melbourne, Victoria, Australia.
Addiction. 2017 Jan;112 Suppl 1:109-116. doi: 10.1111/add.13606. Epub 2016 Dec 6.
Following calls for restrictions and bans on alcohol advertising, and in light of the tobacco industry's challenge to Australia's tobacco plain packaging measure, a tobacco control measure finding support in the World Health Organization (WHO) Framework Convention on Tobacco Control, this paper considers what role, if any, an international alcohol marketing code might have in preventing or reducing the risk of challenges to domestic alcohol marketing restrictions under trade rules.
Narrative review of international trade and health instruments and international trade court judgements regarding alcohol products and marketing restrictions.
The experience of European trade courts in the litigation of similar measures suggests that World Trade Organization rules have sufficient flexibility to support the implementation of alcohol marketing restrictions. However, the experience also highlights the possibility that public health measures have disproportionate and unjustifiable trade effects and that the ability of a public health measure to withstand a challenge under trade rules will turn on its particular design and implementation.
Measures implemented pursuant to international public health instruments are not immune to trade law challenges. Close collaboration between health policymakers, trade officials and lawyers, from as early as the research stage in the development of a measure to ensure a robust evidence base, will ensure the best chance of regulatory survival for an international marketing code.
在呼吁对酒精广告进行限制和禁令之后，鉴于烟草行业对澳大利亚烟草平装措施的挑战，烟草控制措施在世界卫生组织（WHO）《烟草控制框架公约》中得到支持，本文探讨了国际酒精营销规范在根据贸易规则预防或减少对国内酒精营销限制提出挑战的风险方面可能发挥的作用（如有）。
对关于酒精产品和营销限制的国际贸易与卫生文书以及国际贸易法院判决进行叙述性综述。
欧洲贸易法院在类似措施诉讼中的经验表明，世界贸易组织规则具有足够的灵活性来支持酒精营销限制的实施。然而，该经验也凸显了公共卫生措施可能产生不成比例且不合理的贸易影响，以及公共卫生措施在贸易规则下抵御挑战的能力将取决于其具体设计和实施方式的可能性。
根据国际公共卫生文书实施的措施并非免受贸易法挑战。从措施制定的研究阶段开始，卫生政策制定者、贸易官员和律师之间密切合作，以确保有充分的证据基础，这将为国际营销规范的监管生存提供最佳机会。
