Information and prevention work in other relevant

IQ

IQ-initiativet AB was founded in May 2005 and is an inde-pendent subsidiary of the Swedish Alcohol Retail Monopoly, tasked with finding new ways of reducing alcohol consump-tion in Sweden. The inspiraconsump-tion for IQ came from – among other things – the successful “Spola Kröken” (Flush the Bend) campaign from the 1970s, but this has been adapted to suit the attitudes and questions of today. IQ created a new concept for enhancing understanding – both in society and among individuals – of the risks of alcohol.

One central element of IQ’s work is to collect good examples and tell people about them, in order to inspire more people. IQ identifies and emphasises good examples of things that are done by both major and minor players in society. Good efforts are confirmed by being assigned to IQ projects. These IQ projects then spread inspiration to other people so that more people can do more. There are currently almost 1,000 IQ projects in operation all over Sweden. One thing they all have in common is the fact that they are individual initiatives run by enthusiastic people. Together, they have managed to influence many Swed-ish attitudes and aspects of behaviour with regard to alcohol.

This has led to thought, discussion and action.

IQ projects must meet the following criteria:

1. They must prevent or reduce alcohol problems and/or reduce alcohol consumption

2. They must be implemented in Sweden

3. They must focus in the first instance on people’s own activi-ties or their own local areas

4. They must focus on specific action, not just information.

5. They must have a purpose and a target that can be followed up

6. It must be possible to communicate them externally

All IQ projects are given their own IQ logos with a unique project number that they can use as much as they like.

Each IQ project is a specific activity which aims to prevent or restrict the harmful effects of alcohol. No matter what the size of the activity, every IQ project is a good example and acts as a role model. A company, an association, a municipality, an events arranger or any other type of organisation can imple-ment activities. All IQ projects are shown on the website www.

iq.se and can also be marketed in IQ’s campaigns, in printed matter, at seminars or in connection with other activities. The purpose is to explain what the IQ projects actually do so that more people can be inspired to do something, too.

IQ implements information campaigns in order to make people think and to pass on knowledge about alcohol and how it

af-fects us. The message is often carried by advertising films aimed at people in priority target groups, such as young adults aged between 18 and 25. IQ also implements campaigns for its own information-providing tools which can be found on the web-site, and which help people in various ways to develop more of an understanding of how alcohol affects us. The “calorie profile” converts alcohol into calories and also shows how much physical activity is required to burn up those calories. The

“alcohol profile” allows everyone to check their drinking habits and get an idea of any risks. They can also compare themselves with others. And they can use the “Fyllefilter” (Booze Filter) to avoid publishing embarrassing posts on Facebook and Twitter.

Denmark

6.3. Information and prevention work in other relevant

The Netherlands

6.3. Information and prevention work in other relevant groups

There has been occasional contact with the armed forces. It has been indicated that many nutritional supplements are used within the armed forces, and the Doping Authority has been asked for its advice regarding health risks. There has been occa-sional contact with the police regarding detection, and informa-tion has been requested by the police about doping-designated substances which they have seized.

Common contribution Summary of Chapter 6

The collection of data about the preventive work targeting the use of steroids among the countries contributing to the report shows that many different organisations are involved in preventive work and campaigns, e.g. NADOs, national health organisations and local institutions are involved in prevention.

However, it is also important that the parties involved in the prevention of risky behaviour in areas such as narcotics, alcohol and smoking start looking at steroids as an equally important problem.

It should be emphasised that the preventive work is not limited to campaigns but includes initiatives and interventions such as information about the side-effects of common fitness-doping substances, guidelines for doctors, parents and partners if ster-oid use is suspected, an anti-doping hotline, advice on ways to increase muscle mass in natural ways by means of training and diet, education of professionals, advice on anti-doping work in fitness centres, support for research in this area, conversations with users about treatment, etc.

Several different communication platforms targeting different groups and locations such as fitness centres are used in the pre-ventive work. The parties focus on identifying which commu-nication platforms will be seen and heard by the target groups and in which locations. It is therefore logical that most of the preventive work with AAS takes place in fitness centres, as this is where the users can normally be found. Experience shows that it is very important for the effectiveness of a campaign that the fitness centres cooperate and support the efforts.

The preventive work involves a number of different methods and tools. One of the methods is the positive angle that focuses on good alternatives, for example “100% pure hard training”

and “True Strength”. This method makes it clear to the users that there are valid alternatives to the use of steroids, while the sender tries to make it attractive to be “in” or “clean”. In this way, the sender tries to influence people to live healthier and less risky lives. Another and more fundamental approach to preventive work is to provide information about the potential

side-effects and in that way share the risk perception of the experts with the target group. The purpose is to ensure that the target group is well informed and on that basis, hopefully, makes healthy choices. In addition, “fear”, including a special focus on negative side-effects, can be used to motivate current and potential users to stay away from steroids.

Surveys in contributing countries show that there are variations in how well the individual methods work in relation to differ-ent target groups. However, the ongoing need to focus on the evaluation of initiatives and knowledge sharing to ensure that the work is carried out on the most professional and informed basis possible remains a challenge.

The preventive work in the area of steroids and fitness doping in general is largely financed by NADOs, ministries, national and local health and prevention organisations, the main sports organisations, the fitness industry and charitable foundations.

The chapter addresses trafficking in general, customs adminis-trations and the police action against production, distribution and sale of doping substances. In the first part the focus is on customs administrations. The chapter outlines the number of doping seizures, shipping, transit and destination countries and which doping substances the seizures contain. The action against doping substances calls for a joint and cohesive effort, and the chapter describes the workflow between the customs administrations and the police as well as the dialogue and co-operation between authorities in the EU. In the second part the focus is on the police action against doping and the available investigative tools.

Denmark 7.1. Customs

The Danish Tax and Customs Administration (SKAT) has contributed to the following section.

7.1.1 Where are doping seizures made?

SKAT primarily seizes doping substances at international mail centres. In addition, a substantial amount is found in courier mail and at airports (in luggage), while a small amount is seized in ports and at border crossings.

7.1.2. Any focus on doping?

In 2009, SKAT became part of the National Network against Anabolic Steroids (see 6.1). This led to close collaboration be-tween Anti Doping Denmark and SKAT regarding anti-doping work in the form of ongoing counselling, education about illegal substances, etc.

This close collaboration resulted in increased knowledge among relevant staff at SKAT and an increased focus on the illegal doping substances, and quickly produced results in the form of more doping substances being seized on their way both in and out of the country. In addition, SKAT has distributed through-out the customs network profiles of chemicals and other sub-stances that may be legal but can be used to manufacture illegal doping substances. When such substances are identified, SKAT examines whether the products are standard for the production of the company in question. If not, the matter is investigated further and relevant information passed on to the police. This has so far resulted in the discovery of at least one illegal doping laboratory in Denmark.

As a consequence of the positive results, SKAT decided in 2010 to target doping substances in its control work and therefore