Calls for alcohol ad ban in major policy rethink

by Daniel Farey-Jones, Brand Republic 14-Sep-06, 08:50

LONDON - Government advisers are calling for a crackdown on the £200m alcohol advertising and sponsorship sector as part of a radical rethink on young people and drugs.

The Advisory Council on the Misuse of Drugs has in the past focused more on drugs such as cocaine and cannabis, but has turned on alcohol and tobacco after deciding the harm these legal substances cause can not be ignored.

Its new report, 'Pathways to Problems', pins the blame for the increase in drinking among young people on glamorous advertising, cheap prices, ineffective education and shopkeepers flouting age restrictions.

"Of all the drugs, alcohol has shown the most recent growth in use and causes the most problems among young people today," the report said. "It is also the least regulated and the most heavily marketed.

"Of all the psychoactive drug producers, the alcohol industry is at present uniquely able to market its products with all the creativity and resources it can muster.

"The industry spends about £200m annual on promoting a very misleading picture of the realities of alcohol consumption."

It has recommended a ban on TV and cinema alcohol advertising to the under-18s, as well as on sponsorship by drinks companies of sports and music events.

This would hit events such as the Carling Weekend music festivals and rugby union's Heineken Cup.

In place of drinks ads, the government should step up campaigns warning people of the dangers of using alcohol, tobacco and other drugs.

Other recommendations are for alcohol to be priced out of young people's reach through progressive increases in tax duties and the legal smoking age to be raised from 16 to 18.

The drinks industry has funded messages about responsible consumption through the Portman Group, and through the group's new charity spin-off, the Drinkaware Trust.

This year, the industry pledged £12m over three years to the charity and is promoting its website on packaging and in ads.

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