Editorial: Don't blame ads for the nation's drink problem

Campaign 25-Jan-08

The shocking death of a father-of-three, who was kicked to death by a gang of drunken youths, provides yet another warning of the emotionally charged market within which alcohol advertisers must operate.

A police chief has linked Garry Newlove's murder with the availability
of cheap, strong alcohol. Doubtless, his comments will strike a chord,
although it's debatable that drink alone could have provoked such an

incident in an area of Warrington where both vandalism and violence are

endemic. Had that same police chief drawn a parallel between what
happened with alcohol advertising then called for it to be banned, the
lobbyists would have had a field day.

No matter that the regulations governing the promotion of alcohol in the
UK are among the tightest in the world. Nor is it likely that that the
immediate banning of alcohol advertising would do anything to reduce the
amount of anti-social behaviour that binge drinking causes.

Nevertheless, alcohol marketing remains under close scrutiny. While the
Portman Group, the alliance of alcohol manufacturers that promotes
sensible drinking, has done much work in presenting the industry as
responsible and accountable, past indiscretions by a few rogue
advertisers will prove hard to live down. Against this, it's vital the
industry is seen as squeaky clean. Should the Government opt to act on
the demand from some MPs for a ban on alcohol ads in cinemas before
films with a certificate below 18, it's doubtful there would be many
dissenting voices. But there is only so much that can be done.
Binge-drinking, and the social disorder that accompanies it, will show
no major reduction while "happy hour" special offers proliferate.

The alcohol industry must keep proving it conducts itself properly
because there will always be those seeking to prove otherwise. Showing
them that the nation's drink problem has much wider causes will always
be an uphill struggle.