Govt outlines £10m ad crackdown on excessive drinking

The campaign will break this summer and run for three years. Phase one
will be to advise people to "know your limit" based on the Government's
sensible drinking guidelines. It will challenge widely held erroneous
views, including that one glass of wine equals one unit of alcohol.

Phase two is expected to include graphic warnings about the "social and
health risks" about drinking too much in a way that people can
immediately identify with.

A Department of Health spokesman said: "We do not want to preach on this
issue. Instead, we are trying to inform and support people to drink
sensibly.

"The most important thing is to enable people to take control of their
own alcohol consumption, equipped with the best advice for them to do
so."

Smith also hinted at a tighter voluntary code for alcohol ads, now being
reviewed by the Government. "People are increasingly asking whether the
approach to alcohol sales, marketing and promotions is as responsible as
it needs to be," she said.

The Home Secretary added that the Department of Health was reviewing
whether or not there is a direct relationship between the price of
alcohol, the way it is promoted and advertised, and the harm it causes.