PM calls for government message on drinks ads

by Gemma Charles, Marketing 11-Mar-08, 08:45

LONDON - Gordon Brown is pushing for all TV and cinema ads for alcoholic drink brands to run with an end frame promoting responsible drinking, in a proposal that has prompted criticism from the drinks industry.

A letter sent to key stakeholders by the prime minister last week, seen by Marketing, sets out the idea. 'I would particularly welcome the industry exploring and piloting the idea of an end frame containing Department of Health and Home Office messages for drinks brands' TV and cinema ads,' it states.

'This has potential to demonstrate partnership working between industry and government,' adds the letter.

The idea is understood to be popular with drinks lobby groups but has failed to win the support of some sections of the industry.

Bruce Ray, Bacardi Brown-Forman Brands director of external affairs, said his firm had yet to form a definitive view on the proposal, but said the warning could be 'quite offensive to consumers who drink moderately'.

Portman Group chief executive David Poley said: 'The end frame proposal is just one idea being considered. Any new initiative must deliver long-term change.'

Comments

Mark Griffiths - 11/03/2008

Long-term change is the goal. That may mean short-term irritation for those who drink moderately. However, most people who drink moderately want everyone else to drink moderately, so it only makes sense to put up with messages like this directed at people who drink irresponsibly for whatever reasons. The parts of the drinks industry who object to this are being disingenuous.

A D Crosthwaite - 11/03/2008

The average ASBO is likely to see end frames from The DOH and HO as a challenge, rather than helpful advice

Fred Perkins - 11/03/2008

This latest proposal is almost (but not quite) as stupid as riaisng the price of drinks as a way to stop kids drinking. Will raising the price stop the same 'cool' kids, with so much to spend on their clothes and gadgets, any more than a government warning on adverts?? ... But of course, it does allow Government Ministers to claim 'we take the problem seriously....'