The alcohol industry has been threatened with further legislation if the Government finds “compelling evidence” that price promotion and advertising drives drinking problems. The veiled threat comes as the Government commissions an independent national review looking at the relationship between alcohol prices, promotions and drinking problems.
The review has been revealed as part of the Government’s National Alcohol Strategy, announced by Home Office Minister Vernon Coaker and Public Health Minister Caroline Flint this week. The announcement reinforces the Government’s commitment to reducing alcohol fuelled crime and disorder, and tackling binge drinking. It launched the first Alcohol Harm Reduction Strategy in 2004.
As part of the new strategy the Department of Health will continue the existing “Know Your Limits” advertising campaign. The new campaign will not only focus on 18 to 24 year olds but will also target a wide range of ages and types of drinking, such as warning pregnant women of dangers of drinking.
A Government statement says: “New advertising activities will be developed as we deepen our understanding of drunkenness following campaign tracking and our social marketing research.”