Doctors call time on alcohol advertising

Alcohol consumption in the UK has increased rapidly in recent years, now doctors are calling time on all forms of alcohol advertising.

In addition to a total ban, the British Medical Association is asking for an end to promotional happy hours and BOGOF deals.

Head of BMA Science and Ethics,  Dr Vivienne Nathanson said: “Over the centuries alcohol has become established as the country’s favourite drug. The reality is that young people are drinking more because the whole population is drinking more and our society is awash with pro-alcohol messaging and marketing. In treating this we need to look beyond young people and at society as a whole.”
The World Health Organisation (WHO) found alcohol to be responsible for more than 60 related medical conditions and the leading risk factor for death and disability in developed countries after tobacco and blood pressure.

Between 1992 and 2006, household expenditure on all alcoholic drinks increased by 81 per cent.
Professor Gerard Hastings believes that never before has alcohol been so heavily promoted.

He says: “Given the alcohol industry spends £800 million a year in promoting alcohol in the UK, it is no surprise that children and young people see it everywhere – on TV, in magazines, on billboards, as part of music festivals or football sponsorship deals, on internet pop-ups and on social networking sites. Given adolescents often dislike the taste of alcohol, new products like alcopops and toffee vodka, are developed and promoted as they have greater appeal to young people.

“All these promotional activities serve to normalise alcohol as an essential part of every day life. It is no surprise that young people are drawn to alcohol.”

A new BMA report, “Under the Influence” renews the call for tough measures including minimum price per unit on alcoholic drinks.