Call For Ban On Alcohol Advertising Meets Stiff Opposition
The British Medical Association’s calls to ban alcohol advertising in an attempt to combat the rising levels of binge drinking among young people, have been met with fierce opposition from the drinks industry.
The ban was called for at the BMA’s annual conference yesterday, where medical student, Leigh Bissett, claimed: “Alcohol inflicts huge damage to society and at least 4,000 deaths last year were directly related to alcohol and over 28,000 indirectly.”
He added: “Alcohol adverts associate drinking with pretty women, sophisticated men and glamour, not the reality of the damaging effect of liver disease and violent behaviour.”
Alcohol advertising is currently regulated by the Advertising Standards Authority and the Independent Television Commission, as well as by the industry’s own self-regulatory body, The Portman Group. However, consumer groups and medical bodies claim the regulation is “toothless” and insist the only way forward is a complete ban on the advertising of alcohol.
Bissett claimed the current regulation is by no means strong enough and said: “Children are exposed to this advertising and it has a damaging effect on society. Advertisers need to start taking responsibility for the environment around them and the consequences of glamorising substance abuse.”
In response to the BMA’s comments, a spokesman for The Portman Group, said: “We don’t think there is a need for more restrictions on alcohol advertising as the industry abides by the current regulations well. Alcohol is a legal product which lots of people enjoy and there is a clear and responsible way of marketing it.”
The argument holds little weight with Alcohol Concern, a UK based charity, which estimates the drinks industry spends £227 million a year on marketing. In contrast the Government spends £1 million on materials designed to educate citizens to the damage caused by alcohol abuse, which is thought to cost the NHS around £3 billion a year.
Bissett added: “Advertisers aim to make profits regardless, in contrast we, the BMA, aim to protect the welfare of the public. It’s not going to be a quick fight, but we will lobby the Government for an end to alcohol advertising in the same way we ensured an end to tobacco advertising.”
The Government is currently considering a clampdown on the advertising of alcohol as part of its National Health Strategy (see Government Considers Clampdown On Alcohol Advertising). Last year the Portman Group also moved to tighten the existing guidelines regulating the advertising of alcohol (see Alcohol Brands To Face Tougher Restrictions).
Portman Group: 020 7907 3700 www.portman-group.org.uk
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