ISBA calls for an educational marketing push for alcohol

LONDON - Alcohol marketers in the UK have joined forces to table plans for a new educational marketing campaign today, designed to encourage responsible drinking without the need for further government restrictions.

ISBA calls for an educational marketing push for alcohol
ISBA calls for an educational marketing push for alcohol

ISBA, the association of British advertisers, has responded to the Government's 2007 consultation Safe, Sensible, Social which suggested more retailing coding might be required, by proposing "positive action" through ad campaign might make a more effective alternative.

Among the proposals currently being considered by the Government are restrictions on free tastings and happy-hour offers, as well as compulsory health warnings wherever alcoholic drinks are sold.

Ian Twinn, director of public affairs at ISBA, said further statutory regulation was unnecessary and that warnings in alcohol ads do not work.

Instead, he believes a positive industry ad campaign that complemented DoH's efforts, would "harness the power of advertising and marketing to reinforce the official alcohol strategy".

Twinn added: "It would deliver a new, voluntary consumer education campaign designed to help tackle alcohol misuse in our society by changing attitudes towards the social acceptability of drunkenness."

The association director also warned that any move to take alcohol ads away from the remit of the independent self-regulation body ASA, would only serve to damage "one of the best-funded and most rigorously enforced systems" in the world.

In June 2007, the Department of Health and the Home Office jointly launched an updated government alcohol strategy, setting out goals and actions to promote "sensible drinking" and reduce the harm that alcohol can cause.

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