Alcohol marketing may be axed soon as campaigners demand same restrictions as HFSS

Alcohol advertising and marketing seem to be under threat as campaigners are calling on the UK government to take action to tackle overexposure to alcohol marketing, bringing it in line with WHO recommendation.

The demand has been raised by Alcohol Health Alliance (AHA). The group wants Health and Care Bill’s HFSS regulation- which will restrict advertising and promotion on high fat, salt and sugar products- to cover alcohol as well.

AHA has released a report which claims that “constant bombardment” of alcohol marketing makes it difficult for people in active addiction and recovery as well as it leaves an impression among children and vulnerable people.

Alcohol brands rely heavily on TV ads with around 650,000 alcohol ads shown on TV every year, with almost half run before 9 pm which is peak viewing time for children, says the report.

Apart from TV ads, alcohol promotions are also visible online as well as sports and musical events. Online advertising, meanwhile, is the fastest growing advertising medium in the UK. 

The campaigners are demanding to include alcohol in the Health and Care bill under which from October next year, advertising will be restricted for high fat, salt and sugar food including 9pm watershed on TV.

AHA further pointed out that the current self-regulation methods on marketing of alcohol products are “inconsistent” and “ineffective” which fails to protect children and vulnerable people.

Meanwhile, industry’s self-regulator Portman Group, funded by AB InBev, Asahi, Bacardi, Daigeo, Hieneken and Pernod Ricard, has claimed that the group’s code has ensured that alcohol marketing is directed only at adults and does not appeal to vulnerables.

Tom Harvey, co-founder of drink marketing agency YesMore said that issue of alcohol abuse is complex and marketing doesn’t stand alone though he agreed that alcohol advertisements can be triggering for many people.

“Brands and platforms need to work more closely to ensure age gating is universally implemented,”