Key Summary
Prime minister Keir Starmer has U-turned on his 10-year plan to ban alcohol advertising and is focusing just on labelling following outcries from the drinks industry and a warning that it would jeopardise the UK’s trade deal with the US.
Public health measures around alcohol advertising which was reported to be a possible part of the government’s 10-year plan for the NHS have been left out after pushback from Treasury and business ministers concerned about the impact on the economy.
The report titled "10 Year Health Plan for England: fit for the future" released today (July 3) states that the government aims to "tackle harmful alcohol consumption by introducing new standards for alcohol labelling.
"We will support further growth in the no- and low- alcohol market," states the report.
Tougher health warnings telling drinkers that 'alcohol causes cancer' are being considered, but there is unlikely to be a blanket requirement for them to be carried on bottles.
Media reports state that ministers are considering to adopt the Ireland's model, where alcohol packaging will soon be required to carry labelling warning of a “direct link between alcohol and fatal cancers”.
It was reported earlier that government is considering to bring in restricted advertising for alcohol. The news followed a furious response from the industry, which urged ministers not to add to burdens after a rise in national insurance and the minimum wage.
The plan had received widespread backlash from members of the drinks industry, with many US drinks companies complaining that a ban would make it impossible for them to break into the UK.
This would give an advantage to established UK brands and therefore break the terms of Starmer’s trade deal with President Trump.
Emma McClarkin, chief executive of the British Beer and Pub Association, told ministers of “extreme concern” in the industry, criticising advertising restrictions as “disproportionate, misguided and economically damaging” and warning they could lead to bankruptcies.
She pointed to figures showing under-age drinking at record lows as young people turned away from alcohol.
“The beer and pub sector is not just an economic engine; it is a cornerstone of British culture and sport,” McClarkin said. “These proposals were not included in the Labour Party’s 2024 manifesto and risk being widely perceived as anti-growth and anti-business.”
A spokesperson for Portman Group, which represents the alcohol industry, said in a statement, “The vast majority of people drink within the chief medical officer’s weekly guidelines.
"As such, we’re not in favour of broad, sweeping measures that impact that moderate majority whilst ignoring the needs of those who drink at the most harmful levels.