Charity slates trade's £100m responsible drinking campaign

Alcohol Concern has hit out at the industry's £100m responsible drinking campaign.

Chief executive Don Shenker said it is a "poor substitute" for the proposed mandatory alcohol retailing code.

The £100m Campaign for Smarter drinking campaign will see outdoor advertising, signs, drink mats in pubs, on-pack and point of sale displays in shops to deliver a responsible drinking message under the strapline "why let good times go bad?"

It's set to last more than five years and has been developed by more than 45 companies, including pub operators and drinks producers.

Shenker said: "The drinks industry has a very poor track record of adhering to Government agreements to raise alcohol awareness. Both in terms of previously agreed funding for the Drinkaware Trust and labelling of alcohol products, the drinks industry fell far short of intended targets.

"This new initiative appears to be yet another example of the drinks industry trying desperately to avoid mandatory legislation to pass on health information to consumers.

"Government would serve the interests of consumers better by legislating to ensure that alcohol retailers clearly display unit and health information on the risks of excessive drinking. What this initiative is offering consumers is a poor substitute.

"Drinkers should all be able to make healthy informed choices about our drinking; we urge the government to use the powers it would gain through the new mandatory code on alcohol sales rather than once again rely on the promises of the drinks industry."