Licensing reform will put spotlight on pubs' marketing codes

Mair: trade must take social responsibility' by Claire Hu Diageo is calling for the creation of an industry-wide body to research British drinking habits and promote more responsible advertising. Tony Mair, corporate affairs director of Diageo GB, is warning the trade could lose its commercial freedoms unless it can demonstrate to Government it is collectively taking social responsibility seriously. He believes licensing reform will put more pressure on suppliers and pubs to demonstrate what they are doing to reduce binge drinking ­ and dialogue with councils offers an effective avenue to formulate responsible marketing and pricing campaigns. "There are some aspects of drinking that are so deeply ingrained in our culture, I fear decisions are going to be made without policy makers having a deep understanding of consumer behaviour," Mair told the MA. "We as an industry have to a lot to lose, and are under more scrutiny than ever before. We haven't been communicating with Government about what we already do in terms of social responsibility." He said research needed to be conducted into the "fast consumption" habits of young people. Diageo was happy to take a lead on an initiative, but the trade had to work together, he said. Mair said: "We know younger people are drinking more, but we don't know why. And we can't make policy unless we know what we are trying to sort out." He said reducing binge-drinking made good business sense, as it would help consumers form a lasting relationship with brands. Mair admitted to frustration with operators who work against the "paced" drinking message the company is trying to promote. Diageo has launched a number of initiatives to drive home its marketing code to retailers, including training its sales team to communicate the sensible drinking message to licensees and building into supply agreements an expectation that retailers will promote products responsibly. Mair revealed the company had recently visited a pub that was promoting Archers in an overtly sexual manner, and persuaded it to take down posters. But he admitted the business, acting on its own, had little power to regulate pub promotions. Diageo is one of a number of companies and trade groups holding regular discussions with Government on its Alcohol Harm Reduction Strategy, expected to be published this summer.