Drinks firms to tackle drunkenness
Drinks producers are looking at plans to make drunkenness socially unacceptable among young adults through marketing.
This followed a Portman Group-hosted seminar yesterday, where Government ministers and trade leaders shared information on responsible drinking campaigns.
Drinks firms are invited to support an industry-wide scheme to influence the drinking culture of young adults and discourage drunkenness.
It comes as Portman Group reveals that responsible drinking messages appeared on three billion drinks containers, and on £150m-worth of advertising, in 2007 alone.
That information is included in a new report from Portman describing the work done by producers and retailers to tackle problems associated with alcohol.
Portman chief executive David Poley said: "Companies recognise the level of public concern surrounding the harms associated with some young adults' drinking.
"Speakers at the seminar demonstrated how marketing can be used to positively influence young adults.
"There's been a growing movement among industry over recent months to use its marketing to promote responsible drinking. A number of companies have developed their own campaigns.
"Companies are using their marketing to promote responsibility messages and they are also funding The Drinkaware Trust.
"Despite this, there is a real appetite among some companies to do more. Having a complementary approach with Government and The Drinkaware Trust is vital. We recognise the importance of sharing expertise and establishing common goals with our partners.
"We hope to develop an initiative aimed at young adults that can be supported by producers, retailers and media owners. This will demonstrate our shared commitment to making drunkenness socially unacceptable."
