Trade unites to make drunkeness unacceptable

Suppliers andl retailers are considering how their marketing can help to make drunkenness socially unacceptable following a summit meeting in London.

Companies were invited to support the development of an industry initiative aimed at positively influencing young adults' drinking at the meeting, convened by the Portman Group.

Government and industry representatives exchanged information on existing responsible drinking campaigns at the meeting, while attendees also examined the potential of social marketing to change the behaviour of young adults who drink irresponsibly.

The seminar was held as the Portman Group published a report, "Setting the Responsible Drinking Agenda" on the social responsibility work of the major drinks producers:

Speaking after the seminar, David Poley, Portman Group chief executive, 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 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."