Industry's £100m responsible drinking drive

The drinks industry is spending £100m on a responsible drinking campaign, which is set to run for five years.

It initiative represents the largest ever media spend on responsible drinking messages. Developed by more than 45 companies as the Campaign for Smarter Drinking, it is launched in partnership with the charity Drinkaware and the Government and is intended to run for five years.

The first set of ads nationwide will be launched later this year in pubs, supermarkets and high street retailers. The campaign is supported by major alcohol producers, retailers, supermarkets and trade associations.

The campaign will use outdoor advertising, signs, drink mats in pubs, on-pack and point of sale displays in shops to deliver its message under the strapline "why let good times go bad?"

A statement said: "It is designed to maximise the potential offered by the direct relationship drinks brands have with consumers.

"The campaign will not talk down to young adults or tell them what to do, which has been shown not to work. Instead it will emphasise the benefits of responsible enjoyment and offer practical tips such as reminders to drink water or soft drinks, eat food and plan to get home safely."

Jonathan Neame, chief executive of Shepherd-Neame and signatory of Campaign for Smarter Drinking, said: "For years people have asked what needs to be done to encourage a responsible drinking culture in Britain and reduce alcohol misuse among young adults.

"This initiative is part of the answer and the drinks industry is in a unique position to help deliver such a shift in our culture. In the end, we can only achieve change if people take responsibility for their own behaviour and this campaign will help them make informed choices."

Health Secretary Andy Burnham and Home Secretary Alan Johnson have confirmed they will support the Campaign for Smarter Drinking in its launch year. Further support will be conditional on the results of an independent audit of the campaign's funding and effectiveness, as well as a review of future funding commitments from the industry for Drinkaware.

Burnham said: "While the vast majority of people who drink enjoy alcohol in moderation, we're facing a growing public health problem where people are regularly drinking too much or are dependent on alcohol.

"Clearly the industry has a responsibility to play their part in tackling this problem and I hope this campaign will make a real difference to people's attitudes to drunkenness and their drinking behaviour."

Home Secretary Alan Johnson said: "Alcohol-related violent crime has fallen by a third since 1997, but no-one is suggesting the job is done and educating people about the dangers of binge drinking is a responsibility not just for the Government, but for us all. That is why I am pleased that the industry is making a commitment to do exactly that.

"This campaign will complement the wide range of actions we are already undertaking to address binge drinking, including giving police more tools and powers to tackle disruptive drinkers and consulting on new rules to ensure that businesses that sell alcohol are doing it responsibly."

Commander Simon O'Brien, Association of Chief Police Officers lead on alcohol licensing, said: "The Association of Chief Police Officers have consistently said that there needs to be a real culture change in attitudes to binge drinking. The police are there to enforce the law when, a few people step well over the line, often because they are well over the limit. This campaign has our support as it asks people to think about their own behaviour, to drink sensibly, and to enjoy their time socialising."

See the press advert here