Drinkaware looking to force pubs to remove its name from irresponsible ads

By Ellie Bothwell

- Last updated on GMT

Related tags: Alcoholic beverage, Law, South shields, Pma

Part of a poster from Trocaderos bar in South Shields
Part of a poster from Trocaderos bar in South Shields
Drinkaware is seeking legal advice on forcing pubs that promote irresponsible drinking to remove any mention of the organisation in their marketing material.

The alcohol charity said organisations that wish to refer to Drinkaware or its website must obtain prior consent and it already asks those that do not have a licence to use its logo to remove mentions of Drink-aware from its advertising.

It has now told the PMA​ that it is “in the process of getting legal counsel” to clarify what measures it can take if venues do not comply and refer to the charity in material that is in breach of its policies.

These breaches include: promotions that encourage consumption above the Government’s drinking guidelines; imagery or materials that promote the desirability or acceptability of drunkenness; and lobbying materials to change alcohol policy.

'Trivialising alcohol misuse'

The comments follow concerns raised by Colin Shevills, director at Balance, the north-east alcohol office, regarding Trocaderos bar in South Shields, Tyne and Wear. The venue included the Drinkaware website on a poster he claims “trivialises alcohol misuse” and treats “health and safety with contempt”.

The ‘Thursday night student hijack’ poster, which was uploaded on to the venue’s Facebook page two weeks ago, promotes deals for ‘£1 drinks all night’, ‘two doubles £5’ and states: ‘Got yourself drunk at Trocs? Woke up in someone else’s bed? Walk of Shame? F**k that, it’s the stride of pride.’

Drinkaware said it is going to contact the bar regarding the poster as a “priority”.

Talking to the PMA​, Shevills said: “Someone must step in. It’s not enough to put ‘Drinkaware’ in the bottom corner of a poster and say you’re acting responsibly.”

The PMA​ was unable to obtain a comment from Trocaderos, despite several attempts. However, the bar published the following statement on its Facebook page: “It would appear our recent poster has caused some offence. We can only apologise if you feel this way.”

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