BMA calls for ban on alcohol advertising

The new BMA report, "Under the Influence", also renews the call for other tough measures such as a minimum price per unit on alcoholic drinks and for them to be taxed higher than the rate of inflation. Dr Vivienne Nathanson, head of BMA Science and Ethics, said: "Over the centuries alcohol has become established as the country's favourite drug. The reality is that young people are drinking more because the whole population is drinking more and our society is awash with pro-alcohol messaging and marketing. In treating this we need to look beyond young people and at society as a whole." Alcohol consumption in the UK has increased rapidly in recent years, for example, household expenditure on all alcoholic drinks increased by 81% between 1992 and 2006. The author of the report, Professor Gerard Hastings, has never seen alcohol so heavily promoted before: "Given the alcohol industry spends £800 million a year in promoting alcohol in the UK, it is no surprise that children and young people see it everywhere – on TV, in magazines, on billboards, as part of music festivals or football sponsorship deals, on internet pop-ups and on social networking sites. "Given adolescents often dislike the taste of alcohol, new products like alcopops and toffee vodka, are developed and promoted as they have greater appeal to young people." Nathanson added: "When the BMA initially called for a ban on smoking in all enclosed public places there were outcries but I doubt most people would want to return to the days of smoky pubs now. This shows that behaviour can change and this needs to happen with alcohol consumption." Wine Spirit & Trade Association chief executive Jeremy Beadles said this is going to have a huge impact on both consumers and those working in the industry: "The BMA says that it is not anti-alcohol yet with alcohol consumption falling since 2004 and Britain facing the worst recession since the 1930's they call for measures that would hit the pockets of millions of consumers and threaten the livelihoods of thousands of people working in the media, advertising, television, not to mention the drinks industry." "Britain already has amongst the highest taxes on alcohol in Europe. It should be obvious by now that higher taxation and higher prices don't curb alcohol misuse. The drinks industry is funding a major campaign to change drinking patterns amongst young adults. We believe culture change is more likely to be achieved through long term education and tough enforcement."