New alcohol measures tackle irresponsible drinks deals - but not 'loss-leading'

Government officials today announced new measures to tackle irresponsible retailing practice such as 'happy hours' and 'buy one get one free' promotions. The measures will be delivered through a new code of practice that retailers will be legally obliged to comply with following findings that the existing voluntary code was widely flouted. Although the new mandatory code is yet to be produced, a Home Office/DoH press release announced key measures were to include:

• banning offers like 'all you can drink for £10'
• ensuring that customers in supermarkets are not required to buy very large amounts of a product to take advantage of price discounts
• ensuring staff selling alcohol are properly trained
• requiring that consumers are able to see unit content of all alcohol when they buy it
• requiring bars and pubs to have the minimum sized glasses available for customers who want them

But the announcements are likely to frustrate some groups, as the heavy discounting of alcohol by supermarkets will not be curbed, despite consultation responses identifying loss-leading by supermarkets as the most important issue to be addressed by the retailing code. Others had also called for minimum pricing measures which would help control loss-leading as well as the supply of 'high-alcohol low-price drinks' often targeted at binge and severely dependent drinkers.

The decision not to choose minimum pricing may be in part influenced by the current economic climate but is more likely to reflect a likely negative impact on the government's popularity; Jaqui Smith announced she did not want 'to stop the vast majority of people who enjoy alcohol and drink responsibly from doing so'.  However health lobbyists may criticise the lack of pricing control, especially following the review of the relationship between pricing and consumption by the University of Sheffield that has shown price is an effective control for alcohol related harm and would not adversely impact the majority of responsible drinkers. A recent BMJ report also advocated pricing control as more effective than treatment in further reducing alcohol harm.

It was also announced that local government and police partnerships are being given £3.5M to tackle alcohol-related problems with an extra £1.5M being given to high priority areas to assist with tackling under-age sales and communication campaigns.

The full consultation report, detailing responses and feedback from agencies and the public on the the new code and measures can be found here.

Comments

[james]

Thanks all for comments. I agree there is a need for better understanding, but this does not mean stright forward 'education' is effective. It needs to be targeted or done through brief interventions etc.

See here for an interesting verdict on effective policies:
http://www.alcoholpolicy.net/2009/09/who-releases-alcohol-strategy-guidance-for-european-states.html

[cure for alcoholism]

Hi there,

I guess yes, selling alcohol cheap will definitely encourage people to buy more, which will affect their health and there is a need for some programs to teach the consequences of alcohol.

Thanking You,
Shruti.

[ian whiteway]

www.alcoholmarking.co.uk

please leave a comment on this idea

[John-Barry Murphy]

I think education is the key. Increasing awareness of the dangers of alcohol to mind & body is a must! Also there should be more free treatment, counselling & advice available. GP's should be re-educated especially those from foriegn cultures where drinking alcohol is forbidden because they can't relate to alcoholics. I was given 6 months to live 5 years ago & if I had not stopped drinking I would not be writing this now.

[andrew j paterson]

I was fourteen when i started drinking in the 70s when alcohol was not cheap,it didn,t stop me.But if i knew the health risks i might of had a different view.Do people drink because its cheap maybe,but people drink because of a lack of knowledge of what its doing to they bodies.They have priced cigarettes so high you would think they are made of gold,but has everybody given up,no,they have gone to the blackmarket where it is cheaper.education is the key, putting more money in the goverments coffers is not.