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.
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