Alcohol Policy UK

North East has highest rate of Young People in alcohol treatment say Balance

Balance North East say the region has the highest rate of young people under 18 years old in specialist alcohol treatment in England - more than twice the national rate. Balance are calling for people to sign a petition to protect children and young people from alcohol advertising.

In the North East more than 600 young people were in treatment in 2010-2011, 7% of the total number of all people in treatment in the region. Colin Shevills, Director of Balance, stated the "Our children are vulnerable, with a higher likelihood of being a victim of crime, of unprotected sex, saying yes to drugs and damaging their education and potentially their future."

Balance have relaunched their campaign to urge the Government to do more to "turn the tide" of binge drinking. Key areas it says need to be addressed include the prevention of alcohol advertising aimed at young people; the prevention of alcohol advertising on TV and at the cinema; prevention of alcohol marketing on social networking sites and the ending of sponsorship by the alcohol industry of sports and young people's events.

The generally accepted picture that everyone drinks needs also to be challenged, urged Melanie Souter, Manager of Matrix, a young person's service in the NE. "Alcohol is now more accessible to young people with reinforced messages that it's OK to drink to excess", she explained.

The call for action from Balance follows recent concerns that the Responsible Marketing Pact is not robust enough to tackle young people's exposure to alcohol. In 2009 the British Medical Association published Under the influence: The damaging effect of alcohol marketing on young people. Alcohol Concern have also campaigned on the issue.

Scotland passes minimum pricing bill; Irish health minister announces ban on alcohol sports sponsorship

The Scottish Government has passed the Alcohol Minimum Pricing Bill, meaning a 50 pence minimum unit price (MUP) could be in place north of the border by April next year. The Bill requires Royal Assent and still faces the threat of potential legal challenges as warned of by sections of the alcohol industry.

A 50 pence MUP would set a minimum floor price for an average strength bottle of wine at £4.69, vodka at £13.13 a bottle (70cl) and a standard four-pack of lager would need to cost at least £3.52. The Bill sets a minimum price for a unit of alcohol as a condition of licence.

However most drinks would be unaffected, especially those sold in pubs and restaurants. The minimum price would not be raised for at least two years and is reported to include a "sunset clause". The move is expected to save lives and reduce crime based on evidence linking price and consumption and modelling work by the University of Sheffield.

See reports from the BBC, Telegraph, Guardian and the Herald.

Irish health minister announces ban on alcohol sports sponsorship

Roisin Shortfall, Irish Minister of State for Health, has announced that alcohol sponsorship of sports will soon end. The announcement was prompted by calls from Fianna Fail to address alcohol issues in the wake of a worrying report on young people's mental health in Ireland.

Recent research by Headstrong/UCD found that young people who drink excessively were at risk of depression, severe anxiety and stress. The survey found that 38% of 12-25 year olds had problem or harmful drinking, and 7% showed signs of dependence. There was also a particular risk of suicide with young people who drank excessively.

Ms Shortfall said emphatically that there was "no room for ambivalence" on the issue. She said that although currently there were still contractual agreements in place, she would seek to phase out alcohol sports sponsorship as soon as possible.

The full recommendations of the National Substance Misuse Steering Group include a ban on all alcohol sponsorship of sporting activities and large outdoor events, outdoor advertising of alcohol, higher excise duties on some alcohol products and the introduction of minimum pricing.

'Responsible Marketing Pact' aims to protect children from alcohol marketing

The European Centre for Monitoring Alcohol Monitoring (EUCAM) has delivered a luke warm response to the Responsible Marketing Pact. The pact was trumpeted to be the first time that common standards would be implemented throughout the EU. The standards would protect young people from undue exposure to alcohol and prohibit marketing being directed at minors. The alcohol industry had claimed that self-regulation is working, and should be expanded.

However AMMIE (Alcohol Marketing Monitoring in Europe) at the EUCAM conference in March, warned against mere "window dressing" and called for an outright ban on advertising. Their research showed that on average each minor in the 5 countries they researched (Germany, the Netherlands, Italy, Bulgaria and Denmark) were exposed to 44 alcohol commercials in 2 months. They noted numerous violations of the 30% rule, whereby advertising should only be allowed where under 30% of the population are minors. In practice, they insist, there is nowhere in Europe where there is a population group consisting of more than 30% minors, meaning that alcohol advertising can go unchecked.

EUCAM thinks that the measures will not protect minors nor result in advertising being made unattractive to youngsters. AMMIE has concerns that alcohol advertising, though not specifically targeted at young people, can nevertheless be appealing to them. The use of humour, cartoons and party scenes in adverts draw in the interest of young people. However, they feel that advertising companies circumnavigate the rules, leading to 71% of complaints against alcohol advertising to be rejected.

Alcohol Concern's 2010 conference "Is drinking damaging childhood" noted that the power and influence of the alcohol industry needed to be tackled if any real progress were to be made in this area. Alcohol Concern also based 2010 Alcohol Awareness Week on the impact of alcohol marketing. Last year it published the report New Media, New Problem suggesting children are at risk of being exposed to alcohol marketing and pro-drinking messages via the internet.

In 2009 the British Medical Association published Under the influence: The damaging effect of alcohol marketing on young people. The former AERC also published a report in 2009 which highlighted how alcohol advertising linked alcoholic drinks with fun, humour and being the "social glue" for young people.

In England, the progress of a Private Members' Bill on alcohol marketing has been halted, as it failed to complete its passage through Parliament.

Latest publications: IAS Alcohol Alert 2012 issue 1; Alcohol Focus Scotland 'In Focus'

The latest Alcohol Alert Issue 1 2012 from the Institute of Alcohol Studies (IAS) is now available. See the cover story Coalition pioneers minimum unit alcohol pricing or also in the issue reports on: 

• Promoting lower strength drinks
• NHS Alcohol Statistics: the war of numbers
• Disappointing results of Alcohol Arrest Referral Schemes
• UK Alcohol-related deaths rise in 2010
• More people dying from liver disease than ever before
• Heavy drinking on the decline
• Mayor welcomes new approach to alcohol-related crime in London - but says more is needed

The Spring 2012 edition of Alcohol Focus Scotland's newsletter, In Focus, is available to download now.

The edition features:

• an update from the Chief Executive
• the latest on Scottish, UK and European alcohol policy
• an update on our work to support practitioners working with young children
• alcohol awareness training for non-specialist staff
• our new licensing toolkit and Licensing Board Member training

Department of Health seek partners for social marketing acitivity with young people

The Department of Health (DH) has set out its business priorities for the year ahead in its 2012 Corporate Plan. It includes commitments to improve and promote health and wellbeing, including campaigns acitivity around alcohol and lifestyle choices.

As highlighted in the recent Government Alcohol Strategy it commits to social marketing activity with young people and is seeking services to work with the campaign.

Young people face a range of challenges and pressures as they reach adolescence, during which many choose to smoke, drink, experiment with drugs and have sex for the first time without access to the right information or a candid discussion with a trusted adult.

Accepting that young people will be curious about new experiences, we need to build within them some resilience, so that they can make more informed choices. 

As part of this activity, we would like to work with organisations from all sectors to develop best-practice marketing solutions and a partnership campaign with direct access to young people and those that work with them.

Contact [email protected] if you represent an organisation or brand that works with, or has access to, young people and would like to work with the DH on this activity.

Earlier this year the DH launched the Change4Life alcohol campaign 'Don't let the drink sneak up on you'.

Ten communities recieve DCLG funding to tackle binge and underage drinking

The 10 communities that will receive funding for work to tackle binge and underage drinking have been announced by Communities and Local Government. The fund was opened for bids earlier this year by Baroness Newlove, the government's Champion for Active, Safer Communities. 

The CLG press release states:

Over the next two years these innovative grassroots projects, backed by local authorities, police and retailers, are expected to deliver real results to end the fallout of problem drinking. Other communities will hopefully be inspired to follow their lead. The projects will address separate issues that are the greatest challenges in their neighbourhoods, with measures of their success that will include:

• a reduction in the number of anti-social behaviour incidents related to alcohol consumption
• fewer A&E admissions to local hospitals or fewer ambulance call outs as a result of drinking
• the consumption of alcohol by young people reducing to safe levels; and
• a reduction in purchasing of alcohol made on behalf of under 18s ("proxy purchasing").

Among the projects that will receive funding are:

• The City of Lincoln. Among their proposals is the development of social media to link up evening safety wardens, street pastors and local police to better address weekday problem drinking and anti-social behaviour in the city centre. They will tackle the repercussion of the rapid expansion of students and visitors to the city centre.
• The local community in Moseley, Birmingham that wants to establish a lasting solution to the stubborn issue of street drinking and its associated problems of begging, littering and rough sleeping by giving local people a direct say in deciding how their project develops and how the budget is spent.
• Newcastle that wants to work with young people and their families to address crime and anti-social behaviour in two inner suburbs: Elswick; and Benwell and Scotswood, where local surveys suggest that a third of people polled, consider drunk and rowdy behaviour to be a problem.
• Shropshire, whose project will focus on five of the county's public parks which experience seasonal summertime issues around underage drinking and anti-social behaviour. The Shropshire Safer Stronger Communities Board will work with local police, trading standards and retailers to confiscate alcohol from minors, tackle proxy buying and work with young people on developing positive park-based activities.

The DCLG report, Building Safe, Active Communities: strong foundations by local people sets out  tackling alcohol harms as one of Baroness Newlove's key priorities. A report which captures progress on innovative projects to make communities safer was also released earlier this year.

The fund was included in the recent Government Alcohol Strategy which committed to introducing minimum unit pricing. However the strategy has also been criticised of being overly crime and disorder focused, with insufficient attention to treatment and prevention.

Scotland sets sights on 50 pence per unit minimum price & agrees 'sunset clause'

The Scottish Health Secretary Nicola Sturgeon has announced a 50 pence per unit target minimum through the Minimum Pricing Scotland Bill. See BBC and Telegraph reports and a Guardian Data blog interactive graphic on its impact.

Announcing the decision, Nicola Sturgeon said:

"Too many Scots are drinking themselves to death. The problem affects people of all walks of life. It’s no coincidence that as affordability has increased, alcohol-related hospital admissions have quadrupled, and it is shocking that half of our prisoners now say they were drunk when they committed the offence... Introducing a minimum price per unit will enable us to tackle these problems, given the clear link between affordability and consumption."

The Scottish government were recently reported to have agreed to a "sunset clause" in the planned legislation, under a deal to win Conservative support. Minimum pricing will be ditched after six years if it fails to have an impact, which Sturgeon deemed "a perfectly reasonable and legitimate position to take."

The SNP's previous attempt at a 45 pence minimum price in 2010 was blocked by opposition parties when the SNP had a smaller majority. The Health Secretary defended the 50 pence unit price stating the price was equivalent to the 2010 aim of 45p after taking account of 5% annual inflation.

In England David Cameron recently confirmed plans for minimum pricing in the new Government Alcohol Strategy. The price is yet to be set though and is unlikely to come in until 2015. Recently a Channel 4 factcheck blog was published on the supposed legal risks of Cameron's minimum pricing plans, although its legality may only be possible to test once implemented.

Forthcoming 2012 dates & events: Alcohol Concern Cymru Alcohol Marketing conference, 'Young people, alcopops and TV culture', further events

Alcohol Concern Cymru's 2012 conference

On 6 September 2012 in Cardiff, Alcohol Concern Wales will host a conference Willing consumers? Alcohol marketing and how to challenge it:

'The alcohol industry in the UK spends £800 million each year promoting its products. Meanwhile, alcohol-related harm costs the NHS in Wales £70 million a year. Join Alcohol Concern on 6 September to learn more about how alcohol marketing promotes a positive image of drinking, and how we can effectively challenge it.'

See here for more information or to request a free place please contact Jamie Adams by email or call 029 2076 3524.

University of Lancashire Conference

On Friday 18th May 2012', the University of Lancashire will host a conference on 'Young people, alcopops and TV culture'. Special guest, Iain McLeod, story editor for Coronation Street, will give an insight on how alcohol is dealt with in storylines. This free event will be of interest to both academics and practitioners in the legal, health and social welfare sector. Click here for the programme. Please RSVP by Wednesday 16th May to: [email protected].

Other events and dates

Places are still available for a free Alcohol Academy event for alcohol leads on the afternoon of 17th May in Birmingham exploring the new alcohol strategy and implications for local alcohol harm reduction. Contact [email protected] for info or bookings.

In Manchester on the 18 May 2012 a free conference to look at how can local authorities tackle low cost alcohol takes place - see here for further information and booking.

The final programme for New Directions in the Study of Alcohol Group (NDSAG) 2012 conference is now available - further details here.

The 9th INEBRIA conference on brief interventions will take place on 27- 28 September 2012 in Barcelona, Spain.

As highlighted in the last round up of dates, Alcohol Concern have announced the date for Alcohol Awareness Week 2012 will be November 19-25.

NTA action plan published; Paul Hayes speaks on alcohol commissioning

The National Treatment Agency for Substance Misuse (NTA) has published its 2012-2013 Action Plan. Although alcohol is mentioned throughout actions pertaining to drug and alcohol objectives, a short alcohol chapter outlines:

The NTA will work with DH to identify the support that local areas will need to secure improvements in alcohol treatment.

Actions: 

• Implement improvements in the alcohol treatment system outlined in the Alcohol Strategy by working with DH to identify the support needed by local areas to secure improvements in alcohol treatment and begin implementation – ongoing
• Ensure the full functionality, consistency and recording capability of the National Alcohol Treatment Monitoring System – ongoing
• Amend alcohol core dataset – ongoing
• Work with DH to develop an alcohol treatment capacity model – ongoing. 

The NTA has previously published National alcohol treatment statistics reports compiling all local data gathered via local treatment data monitoring. The NTA also recently published a JSNA support pack for drug and alcohol commissioners. The NTA's function will be integrated within Public Health England by April 2013.

Recently the NTA's Chief Executive Paul Hayes spoke at an alcohol event at which he encouraged commissioners to 'pool resources to expand specialist alcohol treatment':

"Through local health and wellbeing boards, we should challenge CCGs, the NHS Commissioning Board, and the NHS in general that if they are going to benefit downstream from investment in alcohol treatment, they should be helping local authorities by supporting that investment."

However Mr Hayes also warned against commissioners from dis-investing in drug treatment to improve alcohol services. But further comments that there are more drug users in need of treatment than moderate or severely dependent drinkers, and that crime reduction benefits are greater from drug treatment, were not likely to have impressed all.

Alcohol IBA blog aims to share news, info and links for alcohol brief interventions

A new Alcohol IBA blog has been set up to help promote the delivery of 'Identification and Brief Advice' (IBA), also known as alcohol brief interventions.

The blog, available at www.alcoholiba.com, aims to promote learning, understanding and the delivery of IBA amongst all roles that have the opportunity to deliver it.

IBA is a cost-effective simple intervention that proven to reduce risky drinking. It is a key part of the national effort to reduce alcohol-related harm, but it needs widespread delivery to achieve this.

The blog aims to support the IBA agenda by sharing information and learning relating to IBA, and sign-posting to key resources. It should also offer a space for new ideas about improving the delivery or implementation of IBA, particularly in settings or organisations facing challenges to delivery.

The blog has been set up by James Morris of the Alcohol Academy, but will be supported by a number of expert contributors in the field. Dr Laura Pechey, an IBA specialist for HAGA, recently explored how has IBA done in the new strategy, whilst Dr Niamh Fiztgerald of Create Consultancy has started with an exploration of who needs IBA?

You can also follow the blog on Twitter @Alcohol_IBA or subscibe to its feed here. To get in touch about the blog or propose a contribution see here.