BBPA highlights industry responsibility - but true impact questionable

The British Beer and Pub Association (BBPA) have released a report highlighting a range of 'responsible' retailing practices being undertaken by the pub and brewing sector.

The report, 'Rising to the Challenge - how brewers and pub companies are promoting alcohol responsibility [pdf], says the BBPA believes a UK approach is needed to 'build on the strong foundations now in place such as the ban on below-cost selling and the Public Health Responsibility Deal (PHRD).'

The message though will be unlikely to impress many in the public health field who have been unsatisfied with the broader focus on corporate responsibility in favour of firmer policy measures. For instance it is not known whether the below cost ban has even had the minimal impact suggested by Sheffield University, while the Responsibility Deal alcohol pledges have been particularly controversial. Probably its most significant pledge, to remove a billion units from the market, has also been questioned, while the legacy for other pledges such as improving labelling is unclear.

Indeed the report appears not to claim any specific outcomes from the initiatives, although speaking in the foreword, BBPA Chief Exec Brigid Simmonds says the pub and brewing industry 'continues to challenge itself to do more to ensure that harms are minimised as much as possible' and 'will continue to showcase best practice and raise the bar on what can be achieved.' The BBPA represents Britain’s brewers and pub companies - members include drinks giants AB InBev, Diageo and Heineken UK.

'Best practice' in 'responsible drinking'?

Many of the examples highlighted focus on initiatives to increase consumer awareness, as might be considered legitimate activity from the sector. However evidence suggests the limited effect of educational approaches, so a variety of websites providing unit information or safety messages will do little to convince those sceptical of industry led activity. Support for Drinkaware is also highlighted; although also subject to criticism, Drinkaware responded directly to a mixed review last year and has been undertaking new projects which it hopes will raise its credibility.

Even more widely accepted schemes such as Best Bar None (BBN), which exists to promote best standards across the Night Time Economy (NTE), still lack any robust independent evaluation.

More credit may be due for other areas such as underage drinking ID challenge schemes. However last year data suggested a mixed report on underage sales, with the on-trade way behind: only 66% of pubs were reportedly passing test purchases in 2013. The BBPA report also appears to back 'Challenge 21', although 'Challenge 25' has become established practice in many areas across the UK, and is backed by legislation in Scotland.

Other areas are also highlighted within the report including responsible advertising, where it claims the UK has 'one of the most robust systems of self regulation in the world'. Again, many alcohol health bodies would disagree, whilst the the reasons behind long term positive falls in drink driving are certainly not soley attributable to campaigns given the role of law and enforcement. The promotion of lower-strength drinks, another area cited within the report, is also a complex area in terms of both the reasons behind new products and likely impacts on drinking behaviour.

The on-trade under fire again?

Pubs and the on-trade are of course to be viewed as part of the solution by folk from all 'sides'. Whatever the economic benefits, on-trade premises generally provide a well-regulated environment where alcohol prices are well above called for minimum unit pricing levels. However a recent report from the Scottish Government highlighted 72% of all alcohol is now sold off-trade, with cheap off-trade vodka almost solely responsible for the additional consumption in Scotland.

Despite concerns over the role of cheap off-sales in driving alcohol harms, should the on-trade be doing more?

One particular area where there have been calls for further attention is the area of sales to drunks - a tricky but arguably overlooked issue. Last year's 'One too many?' report, from Alcohol Research UK and the Alcohol Academy, included calls for further retailer led activity as well as reviews of policy, enforcement the wider influences of the retail environment. 

Indeed the BBPA report 'urges legislators and stakeholders' to consider a number of measures, one of which is 'raising awareness of the law around serving somebody already drunk and buying a drink for somebody who is drunk'. This includes initiatives to improve retailing practice, including posters and server training that address issues relating to refusing sales to the intoxicated.

Despite the questions over any likely impacts, any activity may be considered timely if a report that pub violence is rising is true, despite a longer term downward trend in violence. How such activities will be developed in the absence of clear measurable impacts remains to be seen.