New research from the London School of Hygiene and Tropical Medicine (LSHTM) says the Responsibility Deal labelling pledge has not been met, despite a report last year claiming the 80% target had been achieved - just.
The LSHTM research said the three required elements of the labelling pledge were present on 77.6% of products they examined, although only 57.1% of products meet best practice in terms of grouping and clarity. Last year a report conducted by Campden BRI on behalf of the Portman Group, suggested 79.3% compliance - arguably enough to claim it had just been met by December 2013. The LSHTM reviewed labelling on the 100 top-selling UK alcohol brands on sale from February to July 2014.
The research though may raise a wider question over the future of the responsibility deal, and whether any future commitments to maintain or build on the alcohol pledges will be made. If not, will the number of labels including units and other guidelines messages now decline as the research may seem to hint, and what now following the 'billion units' that were reportedly removed - and questioned - from the market?
Other newer pledges such as responsible can packaging - ie reducing single servings containing more than four units - may have reduced the size of some super strength drinks, although a number of 4+ unit per can products still appear available. The extent of buy-in from producers and retailers varies depending on the pledges, although the main supermarket chains appear not to sell them.
Responsibility Deal - worth pushing for?
Some in the public health field may of course argue that whether or not the pledges are sustained or renewed is a moot point - LSHTM research last year said the pledges were in fact mainly ineffective, or were already taking place. Others state that industry involvement in 'responsibility' activity acts as smokescreen for more effective measures.
Indeed the new research says 'It is known that labelling is not particularly effective in reducing consumption', although recognises it 'can raise awareness among consumers and allow them to make an informed choice about consumption'. It also advises that compliance needs to be monitored and reported on 'entirely independently of alcohol industry bodies'. Calls have also been made to make calorie labelling a requirement on alcohol as it is with food, although falls within EU legislation.
Calls for firmer policy action around pricing, licensing and advertising will continue to be made. However few would back any such regulatory alcohol policy measures from the new Government - especially whilst Scotland's minimum pricing battle remains unresolved. As such, voluntary action may see renewed attention - or will the current pledges be left to rest?
Comments