Govt outlines £10m ad crackdown on excessive drinking

The Government has announced details of its £10 million blitz to warn people of all ages against the dangers of excessive drinking.

The Home Secretary, Jacqui Smith, said on Wednesday (6 February) that the campaign, which will be created by VCCP, would "set out in no uncertain terms" the dangers of alcohol abuse.

"When the campaign starts, no-one will be in any doubt that we are committed to tackling the culture of binge-drinking," she said.

The campaign will break this summer and run for three years. Phase one will be to advise people to "know your limit" based on the Government's sensible drinking guidelines. It will challenge widely held erroneous views, including that one glass of wine equals one unit of alcohol.

Phase two is expected to include graphic warnings about the "social and health risks" about drinking too much in a way that people can immediately identify with.

A Department of Health spokesman said: "We do not want to preach on this issue. Instead, we are trying to inform and support people to drink sensibly.

"The most important thing is to enable people to take control of their own alcohol consumption, equipped with the best advice for them to do so."

Smith also hinted at a tighter voluntary code for alcohol ads, now being reviewed by the Government. "People are increasingly asking whether the approach to alcohol sales, marketing and promotions is as responsible as it needs to be," she said.

The Home Secretary added that the Department of Health was reviewing whether or not there is a direct relationship between the price of alcohol, the way it is promoted and advertised, and the harm it causes.

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