A new report from the British Medical Association (BMA) is raising alarms about the harmful effects of drinking in the United Kingdom. In a report, Under the influence - the damaging effect of alcohol marketing on young people, released September 7, 2009, the BMA says, “The population is drinking in increasingly harmful ways and the result is a range of avoidable medical, psychological, and social harm, damaged lives and early deaths.” More than a third of British adults are “now drinking above the recommended amounts” according to a BBC News report (September 8, 2009).
Advertising Booze Targeted at Young People
The BMA says the level of drinking has been going up among all age groups but it is particularly concerned about young people.
The BMA report says “The alcohol industry uses its prodigious marketing skills and massive budgets to promote positive images about alcohol, and back these up with incentives, branding, enticing new products, and sophisticated public relations.”
The alcohol industry in Britain spends a whopping £800 million ($1.4 billion) each year selling its products. A lot of that money goes into sponsoring events closely associated with young people such as sports and music festivals.
The doctors’ group also criticizes marketing schemes such as loyalty programs, competitions, happy hours, and two-for-one offers.
Voluntary Codes of Marketing Conduct
Reporting on the study for The Guardian (September 8, 2009) Mark Sweney writes that current controls on alcohol marketing are based on a voluntary code of conduct that focuses “on the content and type of ads and not the volume of marketing.”
The BMA says this system is “completely inadequate.” As a result, writes Sweney “The first recommendation in the nine-point plan is to ‘implement and rigorously enforce a comprehensive ban on all alcohol marketing communications.’ ”
Cost of Alcohol Abuse High and Rising
According to Nick Triggle at BBC News, “Only smoking and high blood pressure is responsible for a greater burden of disease, according to the World Health Organization.
“The cost to the (National Health Service) for treating injury and illness linked to drink has been estimated to be anything up to £3 billion ($5.33 billion) a year in the United Kingdom.”
If loss of productivity is added in the cost to the British economy of excessive drinking is as high as £7 billion ($12.5 billion).
Tough Decisions on Alcohol Needed
The advocacy group Alcohol Concern campaigns against the misuse of liquor and for tougher legislation controlling drinking.
The group’s Chief Executive Don Shenker says the BMA report “recognizes that we need to make tough decisions to tackle our country’s growing alcohol problem.
“There’s no longer any doubt - the heavy marketing and promotion of alcohol, combined with low prices - are encouraging young people to drink at a level our health services are struggling to cope with.”
 |
