Alcohol misuse: tackling the UK epidemic - London

BMA Board of Science
and drink-driving deaths. Increases in the price of alcohol not only affect consumption at a
population level, but there is evidence that particular types of consumers (eg heavy drinkers and
young drinkers) are especially responsive to price. Studies have also reported that price increases
have the effect of reducing rates of alcohol problems including alcohol-related violence and crime.
As part of a range of measures to reduce alcohol misuse, it is essential that the level of excise paid
on all alcoholic beverages is increased at higher than inflation rates and that this increase is
proportionate to the amount of alcohol in the product. This increased taxation would reduce
alcohol consumption and its related harms, and would also contribute to providing the necessary
funding to meet the social and economic costs of these harms.
Licensing interventions are one of the most influential methods for controlling alcohol
consumption and misuse through regulation of where, when and to whom alcohol can be sold.
There is strong evidence that increased opening hours are associated with increased alcohol
consumption and alcohol-related problems. Conversely, reductions in opening hours and the
number of outlets are associated with reductions in alcohol use and related problems. The
Licensing Act 2003 now permits 24-hour opening in England and Wales. Of particular note, is the
fact that public health was not considered as one of the licensing objectives in the 2003 Licensing
Act. The proposed changes to licensing in Scotland and Northern Ireland will permit more modest
extensions in opening hours. A high density of alcohol outlets is associated with increased alcohol
sales, drunkenness, violence and other alcohol-related problems. Consumers are likely to be
deterred from purchasing alcohol when there is a lower density of outlets due to the increased
time and inconvenience involved in purchasing it.
Responsible retailing and industry practices
Numerous factors contribute to the culture of drinking to excess and the rise in underage age
drinking and alcohol-related harm in the UK. Key areas are the supply and promotion of alcohol to
consumers. Active enforcement of laws regulating licensing hours and prohibiting the sale of alcohol
to individuals who are intoxicated or those underage have been shown to be effective at increasing
compliance with legislation. The layout, design and internal physical characteristics of licensed
premises are also important considerations for strategies to reduce alcohol-related crime and disorder.
Irresponsible promotional activities are common in licensed premises and off-licences (including
supermarkets and local convenience stores) throughout the UK, so it is essential that these forms
of promotional activity are strictly regulated; thus prohibiting price promotions on alcoholic
beverages, and by establishing minimum price levels. Repeated exposure to high-level alcohol
promotion influences young people’s perceptions, encourages alcohol consumption and increases
the likelihood of heavy drinking. Specific advertising strategies such as sponsorship of sporting and
music events, as well as advertisements using celebrity endorsements all serve to reinforce the
image of alcohol among young people and predispose them to drinking well below the legal age
to purchase alcohol. It is essential that there is statutory regulation of the marketing of alcoholic
beverages in the UK. This includes prohibiting the broadcasting of alcohol advertising at any time
that is likely to be viewed by young people, with specific provisions banning alcohol advertising
prior to 9pm and in cinemas for films with a certificate below age 18.
Alcohol misuse: tackling the UK epidemic 3