Alcohol misuse: tackling the UK epidemic - London

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BMA Board of Science
Recommendations
Licensing legislation in the UK should be strictly and rigorously enforced. This includes the
use of penalties for breach of licence, suspension or removal of licences, the use of test
purchases to monitor underage sales, and restrictions on individuals with a history of
alcohol-related crime or disorder.
Enforcement agencies should be adequately funded and resourced so that they can
effectively carry out their duties. Consideration should be given to the establishment of a
dedicated alcohol licensing and inspection service.
Marketing and advertising
The tendency to drink quickly and to excess is frequently facilitated by heavily discounted alcohol
prices and the use of price promotions such as two-for-one offers and happy hours. Irresponsible
promotional activities are common in licensed premises and off-licences (including supermarkets and
local convenience stores) throughout the UK, and are even used to target particular groups (eg
special cheap offers for women in pubs and clubs). The heavily discounted price of alcohol in UK
supermarkets is a particular area of concern. There is evidence that excessively cheap promotions
are particularly likely to fuel heavy drinking and alcohol-related crime and disorder. 8
It is essential
that these forms of promotional activity are strictly regulated through the introduction of legislation
prohibiting price promotions on alcoholic beverages and establishing minimum price levels.
“”
An incident which sticks out in my mind was having to treat multiple young adults –
out on a one night binge – for severe smoke inhalation and lung damage. They
began binge drinking during a “Happy Hour” in a bar and after a prolonged night
of ingesting excessive alcohol went to the flat of one of the group to continue the
party. One member decided to make “chips” using an unattended chip pan which
went on fire, seriously injuring all the occupants of the flat.
BMA member
Alcohol marketing is a significant expenditure for the alcohol industry. The levels of alcohol
advertising and promotion have increased substantially in recent years and this has been
accompanied by the development of increasingly sophisticated marketing techniques such as
internet advertising. Alcohol advertising is not necessarily an inappropriate activity per se as it is
normal for a business to promote its products competitively. Econometric studies have generally
found alcohol advertising to have little or no effect on total alcohol consumption. 114
There is,
however, significant concern regarding the impact of sophisticated marketing techniques and their
effect on some individuals and in particular on younger people.
Research evidence suggests that repeated exposure to high-level alcohol promotion influences
young people’s perceptions, encourages alcohol consumption and increases the likelihood of heavy
drinking. 114
A 2007 review of the impact of alcohol advertising on young people found there to be
considerable evidence that alcohol advertisements are related to positive attitudes and beliefs
about alcohol among young people, and that young people are particularly drawn to elements of
music, characters, story and humour. 165
The review also found there to be seven well-designed
longitudinal studies showing that the volume of advertisements and media exposure increase the
likelihood of young people starting to drink, the amount they drink, and the amount they drink on
any one occasion. 165
These studies examined various forms of exposure including television, radio
Alcohol misuse: tackling the UK epidemic