New Alcohol Action Plan for europe...

The World Health Organization (WHO) is about to embark on the Third Phase of the European Alcohol Action Plan, EAAP 2000-2005.

The objectives of EAAP 2000-2005 are to take a wide range of measures to address the task of preventing the harm that can be done by alcohol, such as fatalities, accidents, violence, child abuse and neglect, and family crises. The intention is to provide both accessible and effective treatment for people who are alcohol dependent or consuming at a hazardous rate and greater protection for children, young people, and those who choose not to drink alcohol from the pressures to drink.

The WHO says that "the ten strategies set out in the European Charter on Alcohol provide the framework for EAAP during the period 2000-2005".

One of its most important new initiatives is to include in the Action Plan a Europe-wide ban on alcohol advertising at sporting events and on advertisements aimed specifically at young people. A co-ordinated initiative across the Region is required because individual countries are finding it difficult, as a result of the pressures of international competition, to implement a ban which covers all domestic and foreign parts of the alcohol industry.

The WHO also stresses the continuing need for all countries to reduce per capita alcohol consumption. Furthermore, It is "important that messages about safe drinking were clearly seen to be coming from public health experts, and not from industry sources".

The WHO intends to look for better ways of communicating with the alcohol industry. Given that the most important aim of the first phase of the Action Plan was a 25 per cent reduction in overall consumption of alcohol throughout the European Region, the relationship with the industry has not been easy.

In its evaluation of the first two phases of the EAAP, the WHO points out that Alcohol products are responsible for 9 per cent of the total disease burden within the Region. Alcohol is "linked to accidents and violence and are responsible for a large proportion of the reduced life expectancy in the countries of the former Soviet Union. Reducing the harm that can be done by alcohol is one of the most important public health actions that countries can take to improve the quality of life".

Social harm

The WHO, surveying the range of damage done by alcohol in the European Region, goes on to say that "alcohol products are responsible for some 9 per cent of the total disease burden within the Region". This harm done is particularly high in the eastern part of the Region, the former Communist states, and was a major contributor to the reduction in life expectancy which occurred there during the 1990s. Between 40 per cent and 60 per cent of all deaths in the European Region from intentional and unintentional injury are attributable to alcohol consumption. Alcohol use and alcohol-related harm, such as drunkenness, binge drinking, and alcohol-related social problems, are common among adolescents and young people, especially in western Europe.

The harm done by alcohol imposes a major economic burden on individuals, families, and society through medical costs, lost productivity arising from increased morbidity, costs from fire and damage to property, and the loss of income to the family due to early mortality. The costs of alcohol to society are estimated at between 2 per cent and 5 per cent of the gross national product.

The drink industry

Addressing itself to the responsibility of the industry, the WHO says that by the year 2005, all countries of the European Region should ensure that there is a reduction in alcohol-related problems within the drinking environment with fewer intoxicated persons leaving licensed premises and subsequently involved in assaults, violence, and alcohol-related traffic accidents. There should also be effective measures introduced to restrict young people's access to alcohol.

As part of the drive to realise these aims, there should be "health impact assessments, which evaluate the effect of the alcohol industry's social and economic policies and programmes on health, in order to ensure accountability." In addition, the concept of product liability should be extended to cover those who promote alcoholic beverages in an irresponsible and inappropriate way. Regulations governing the alcohol content, packaging, and marketing of alcoholic products should be introduced. Training programmes for those serving alcoholic beverages should be provided to ensure personal, ethical, and legal responsibility. Legislation should be introduced so that those "who serve alcohol in an irresponsible manner are held accountable by means of server liability, licence withdrawal or other mechanisms deemed appropriate by the authorities."

The WHO also believes that there should be strict enforcement of existing licensing and drinking laws, compulsory training requirements and conditions placed on licences which prohibit irresponsible trading practices within the drinking environment.

The Amsterdam Group, which speaks for a large group of brewers and distillers on the continent, has already spoken out against the European Alcohol Action Plan 2000-2005. Were the WHO's objectives to be achieved it would mean a severe drop in the profits of the drink industry.

The WHO says that reducing the harm caused by alcohol is one of the greatest public health challenges facing us. "What is needed now is to exercise political will, to mobilise civil society and carry out systematic programmes in every Member State."

The British Government is a signatory of the Action Plan and will no doubt consider its aims when formulating the national alcohol strategy.