Mixed messages

In an attempt to anticipate any move towards statutory regulation, and in the face of increasing calls to clean up its act, the drinks industry is for the first time to produce advertisements for certain types of alcoholic drink which include the advice to drink more sensibly.

The wine and spirits giant Allied Domecq said recently that it had decided to add "social responsibility" messages to advertisements for all its brands, which include such well-known names as Beefeater gin, Teacher's whisky, Mumm champagne, Harvey's Bristol Cream sherry, and Cockburn's port.

Makers of alcoholic drinks sold in America are already issuing health warnings with their products, and in other countries, including France, the dangers of alcohol abuse are pointed out in makers' advertisements.

Kim Manley, Allied Domecq's chief marketing officer, said that alcohol abuse was such an important social issue that the company wanted to "take a leadership position in the industry". The first advertisements to feature the messages are for Ballantine's whisky and the new cream liqueur, Tia Lusso. Those for Ballantine's whisky say: "Go Play. Play Better. Play in moderation," while advertisements for Tia Lusso, which is similar to Tia Maria, tell drinkers: "You just know. You just know to drink in moderation." Experts in alcohol policy have questioned whether such exercises in bathos will in any way counter the effects of the massive investment put into the marketing of alcohol products.

Allied Domecq' hopes that its action will help to prevent stricter advertising regulations on the industry, which has been widely accused, notably in Alert, of appealing to under-age drinkers, particularly in the marketing of alcopops and designer drinks.

Jane Mussared, Allied Domecq's director of corporate affairs, said "If we are going to regulate ourselves effectively, hopefully the Government won't feel the need to regulate,"

The Department of Health welcomed the move, saying that it was "keen to ensure that people drink responsibly and sensibly". It added: "We support any efforts on the part of the drinks industry which will help to draw the public's attention to the risks of drinking to excess." A House of Lords report recently accused the Government of being unduly influenced by the drink industry and its mouthpiece, the Portman Group.

Earlier this year a report from the Government's Chief Medical Officer gave warning of the dangers of Britain's "binge drinking" culture, drawing attention especially to the high incidence of cirrhosis which now kills more women than cervical cancer.

Allied Domecq was unable to say how long it will take for the slogans to appear in advertisements for all its brands. It plans eventually to put similar messages on its bottles.

The Portman Group, which has long been a champion of self-regulation, also applauded the move. "Drinks companies have everything to gain by including responsibility messages in a stylish way as part of their brand advertising," Jean Coussins, the director, said. She failed to mention that her organisation has always opposed health warnings on bottles on the grounds that no-one would take any notice of them. It is difficult to see what the difference is when it comes to advertisements.

"The drinks industry has an excellent record of compliance with advertising and market codes of practice, but this is a good example of how it has always been willing to go the extra mile in helping to encourage sensible drinking," said Coussins.

The other drinks companies which fund the Portman Group said that they had no plans at the moment to follow Allied Domecq.

The Institute of Practitioners in Advertising said that it was concerned by Allied Domecq's decision: "It is the thin end of a very unhelpful wedge because warnings are ignored by consumers and loved by lawyers who feel they are protecting the advertisers. It's not very helpful in terms of promoting responsible drinking."