New drinks industry standard on social responsibilities

Home Office Minister Paul Goggins joined the UK drinks industry to launch a comprehensive set of standards to improve good practice in the sale of alcoholic drinks.

Social Responsibility Standards for the Production and Sale of Alcoholic Drinks in the UK has been developed by the drinks industry in partnership with the Government, and it fulfils one of the main commitments of the National Alcohol Harm Reduction Strategy. The code addresses the responsible advertising, marketing and retailing of drinks right through the supply chain in both the ‘on-trade’ and ‘off-trade’ sectors.

Speaking at the launch of the Standards in Manchester Paul Goggins, said: “The industry has a clear responsibility to ensure that bars, off-licenses, supermarkets and clubs are run in a way that promotes good practice. We welcome the responsible approach being taken with the publication of the Principles and Standards document that sets out how this can be achieved.

“However, publishing the document is only the beginning. We are very keen that the document is used across the trade, including the supermarkets, and that individual trade associations put into place policies and initiatives for promoting and implementing it.

“These standards are something the industry has been keen to produce, and now we expect to see a real impact on the ground. But the industry must be clear that those who spurn such guidance and continue to contribute to alcohol related disorder will be targeted and face the full force of the law.”

The wide-ranging new standards provide practical guidance to the industry and others on how to promote sensible drinking, clamp down on irresponsible promotions, avoid contributing to problems of drunkenness, and to take action to clamp down on underage sales. The industry is also ensuring that alcohol is not promoted in a way that might appeal to under 18s, to make the alcoholic nature of drinks clear, and to ensure that staff in the industry are aware of these standards and have the right training to ensure they are met.

Rob Hayward, Chief Executive of the British Beer and Pub Association, which coordinated the development of the new code, said: “We are determined to promote the highest possible standards in our industry, and this document will help us to drive the whole process forward. We recognise that we have a role to play in addressing alcohol misuse, and this shows our commitment to working with the Government to tackle these problems. We now have a code which provides a framework on social responsibility for us all to work together, with the same objectives, and in partnership with the Government.”

Alcohol Social Responsibility Principles

The code commits member companies of the trade associations supporting the Standards who are involved in the production, distribution, marketing and retailing of alcoholic drinks to following agreed principles within their own areas of responsibility in all their commercial activities:

• To promote responsible drinking and the ‘Sensible Drinking Message’.

• To avoid any actions that encourage or condone illegal, irresponsible or immoderate drinking such as drunkenness, drink driving or drinking in inappropriate circumstances.

• To take all reasonable precautions to ensure people under the legal purchase age cannot buy or obtain alcoholic drinks.

• To avoid any forms of marketing or promotion which have particular appeal to young people under the age of 18 in both content and context.

• To avoid any association with violent, aggressive, dangerous, illegal or anti-social behaviour.

• To make the alcoholic nature of their products clear and avoid confusion with non-alcoholic drinks.

• To avoid any suggestion that drinking alcohol can enhance social, sexual, physical, mental, financial or sporting performance, or conversely that a decision not to drink may have the reverse effect.

• To ensure their staff and those of companies acting on their behalf are fully aware of these Standards and are trained in their application in their own areas of responsibility.

• To ensure that all company policies work to support these standards.