Public sceptical of minimum pricing – but only because they don’t understand it

The public are generally sceptical of the introduction of a minimum pricing policy, according to new research carried out for Alcohol Research UK. However, the researchers conclude that scepticism arises because many people do not fully understand the policy and its implications.

Many of those interviewed in the research project did not see the policy as targeting discounted alcohol sales, failed to recognise the public health signifi cance of small population-level reductions in alcohol consumption, and were preoccupied with the effects for heavy and dependent drinkers.

When asked how the introduction of a minimum pricing policy might be made more acceptable, participants suggested that the money raised should be used to fund other interventions and that the policy should be introduced as part of a wider package of government policies to address excessive alcohol consumption.

Minimum pricing back on Scots agenda A Bill to introduce minimum pricing of alcohol, as a condition of licences granted under the Licensing (Scotland) Act 2005, has been included in the Scottish Government’s programme for 2011- 2012. The actual minimum price will be specified in subordinate legislation. These measures will, hopefully, help to reduce alcohol consumption in Scotland and reduce the impact of alcohol misuse and overconsumption on public health, crime, public services, productivity and the economy as a whole. This would constitute something of an innovation in the UK. The chances of the Bill being passed are, of course, much greater, now that the SNP leads a majority Government. However, uncertainties remain, in regard to European law, and some of the big alcohol companies plan to oppose minimum pricing by referring the matter to the European Court as a breach of competition law. Whether or not the move towards minimum pricing succeeds, the Scots Government programme will remain notable as the first occasion when a Government within the UK has committed itself to a policy of reducing national alcohol consumption.

The misconceptions highlighted by the research must be addressed, said lead researcher, psychologist Professor Martin S Hagger of Curtin University, Australia, if a minimum pricing policy is to be successfully introduced. Professor Hagger continued:

“As well as being sceptical about the effectiveness of a minimum pricing policy, many of those who took part in our research simply didn’t fully understand the policy and its implications. There are many ways in which the issue of alcohol-related harm could be tackled, but if the government chooses to implement a minimum pricing policy, our research suggests that it would be more acceptable to people if it were introduced as part of a wider package of measures to target excessive drinking. Policymakers must focus on communicating the policy clearly so that people understand its purpose”.

Alcohol Research UK

The research on minimum pricing was released to mark the launch of the new charity, Alcohol Research UK (ARUK), a new independent charity set up to tackle some of the problems created by alcohol misuse and provide robust, scientific evidence to guide policy and practice in the UK. ARUK is the successor to the body known as the Alcohol Education and Research Council.

Speaking about the launch, Professor Robin Davidson, Chairman of Alcohol Research UK, says: “This launch marks the beginning of a new era for research into alcohol-related harm in the UK. There is no doubt that excessive drinking can have a profoundly negative impact on both individuals and society. Alcohol Research UK is committed to funding research to help policymakers and practitioners make evidencebased decisions to help address this high-profile issue. This commitment is clear as we launch our new flagship grant programme, offering a grant of £300,000 to fund research which will help shape future policy and practice. We need to take action now to ensure the future of our society is not tarnished by alcohol misuse, and work with partners including Comic Relief and Drinkaware to achieve this objective. The launch of Alcohol Research UK is just the beginning – there’s a long way to go, but we aim to be on the front line, providing the research and information policymakers need to help them shape a positive future.”