Ministers are weighing plans to tighten regulations on alcohol advertising, including potential bans before the 9 pm watershed and online.
The proposed changes, described as partial restrictions, aim to align ethanol marketing rules more closely with those already in place for unhealthy food. Health officials are exploring measures that could see a complete ban on alcohol advertising online, including across social media and influencer content.
Similar to junk food ad regulations, new rules could prohibit alcohol ads in any media where over 25% of the audience is under 16. Marketing content would also need to avoid youth-focused language, celebrity endorsements popular with younger viewers, or anything that appears to be targeted at under-18 viewers, as restrictions are currently only advised under self-regulation.
Health Secretary Wes Streeting is expected to announce a new 10-year health strategy next week that will prioritise prevention. A draft section of the plan, reported by the media, outlines possible full or partial bans on alcohol ads.
Agency denies total ban of alcohol
However, the Department of Health and Social Care has denied that a total ban is on the table, saying: “We are exploring options for partial restrictions to bring it closer in line with advertising of unhealthy food.”
Dr Richard Piper, CEO of Alcohol Change UK, backed the move, calling ethanol a leading health polluter in Britain that harms millions despite declining consumption levels. He criticised the current lenient advertising rules compared to international standards and was warned of the influence of constant online marketing, which he said glamorises alcohol and presents it as essential to daily life.
“This is a real opportunity to move ethanol out of the spotlight and reduce harm for millions of people,” he said, urging the Government’s upcoming health plan to address out-of-control alcohol advertising.
Globally, pressure is mounting for tougher rules. In 2022, the World Health Organisation (WHO) called for stricter regulation on alcohol marketing. Ireland has since banned ethanol advertising on TV between 3 am and 9 pm.
However, some experts question the effectiveness of such measures. A report by the Institute of Economic Affairs (IEA) found that while advertising can shift consumer preference between brands, it does not appear to significantly increase overall ethanol consumption.
Read also: Does cutting back on booze really benefit our health in the long term?
