Sir Keir Starmer has abandoned plans to ban alcohol advertising following pressure from US trade officials and warnings from the British drinks industry about potential economic fallout.
The proposed restrictions originally set to be part of the government’s upcoming 10-year NHS plan were quietly removed after US drinks companies raised concerns that such a move would amount to a non-tariff trade barrier. American producers argued that the policy would unfairly disadvantage new brands trying to enter the UK market, potentially breaching the terms of a future trade deal with Donald Trump’s administration.
Domestically, the UK’s £40 billion alcohol industry warned that the ban would lead to a loss of investment, damage international trade, and jeopardise vital sports sponsorships. Industry figures welcomed the government’s reversal, describing it as a pragmatic decision that protects a sector seen as a global British success story.
A source from the industry commented: “A ban never made sense. We welcome the government’s support for a vital sector that brings investment, innovation, and world-class products to markets worldwide.”
While Health Secretary Wes Streeting championed the restrictions as part of a wider public health agenda, the government will now focus on education and behavioural change strategies. The revised approach described by Mr Streeting as nudge, not nanny, will include public information campaigns and work with supermarkets to promote healthier choices without imposing heavy-handed regulation.
Whitehall insiders confirmed that the 10-year NHS plan, expected to be published this week, will contain no new limits on alcohol advertising, sponsorship, or marketing. Instead, it will outline measures to reduce alcohol related harm in line with the government’s lighter-touch strategy.
The decision marks the latest in a string of policy climbdowns by the government, following reversals on disability benefits and winter fuel payments.
The US government had reportedly been preparing to escalate the matter formally if a ban were included in the NHS blueprint. Shadow business secretary Andrew Griffith had earlier criticised the proposed ban as recklessly short-sighted.
A government spokesperson confirmed: “The 10-year health plan will not include a ban on alcohol advertising. We’ll always back our food and drink sector, and our recent trade deal with India, which slashed tariffs on iconic products like whisky and gin, shows our commitment to supporting the British industry.”
