Doctors in the UK have called for a comprehensive ban on all forms of alcohol advertising to curb rising alcohol consumption. The call was made in a report published by the British Medical Association (BMA) in addition to other proposals, including a rise in the minimum price of alcohol, an increase in taxation linking it to units of alcohol in drinks, and a reduction in licensing hours. Professor Gerard Hastings, author of the study, said that alcohol promotion was helping to 'normalise drink as an essential part of everyday life'. The report paid particular concern to increasing alcohol consumption amongst young people.

Alcohol campaigners welcomed the recommendations. Alison Rogers of the British Liver Trust commented that current advertising practices led people to feel that alcohol 'is just the same as life's essentials like bread and milk' and the report provided a 'compelling case for change'. However, Jeremy Beadles of the Wine and Spirit Trade Association voiced concern that the proposed measures would adversely affect consumers and employees of the drinks industry. He also expressed doubt that higher taxation and prices would curb alcohol misuse, but instead this required long-term education and tough enforcement. Britain has some of the highest taxes on alcohol in Europe.

Currently 37% of the population drinks more than the recommended number of units of alcohol per week, with alcohol related disease costing the NHS anything up to three billion pounds each year. According to the World Health Organisation, alcohol has the third largest burden of disease globally.

(bbc.co.uk 2009; 8 September, timesonline.co.uk 2009; 9 September, bma.org.uk 2009; 'Under the influence')