Putting the boot in

"Is the BMA a killjoy? No."

This was the defensive way Sir Charles George, chairman of the British Medical Association's board of science, greeted journalists at a press conference to launch its report into alcohol misuse.

"We recognise that alcohol has been consumed for generations and when taken in moderation has a small amount of health benefits," he added.

For the pub trade, it was reminiscent of a friendly-faced dentist saying "don't worry, this won't hurt a bit", as they wrench a molar from your mouth.

This may be stretching the point. But the proposals the BMA unveiled have again brought into focus the damage that could be inflicted on the pub trade.

Among the recommendations in its report Alcohol Misuse: tackling the UK epidemic are: higher-than-inflation alcohol tax increases, proportionate to the strength of the product; a reduction in licensing hours; and the setting of minimum price levels for the sale of drinks.

The measures are not dissimilar from those announced by the Alcohol Health Alliance (AHA) last November. However, where the AHA called for a 10 per cent hike in tax, the BMA refused to put a figure on the rate it should increase.

So should licensees and brewers be worried by this fresh attack from anti-alcohol lobbyists? Frankly, yes. And calling it a "war on alcohol" is by no means overstating the case.

After their victory on smoking, health lobbyists are hungry for more ­ and this was again evident at the BMA launch.

Copying smoking tactics

As Dr Vivienne Nathanson of the BMA said unashamedly: "We want to see what worked on tobacco and how we can mimic that."

The BMA's report also states: "The UK government¹s emphasis on partnership with the alcohol industry and self-regulation has at its heart a fundamental conflict of interest that does not adequately address individual and public health."

Or, as Dr Nathanson put it: "The alcohol industry is a very effective lobbyist. It is sufficiently powerful globally to have an impact."

The health lobby knows it is up against a mighty beast in the alcohol industry ­ and must box clever.

Both sides agree there are many issues around alcohol that need addressing. Alcohol-related disorder and levels of drinking among some age groups and sections of society are clearly worrying.

Targeted?

But in this rush to address the issue, the health lobby has left itself open to criticism. In its report, on more than one occasion, the BMA calls for a "targeted" approach.

How can a blanket increase in taxes be a targeted approach? As Rob Hayward, chief executive of the British Beer & Pub Association, says: "The BMA is proposing blanket-based policies, such as raising prices and restricting availability, which punish everyone rather than targeting the problem individuals.

"While this report is heavy with recommendations to increase the tax and regulatory burdens on businesses and individuals, it's very light on saying what doctors themselves are going to do to promote the message and culture of responsible drinking."

Paul Smith, executive director of Noctis ­ the new name for the Bar Entertainment & Dance Association ­ agrees. "It's not a remotely targeted approach," he says.

"In one way, it's targeting the on-trade, but not the off-trade.

"If taxes are raised the supermarkets will still be able to afford to keep selling alcohol cheaply but small pub operators will be forced to put their prices up."

Another fiasco?

Another worrying proposal is the call for a "dedicated alcohol licensing and inspection service". In other words, the BMA is saying the police are over-stretched.

Yet there is no suggestion of how these teams would be funded. Another alcohol disorder zones fiasco would surely beckon.

One national media observer also attacked the BMA for labelling the situation an ³epidemic². The problem, it was argued, is that alcohol issues are endemic ­ they are with us always, rather than being an epidemic, like, for example, the bubonic plague.

Hawyard also reinforced this view, saying: "Our drinking culture and behaviours have a long history and are deeply embedded ­ they won¹t be changed by flicking a tax switch."

Of course it is not just the on-trade that is affected by these proposals.

And after much campaigning ­ not least by candid Labour MP John Grogan ­ supermarkets are finally waking up to their responsibilities on alcohol.

Tesco is proposing to ban alcohol promotions and calling for legislation from the government on the issue. Morrisons has also called for "further discussions" on the issue and for ministers to take the lead.

And last week Asda went a step further by announcing a series of tough measures, including a ban on alcohol sales in its stores between midnight and 6am and the introduction of a Challenge 25 scheme to reduce underage sales.

In light of this, the pub trade must be on the front foot in terms of talking about how its house is in order, compared with the off-trade.

All eyes will now be on the Budget in just over a week's time.

The question is whether the government will use it as an opportunity to get tough on alcohol, by grabbing headlines and raising taxes, or give the trade a break and freeze taxes. It's over to you, Darling.

Key recommendations from the BMA report

• Higher taxes on alcoholic drinks proportionate to the amount of alcohol in the product.
• Legislation to force an end to all irresponsible promotional activities such as happy hours and two-for-one offers.
• Standard labels should be displayed on all alcoholic products that clearly state alcohol units, recommended guidelines for consumption and a warning message advising that exceeding these guidelines may cause the individual and others harm.
• The legal limit for the level of alcohol permitted while driving shoul be reduced from 80mg/100ml to 50mg/100ml throughout the UK.

Reaction from the drinks industry

BBPA​

Rob Hayward, chief executive of the British Beer & Pub Association​, said:

"The evidence offered by the BMA for many of their assertions is both flawed and flimsy.  Contrary to what they say, since the introduction of the Licensing Act two years ago, alcohol consumption has fallen.

"Equally, high taxes are not the answer. The fact is we already have some of the highest taxes and prices in Europe. Yet our alcohol problems and those of all the high tax and high price countries are significantly greater than the low tax and low price countries of Europe."

WSTA​

Jeremy Beadles, chief executive of the Wine and Spirit Trade Association​, said: "It does seem odd to acknowledge that the vast majority of us drink responsibly yet call for tax increases which would punish all of us for the sins of a few.

"It would be unfair and ineffective. We need a comprehensive approach that addresses the social factors that contribute to alcohol misuse. What is clear is that more must be done to enforce the great breadth of laws already available to target alcohol misuse."