Taking the front foot against alcohol advertising regulators
Pernod Ricard (PRUK) has launched the latest in a long line of responsible drinking ad campaigns by the giants of the drinks trade. It comes as politicians and campaigners are hell-bent on further measures to ensure drinks advertisers face up to their responsibilities to help stem Britain's problem drinking.
The battle between regulators intent on introducing more controls on how drinks are advertised, and advertisers keen to stave off any interference, is of crucial importance to licensees. To the victor the spoils - in this case, the right to determine how inspired people are to drink and what sells in the pub. For that is the power of advertising.
PRUK's campaign attempts to dissuade younger consumers from drinking irresponsibly. To ensure it appeals to youngsters, interactive tools on the internet are being used.
Meanwhile, the entire drinks advertising trade is under unprecedented scrutiny from government to change how it goes about its business, with the aggressive sales techniques of primetime advertising being blamed for society's drinking ills.
The ongoing inquiry by the government's Health Select Committee into alcohol misuse has recently hauled senior drinks company heads, and the Advertising Standards Authority, over the coals for what MPs deemed complacency over their power to influence consumers' drinking decisions.
A report released earlier this month by the Conservative-backed Public Health Commission has also called for major changes in how responsible drinking social marketing campaigns be run.
As well individual drinks producers running their own campaigns, educational charity The Drinkaware trust is currently responsible for coordinating this. It launched its Campaign for Smarter Drinking just last week. However, the report suggested the group's remit be folded into the government's Change4Life campaign.
To what extent are campaigns such as PRUK's intended as pre-emptive measures to stave off these kind of threats? "Like any manufacturer, we have a responsibility to inform the consumer about the issues and the respect they must have for our product," PRUK chief executive Jean-Manuel Spriet told The Publican.
"We recognise that unless Pernod Ricard shows itself to be capable of ensuring its consumers act responsibly, there is a risk of government doing something about the situation."
He adds: "We have been challenged by government to do more", but insists "as an industry, we are a big part of the answer to the challenge of problem drinking". The message is clear: meet the challenge or pubs will face the consequences.
