BBPA says 'alarmist' ad exaggerates cancer risk of alcohol

The British Beer & Pub Association has criticised the decision not to uphold its complaint about the ‘unfair and alarmist’ commercial.

The BBPA, the Campaign for Real Ale (CAMRA) and the Society of Independent Brewers (SIBA), J W Lees and Co Brewery and three others complainants challenged the TV spot by alcohol awareness group Balance, which showed an actor sipping beer which contained a growing tumour at the bottom of the glass.

They argued that the clip, which showed the tumour slide towards the man’s mouth as he finished his drink, amounted to scaremongering and gave the impression that drinking small or moderate quantities would increase someone’s risk of developing cancer.

Level of risk​

A voiceover also tells the viewer: “The World Health Organisation classifies alcohol as a group one carcinogen. Like tobacco and asbestos, it can cause cancer. The more you drink and the more often you drink, the more you increase your risk or developing cancer. Find out how you can reduce your risk. Go to reducemyrisk.tv”

The ASA investigated the ad under BCAP Code rules 1.2 (responsible advertising) and 3.1 (misleading advertising) but did not find it in breach and said no further action was necessary. The complaints were not upheld because the ASA did not consider that the ad over-emphasised the risk of developing alcohol related cancers.

“We are extremely disappointed with this judgement,” Brigid Simmonds, BBPA chief executive said. “We continue to believe that the advert is unfair and alarmist in the way it depicts moderate drinking, and the risks associated with cancer.

“It does not explain to viewers that the risk from cancer for moderate drinkers is low, and alcohol drunk in moderation can be beneficial to overall health. We need a measured and informed debate on alcohol, and we will continue to raise concerns where we feel the issues are being unfairly presented.”

Research​

In its response to the ASA, Balance referred to existing, peer reviewed research on the link between alcohol and cancer, and pointed out the North East Alcohol Office had worked closely with medical experts during the development of the advertising campaign to ensure the messaging was accurate and in no way misleading or alarmist.

Colin Shevills, director of Balance, the North East Alcohol Office said: “We are delighted at the ASA’s decision – this is a real victory for the health community. Sections of the alcohol industry have tried to prevent us providing health messages to the public which is highly irresponsible. It also shows an industry which is putting profits before health and wellbeing – similar tactics to those that were employed by the tobacco industry.”

Colin Valentine, chairman of the Campaign for Real Ale (CAMRA), said: "There is no doubt that excessive alcohol consumption is bad for you, but people who consume alcohol in moderation actually live longer than those who abstain altogether. Something which this video clearly attempts to sidestep. CAMRA support the consumption of alcohol in moderation and promote responsible drinking, particularly that which takes place in the controlled, social environment of a well run community pub."