A group of senior doctors and health campaigners have snubbed the government’s alcohol ‘responsibility deal’, claiming legislators have caved in to pressure from the drinks trade to water down its plans.

Alcohol Concern and the British Medical Association are among half a dozen bodies refusing to back the scheme, which they say lacks measurable targets to reduce excessive drinking.

Around 150 companies are thought to have signed up to the deal, which will be officially unveiled this week and features voluntary pledges from drinks companies to promote responsible drinking via labelling and advertising.

Health campaigners have urged the Department of Health to implement measures such as a minimum price per unit.

“We have not yet seen evidence that the government is working towards a comprehensive cross-departmental strategy to reduce alcohol harm, based on evidence of what works, with rigorous evaluation,” the groups said in a joint statement.

Alcohol Concern chief executive Don Shenker added: “This is the worst possible deal for everyone who wants to see alcohol harm reduced. There are no firm targets of sanctions if the industry fails to fulfil its pledges.”

The other bodies refusing to back the deal are: the Royal College of Physicians; the British Liver Trust; the Institute of Alcohol Studies; and the British Association for the Study of the Liver.

Meanwhile, Heineken has revealed that it is to lower the abv of one of its major brands as part of the deal. The brewer controls brands including Strongbow, Kronenbourg and Foster’s. Last year the group axed its White Lightning cider brand.

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