It cannot be denied that there is a serious problem of alcohol misuse among some groups in this country and it needs tackling with serious action.
We can only make a true difference to the problem if all members of our industry and other partners unite and act together to drive a real change in attitudes and behaviours. While there are some fantastic initiatives from the alcohol industry - such as drinkaware.co.uk and the Challenge 21 scheme, unit awareness promotion and above-the-line campaigns - we have also sometimes dragged our heels.
So it is hardly surprising that Government, both Westminster and Scotland, are looking at pretty brash policies, such as a ban on all promotions based on price, and the introduction of short end-frames carrying a health message after all alcohol-related television commercials. Yet the reality is that headline-grabbing policies may create only the façade of change. We also need actions backed by sound evidence if they are to be effective long-term solutions.
In our responses to the Scottish Government's consultation on alcohol and to the Department of Health's Safe Sensible, Social proposal, Diageo has put forward a new way of working between industry and Government.
This partnership of co-regulation would mean that the Government and the alcohol industry would together draw up standards relating to retail promotions and labelling. These would be strictly enforced through existing laws and regulations. Diageo has also called for a new social marketing partnership between the industry, Government, the Drinkaware Trust and others. Within such a partnership knowledge would be better shared and programmes more widely adopted.
We know a system of co-regulation can work because it already does in other areas. If you look at how our industry has worked with the regulatory bodies for advertising - the ASA and Ofcom - for more than five years, you can clearly see the step change such a partnership has had in improving both people's perceptions and general advertising standards.
We really are at a major crossroads, and if we don't unite as an industry, if we don't demonstrate a universal commitment to action, and if we don't then deliver on that, then our future is ever-stricter regulation.
Benet Slay is managing director of Diageo Great Britain.
We can only make a true difference to the problem if all members of our industry and other partners unite and act together to drive a real change in attitudes and behaviours. While there are some fantastic initiatives from the alcohol industry - such as drinkaware.co.uk and the Challenge 21 scheme, unit awareness promotion and above-the-line campaigns - we have also sometimes dragged our heels.
So it is hardly surprising that Government, both Westminster and Scotland, are looking at pretty brash policies, such as a ban on all promotions based on price, and the introduction of short end-frames carrying a health message after all alcohol-related television commercials. Yet the reality is that headline-grabbing policies may create only the façade of change. We also need actions backed by sound evidence if they are to be effective long-term solutions.
In our responses to the Scottish Government's consultation on alcohol and to the Department of Health's Safe Sensible, Social proposal, Diageo has put forward a new way of working between industry and Government.
This partnership of co-regulation would mean that the Government and the alcohol industry would together draw up standards relating to retail promotions and labelling. These would be strictly enforced through existing laws and regulations. Diageo has also called for a new social marketing partnership between the industry, Government, the Drinkaware Trust and others. Within such a partnership knowledge would be better shared and programmes more widely adopted.
We know a system of co-regulation can work because it already does in other areas. If you look at how our industry has worked with the regulatory bodies for advertising - the ASA and Ofcom - for more than five years, you can clearly see the step change such a partnership has had in improving both people's perceptions and general advertising standards.
We really are at a major crossroads, and if we don't unite as an industry, if we don't demonstrate a universal commitment to action, and if we don't then deliver on that, then our future is ever-stricter regulation.
Benet Slay is managing director of Diageo Great Britain.
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