Sir Keir Starmer has dropped plans for a ban on alcohol advertising after warnings from the US that it would jeopardise his all-important trade deal with Donald Trump.
US drinks companies complained that a ban would amount to a non-tariff trade barrier with America, while the £40 billion UK alcohol industry said it would mean a loss of investment and cancelled sports sponsorships.
Proposals for restrictions on alcohol advertising and marketing were originally included in the 10-year plan for the NHS, which is expected to be unveiled this week.
But The Telegraph has learnt that the plans have now been stripped out of the document, which will contain no mention of any changes to the rules on alcohol advertising, marketing or sponsorship.
It is the latest in a series of climbdowns by the Government, which have included an about-turn over the winter fuel payment cut and huge concessions over cuts to disability benefits.
Instead of a ban, Wes Streeting, the Health Secretary, is expected to concentrate on educating the public about the health harms that can result from drinking too much.
The news will be greeted with relief by not just the drinks industry, but also sports, advertising and other sectors that rely on drinks marketing for revenue. One industry source said: “A ban never made sense and so this decision is welcomed. “We’re happy to see the Government continuing to support a special and vitally important sector of industry that is a British success story around the globe.
“The British drinks industry makes and innovates some of the best alcohol products in the world, and the Government deserves credit for recognising its importance. “This decision not to restrict advertising, marketing or sponsorship by alcohol brands, together with the recently agreed trade deal with India that will help UK drinks brands prosper, shows what smart, pro-growth policy can deliver.”
Comment of the Institute for Alcohol Studies (IAS):
The government’s failure to introduce the most effective policies to reduce alcohol harm in the 10-Year Health Plan is a dereliction of duty
The government’s 10-Year Health Plan has failed to include any measures on the price, availability, or marketing of alcohol. It only includes a promise to consult on improving labelling and support the zero and low alcohol sector.
The 10-Year Health Plan was a once-in-a-generation opportunity to re-evaluate the nation’s relationship with alcohol and tackle the shocking rise in alcohol harm. Deaths are at record highs, increasing 38% in the UK since 2019 and almost doubling since 2001. There are 1 million hospital admissions linked to alcohol every year in England alone. This harm hits our most deprived communities the hardest, with a third of deaths being in the poorest 20%, despite these communities drinking the least.