Women in their
prime are the target group for the UK government's
anti-drinking advertising campaign this summer that
their excess drinking behaviour could lead to breast
cancer or liver failure.
Ministers have approved the controversial
move costing the exchequer £10 million in an
effort to persuade women, especially in their thirties
and forties, to cut down on their drinking with new
evidence showing that their excessive consumption
is harmful for health, says Dawn Primarolo, the Public
Three former Health Secretaries
have already called for higher taxes on alcohol to
curb Britain's binge-drinking culture. From all accounts
the taxes are slated to go up in the next month's
budget and there is already a talk of the death of
£2.99 a wine bottle, the lowest price at a supermarket.
Primarolo said: 'I'm concerned that
a lot of women are drinking much more than they think
they are.' Recent studies reported already in delWine,
indicate that the glass size has gone up from 125
mL to even 250 mL and 375 mL in some cases. With alcohol
content going up from 12% to 15-16% made her remark,
'these are women who may think that one glass of wine
equals one unit. But with the increased (alcohol)
strength of wine and large size of glasses these days,
it could be anything from one and a half units up
to three and a half units, if it's a large glass of
'The health warnings featuring graphic
warnings will be quite stark and they need to be quite
stark. We want to ensure that women know the consequences
of drinking, and know more about units so they can
decide how much they are going to drink,' she added.
However, the government fears that
too much tax hike would encourage 'booze cruise' shopping,
encouraging drinkers to go to France for cheap imports
to drink at home. It also has sympathetic ears for
the moderate drinkers who would resent being clobbered
with higher taxes.
An interesting example of such moderate
drinkers who understand the benefits of moderate wine
drinking is the British Medical Association. It has
recently applied for a late drinking license for its
London headquarters, which already has an 11am-11pm
license. BMA wants it to be extended from 9am to 1am.
The campaign, which is currently
being developed and is expected to be launched in
the spring, aims to inform the public about how much
they are actually drinking and cut the number of alcohol
related hospital admissions.
It will give clear information about
how many units there are in alcoholic drinks and aims
to challenge perceptions that say it is all right
to be drunk.