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DoH campaign raises stakes for industry

Posted in General, Advertising, Media, Russell Parsons February 25th, 2008 by Russell Parsons

“But all I need is cigarettes and alcohol!” roared Mancunian dad-rockers Oasis way back in 1994, a more innocent time when Chris Evans was cool and you could  enjoy a pint and a fag in the pub.

Of course, the first of those two vices has since been outlawed and the second, if not yet illegal is being increasingly frowned upon by a government who, along with the moral guardians in the press, seems to believe ‘Booze Britannia’ is hurtling out of control. 

The latest demographic to be pinpointed are middle aged and professional women, the focus of a £10 million pound Department of Health campaign to increase awareness of how many units are being drunk and the potential consequences of excessive drinking.

It would be churlish of me to denounce the latest DOH campaign as the worst excesses of nanny-state government intent on smothering the nation of all personal responsibility, so I will not. However, its latest campaign does throw up some interesting questions.

Why middle-aged and professional women? On my infrequent visits to ‘Booze Britannia’ I cannot say I have ever been harassed by a gaggle of exuberant female lawyers or over-40 ladettes stumbling through the streets. More likely to be seen striking a blow for girl power by, errr, drinking a lot  are bright young 20-somethings, who are also in graver need of being warned of the danger of excessive drinking now to save the NHS money on liver transplants later.

What will be a concern to the alcohol industry, desperate as it is to promote responsible drinking through self-regulatory means instead of via government legislation, is the campaign is targeting those potential female customers with the most disposable income.

The industry has been sent, albeit far from directly, another message from the government that it is gearing up again in its pursuit of a healthier, less boozy Britain.

Self-regulatory body the Portman Group should take note and raise its game if it is to avoid statutory health warnings and restrictions on advertising.