Government Reviewing Alcohol Ad Laws

Pressure is increasing on sport sponsoring alcohol brands after it was revealed that the government is considering a 9pm watershed on such advertising and a total ban on drinks brands on replica shirts as part of a new bill on child welfare.

The proposals are part of the government’s 10-year Children’s Plan, overseen by Ed Balls the Secretary of State for Children, Schools and Families, which will set new policies for all aspects of children’s lives.

The plan includes an inquiry into the commercialisation of childhood, with a ministerial group examining the links between advertising and underage drinking, and academics looking at the issue of commercial pressures on children.

Balls said: ‘Clearly if we are serious about improving the health and well-being of young people, we have to consider the impact of advertising.’

The Portman Group, the drinks industry’s own body, has already instigated a voluntary ban on alcohol drinks sponsorship on children’s replica shirts, which will come into force from 1st January 2008.