Why labels on alcohol products could soon change

Why labels on alcohol products could soon change

Alcohol products are one of the many items whose labels come under close scrutiny by both Government regulators and public advocacy groups. Since 2007, the alcohol industry has adopted and followed an independent set of rules for the naming, packaging and promotion of its products under the guise of industry body The Portman Group.

However in the near future, the Portman Group's voluntary code of conduct is likely to give way to legal requirements for labels, which could include the introduction of health warnings to product labels and clearer labelling on the number of units contained within each drink.

Under the Portman Group's code, labels for alcohol products must convey the alcoholic nature of a drink with "absolute clarity" - generally understood as displaying the alcohol content in terms of percentage per millilitre of liquid. Beyond this there are few requirements, other than ensuring that labels and packaging doesn't encourage unhealthy 'binge' drinking, target under 18's or associate the product with a variety of illicit activities or implausible benefits.

In a voluntary agreement with the government in 2007, the Portman group agreed that five 'key pieces' of information would be introduced to product labels. These included the number of alcoholic units per drink, a message about responsible drinking, a warning on drinking whilst pregnant, a logo and link for the Drinkaware website and a clear display of the NHS's recommended limits on alcohol consumption.

Unfortunately, in the words of the government's consultation on alcohol labels, "the industry has failed to deliver". By 2008 only 6% of alcohol labels had this information and it is believed that only 15% carry this information today.

Since February, the health department has been considering making this information mandatory. Additionally, it may require manufacturers to place warnings in clear view - on the front of packaging.

Although this has been opposed by the Portman Group, a YouGov survey conducted in May 2010 suggests that the public would welcome clearer information on all alcohol products. 60% of those surveyed said that alcohol labels should contain health warnings similar to cigarette packets and other tobacco products.

Now the industry is under pressure to see if its voluntary code can have an impact on product labels found in stores. Ministers have set a target of 2012 for "at least 50%" of all cans and bottles to carry health warnings and the other four items of information. If it does not then a mandatory labelling scheme seems certain for distillers, wine makers and brewers throughout the UK.

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