The Government wants to implement a mandatory code of practice for alcohol retailers in an effort to curb irresponsible binge-drinking. Home Secretary Jacqui Smith and Health Secretary Alan Johnson have just announced a broad outline of proposals which restrict the use of promotional tactics like selling alcohol as a loss-leader in supermarkets, and called time on ‘happy hours’ or ‘all you can drink for £x’ deals in clubs and pubs.
Understandably the Institute of Sales Promotion (ISP) is not best pleased. Their CEO, Annie Swift, sees this as a restriction on marketeers ability to inform consumers effectively, whilst taking away any opportunity for self regulation.
Don't interfere
At the Sales Promotion Blog, we feel that this initiative reflects the more sinister trend towards Governmental interference in the promotions industry as a whole using the blunt instrument of mandatory legislation. There are two issues with this as far as we can see:
1) They’re not addressing the real cause of the problem
2) It sets a precedence for future intrusion into other promotional activity. What’s next? Curbing collector schemes or price promotions on crisps and chocolate which might lead to obesity? Can’t consumers decide for themselves what they should consumer?
Drink problem
We agree that if you pile booze high and sell it cheap, the punters will come running. Treating booze as a loss-leader in the same way as staples like milk is totally irresponsible. So why not enforce minimum prices on alcohol? The fact of the matter is that we are a nation where drinking is not only socially acceptable it is culturally ingrained. To compound this, the price of alcohol has become increasingly affordable over the last three decades and people no longer seem to recognise ‘when to stop’.
Quiet neighbours
It has long been recognised that our European neighbours not only have access to cheaper alcohol, but they also manage not to go out for a spot of binge drinking, followed by a quick punch-up or rampage on the way home. This reflects their altogether more responsible attitude, stemming from exposure to alcohol at a younger age, usually in the context of eating a meal in company. So for them, drinking is a mere accompaniment to the main event, not the event in itself.
Easy option
Clearly tackling this endemic issue will not be stopped by withdrawing price promotions. Changing the UK drinking habit requires a cultural shift which would take a huge amount of time, motivation and money.
No wonder our beloved government will always opt for the quick fix not the right fix.
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