Instead MPs have turned their attention to the price of alcohol. The report, made public today, recommends that government introduce a minimum pricing regime, a measure which is bound to annoy supermarkets who believe they should have the freedom to set their own prices without state interference. MPs say a minimum price of 50p per unit would save 3,000 lives per year.
The wide-ranging report devotes a chapter to 'Marketing and the drinks industry'. It raises concerns that alcohol marketing vastly outspends government alcohol awareness campaigns.
According to the report, drinks brands spend up to £800m a year on advertising and sponsorship, dwarfing the COI spend of £17.6m.
As a result of this disparity, the report suggest that for every five alcohol ads an advertiser should be required to fund one public health ad.
Digital marketing and sponsorship were highlighted as particular areas of concern. The report says drinks brands should not be permitted to run activity on social networking sites and says tougher rules should govern sponsorship.
The sector's regulation came under fire and MPs called for it to be "completely independent of the alcohol and advertising industries".
"This would match best practice in other fields such as financial services and professional conduct", the report claims.
As well as the 9pm watershed proposal, other specific recommendations, include:
- Billboards and posters should not be located within 100 metres of any school.
- Cinema advertising for alcohol should be restricted to films classified 18.
- No medium should be used to advertise alcoholic drinks if more than 10% of its audience/readership is under 18 years of age.
- No event should be sponsored if more than 10% of those attending are under 18 years of age.
Simon Litherland, managing director, Diageo GB, attacked the report as "another attempt by aggressive sections of the health lobby to hijack alcohol policy-making". He labelled the proposals on alcohol advertising and sponsorship "draconian".
Rae Burdon, chief operating officer of the Advertising Association, agreed. He said: "Their only effect will be to severely damage media, brand-owner businesses and sporting events."
A spokesperson for the Advertising Standards Authority said it was "difficult to see what the benefits of a fragmented regulatory system might be", a view which was echoed by Isba.
Meanwhile, Seymour Fortescue, Portman group chairman, said there were "real concerns" on whether a minimum price for alcohol would deter hard-core drinkers.
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