Overview

The Alcohol Marketing Bill aims to reduce children's exposure to alcohol advertising and establish permitted content for alcohol marketing in England and Wales. It restricts various forms of alcohol marketing, including advertising, sponsorship, and free giveaways, while allowing some exceptions under specific conditions.

Description

This bill defines "alcohol marketing" broadly, encompassing any activity promoting or selling alcohol products (over 1.2% ABV). It prohibits most alcohol marketing unless specific exclusions apply. These exclusions include advertisements in print media with over 90% adult readership, cinema ads with 18+ films, point-of-sale marketing in licensed premises, marketing at adult-only local producer events (defined by regulations), and radio ads between 9 pm and 6 am. All permitted marketing must include responsible drinking messages and only factual product information. The bill also addresses:

Specific Prohibitions and Restrictions:

• Prohibition of alcohol marketing: A blanket ban on most forms of alcohol marketing unless under specific exceptions.
• Free distributions: Forbids free giveaways of products or coupons intended to promote alcohol, except for specific business-to-business situations within the alcohol trade.
• Sponsorship: Bans sponsorship agreements where the purpose or effect is to promote alcohol.
• Brand sharing: Grants the Secretary of State powers to regulate the use of names, emblems, or features associated with alcohol products on other products or services.
• Displays: Regulates the display of alcohol products and prices at points of sale.

The bill includes various defences against prosecution, requiring lack of knowledge or reasonable foreseeability of the promotional effect. The Secretary of State has considerable power to create regulations defining key terms and providing specific rules for compliance, enforcement, and exceptions.

Government Spending

The bill doesn't directly specify government spending figures. However, costs will arise from developing and implementing regulations, enforcement activities, and potential legal challenges. The overall financial impact is not detailed in the bill text.

Groups Affected

• Alcohol producers and distributors: Face significant restrictions on marketing practices, potentially impacting sales and profits.
• Advertising agencies: Will need to adapt their strategies to comply with the new regulations.
• Media outlets (newspapers, periodicals, cinemas, radio stations): Face restrictions on publishing alcohol advertisements, impacting potential revenue.
• Retailers: Will need to adjust point-of-sale displays and promotions to meet the regulations.
• Children: The intended beneficiaries, experiencing reduced exposure to alcohol marketing.
• Local alcohol producers: May be affected by the definition and regulations surrounding "local" events.

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