Government rejects MP's recommendation to curb alcohol ads

The Department of Health (DoH) has rejected the Health Select Committee's recommendations to regulat

The committee had said the current alcohol advertising, promotion and sponsorship norms are causing potential harm to children.

The government in response argued that appropriate levels of independence are already built into the current self-regulatory regime, which is enforced by the Advertising Standards Authority (ASA).

The DoH has proposed a review of the current evidence on potential harm to children from the current norms.

The Public Health minister Gillian Merron said the most effective way to tackle alcohol is to educate, to make healthy choices easier, and to support those who need help.

However, the government said it would consider complaints about alcohol ads too close to schools.

The government's response is likely to calm fears in the alcohol and advertising industries of increased external regulation and tighter restrictions on sponsorship and advertising recommended in the MPs' report published in January.