EC Seeks Promo Code

The drinks industry has been warned not to target young consumers by the European Commission and to take action to discourage binge drinking.

The drinks industry has been warned not to target young consumers by the European Commission and to take action to discourage binge drinking.

The announcement comes hot on the heels of the decision by the UK on-trade body, the British Beer and Pub Association, to sign its members (brewers as well as pub and bar owners) up to an agreement that effectively bans promotions that can be seen as encouraging excessive drinking, such as ‘drink as much as you want’ offers.

But the European Commission is worried that the northern European phenomenon of binge drinking is spreading across the continent and wants further action.

Markos Kyprianou, the EU consumer affairs commissioner wants drinks companies to agree a code of conduct to tackle the problems of excessive alcohol consumption, especially among young people.

Reports in the Financial Times indicate the commissioner favours European-wide selfregulation rather than new legislation or higher taxes on alcoholic drinks.

Kyprianou will present policy papers on alcohol related harm and drinking by young people to EU health ministers later in the year.