Department of Health responds to alcohol advertising question
The question was specifically about marketing alcoholic products (stock image) (Image: Getty)
The Department of Health and Social Care has issued a message regarding ‘restrictions’ on alcohol in response to a recent parliamentary question. The question concerns the rules governing the promotion of alcoholic drinks and whether these need to be more aligned with rules on ‘less healthy foods and drinks’.
Advertisements from January 2026 less healthy foods and drinks are banned on television before 9pm and entirely online. The UK Government argues this could help remove up to 7.2 billion calories a year from children’s diets and reduce the number of children living with obesity by 20,000.
Against this backdrop, Danny Beales, Labor MP for Uxbridge and South RuislipEarlier this month he asked the Government whether it would undertake ‘an assessment of the potential benefits of imposing restrictions on alcohol in line with existing restrictions on the marketing of less healthy food and drink’.
Parliamentary Under-Secretary for Health and Social Care Ashley Dalton said current alcohol advertising followed ‘voluntary rules’. “Currently alcohol advertising is subject to voluntary rules set out by the Advertising Standards Authority (ASA).” in question.
“The ASA’s Advertising Code contains specific rules on how alcohol can be advertised, as it recognizes the social imperative to ensure that alcohol advertising is responsible.
“The Department for Health and Social Care will continue to work with the Department for Digital, Culture, Media and Sport, as the lead Government department responsible for advertising, to assess whether additional legal restrictions on marketing and advertising are required to reduce alcohol-related harm.”
Advertising for less healthy food and drink will be banned on television from January 2026 (Image: Getty)
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Mr Beales’ question comes at a time when nearly 15,000 people die from alcohol and drugs in the UK every year. Hundreds of thousands more suffer long-term consequences, costing the UK £47bn a year.
This week the Department of Health and Social Care also announced it would explore wearable technology, artificial intelligence and even virtual reality projects as part of a plan to tackle drug and alcohol addiction across the UK. £20 million in grant funding is currently available to help develop these, as well as innovative medicines, in the coming years.
Applications opened on 16 February, with up to £10 million of funding on offer for late-stage, high-impact projects that can prove effectiveness in the real world.
Minister of Science Lord Patrick Vallance said: “Cutting-edge medicines and technologies can save thousands of lives lost to alcohol and drug addiction and improve outcomes for hundreds of thousands more. Supporting both late-stage technologies and earlier-stage innovations means we create a clear and rapid route from breakthrough ideas to real-world impact.”
“This is about using the UK’s scientific excellence to prevent avoidable deaths and support recovery, while also helping innovative companies grow and thrive in the UK.”
What is alcohol abuse?
Alcohol abuse describes situations that cause harm or in which someone develops an addiction to alcohol. Besides immediate consequences like hangovers, headaches, and dehydration, this behavior can also increase the likelihood of multiple serious health complications. These include high blood pressure, pancreatitis, liver disease, dementia, and various cancers, among other conditions.
It is therefore recommended to drink no more than four ‘units’ of alcohol per week, spread over three or more days. This is the same as six medium (175 ml) glasses of wine or six pints of 4% beer.
More alcohol recommendations You can find it on the NHS website here.
