19.07.12
Civic duty
The Health Committee’s report on the Government’s strategy on alcohol includes some positive guidance on what must be done to improve the policy’s clarity and effectiveness.
But perhaps one of the most interesting points in the review was the Committee’s attitude towards the alcohol industry, which has taken some significant steps towards promoting a more responsible approach to drinking.
With every move to protect young people from such advertising, or to focus on creating ‘brand loyalty’ as oppose to a generation of new consumers, the industry expects an inordinate amount of gratitude and praise.
Given the cost to their business for taking these steps, they have come to rely on and even expect a boost to their reputation for complying with government regulation.
Yet the Committee claims that this behaviour should not be viewed as an act of generosity and good meaning, but as simple evidence of companies fulfilling their civic duty.
Whilst this is no doubt an ideal to aim for, and by its very dissonance with reality serves to demonstrate our warped view of the public relationship to the alcohol industry, it may be that the practical route to achieving tighter regulation, protection for our young people and a more responsible society, is to continue to offer positive feedback in exchange for their efforts.
Still, it is probably a great thing that this truth has been voiced, if only to startle the industry into reconsidering its position and responsibilities.
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