Britain: 10-Year Health Plan Is Gift to Big Alcohol, Fails Needs of British People

Government Retreats from Effective Alcohol Prevention

The UK Government’s long-awaited 10-Year Health Plan, released on July 3, 2025, has abandoned key alcohol policy measures that could have saved lives and prevented long-term health harm. Instead, the plan hands gifts to the alcohol industry, with the removal of a planned alcohol advertising ban and only a limited focus on labelling reforms. Despite evidence-based recommendations and public support for better alcohol policy, the UK government puts alcohol industry profits before people’s health.

For example, as reported by The Telegraph, initial proposals in the draft plan included limits on alcohol advertising and sponsorship, but these were withdrawn following immense alcohol industry interference and “trade concerns” raised by the United States. The UK alcohol industry, valued at £40 billion, claimed these measures would threaten investment and sports sponsorships. In fact, US-based alcohol producers lobbied against the policy, warning it could breach terms of the UK-US trade agreement.

Evidence Ignored Despite Rising Alcohol Harm

The removal of plans to raise alcohol marketing standards comes despite rising alcohol-related harm. According to The Grocer, alcohol harm costs the NHS £3.5 billion annually in England alone, and the wider economic toll stands at £21 billion. These harms are escalating. Sky News revealed that alcohol-specific deaths rose by 42% between 2019 and 2023. Moreover, government data shows that just 3% of the population accounts for 30% of all alcohol consumed, pointing to high levels of alcohol harm concentrated in a smaller sub-population.

£3.5 bn

Alcohol Burden on the NHS

Alcohol harm costs England’s National Health Service about £3.5 billion every year.

£21 bn

Massive Economic Toll of Alcohol Harm

The wider economic cost of alcohol harm in England reaches £21 billion annually.

42%

Steep Rise in Alcohol Deaths

Alcohol‑specific deaths in England increased by 42% between 2019 and 2023.

The government’s retreat has drawn widespread criticism. Alcohol Change UK Executive Director of Marketing and Communications Joe Marley called the plan a disappointment that falls short of the transformational change needed to prevent and reduce alcohol harm in the country. In a statement shared by Alcohol Change UK, Mr. Marley said the sidelining of Minimum Unit Pricing and meaningful alcohol advertising limits ignores proven tools for saving lives. He emphasised that any labelling reform must serve harm prevention, not industry interests.

Despite the strong evidence-based package of measures put forward for consideration, policies with the greatest potential for preventing harm for millions and saving thousands of lives, such as Minimum Unit Pricing and action to tackle relentless alcohol advertising, have once again been sidelined. If the Government means what it says in wanting the ‘best of the best’, these policies come with proven effectiveness and broad public support.”
Joe Marley, Executive Director of Marketing and Communications, Alcohol Change UK

No Advertising Ban: A Victory for Big Alcohol, Not People’s Health

As The Drum and The Telegraph both reported, the government initially floated a complete or partial ban on alcohol advertising. But after a leak of the draft triggered fierce lobbying from the alcohol industry and their front groups, all mention of marketing regulation was removed. Just Drinks confirmed the final plan contains no ban, not even a pre-watershed restriction like those used for unhealthy food.

Instead, the government shifted focus to introducing mandatory nutritional and health warning labels. This step is framed as a public awareness tool, aiming to align alcohol labelling with standards applied to tobacco, food, and non-alcoholic beverages. However, medical experts say this alone is insufficient.

Jem Roberts of the Institute of Alcohol Studies, quoted in Just Drinks, criticised the plan as “embarrassing,” noting it omits the most effective prevention policies.

It’s frankly embarrassing to launch a ‘prevention’ plan that ignores the most effective ways to prevent alcohol harm.”
Jem Roberts, Head of External Affairs, Institute for Alcohol Studies

Warnings, But No Real Accountability

The government now promises to make health warnings and calorie information mandatory on all alcohol products. According to Just Drinks, this includes a consultation on aligning the “alcohol-free” threshold with international standards, changing it to 0.5%. While welcome, these proposals pale in comparison to comprehensive prevention strategies, according to civil society.

As per The Drum reporting, the UK’s alcohol industry self-regulation body, the Portman Group, has already claimed that new labels are unnecessary and disproportionate. Yet, as research points out, voluntary labelling in the UK has long failed to communicate alcohol’s full risks. For instance, most UK alcohol products do not warn consumers that alcohol is a Group 1 carcinogen or that it is linked to at least seven types of cancer. Ireland will require such warnings by 2026.

Time for Real Prevention Measures

Public health advocates agree that small reforms won’t suffice. As The Drum outlines, the alcohol industry continues to target vulnerable populations, including children from families with alcohol problems, through digital marketing, sponsorships, and social media.

Compelling studies highlight that around the world, evidence-based alcohol policy, including minimum unit pricing, common sense alcohol marketing and availability limits have led to significant reductions in harm. WHO identifies these tools as “best buys” for alcohol harm prevention and health promotion.

The UK Government’s decision to side with the private profit interests of the alcohol industry over people’s health marks a missed opportunity.