Ministers are preparing an alcohol ad crackdown that could mirror restrictions on junk food marketing, including potential bans before the 9pm watershed. The move forms part of Wes Streeting’s NHS overhaul following its £29bn funding boost.
The proposed alcohol ad crackdown would follow similar “less healthy” food ad rules taking effect in 2026. Television spots may only air post-9pm, while digital and sports sponsorships face new limits. However, the government has rejected Scotland’s minimum pricing model.
Health Secretary Streeting will outline the plans in July’s 10-year NHS strategy. A DHSC spokesperson confirmed: “We’re exploring partial restrictions to align with unhealthy food ad rules.”
With alcohol killing over 10,000 Brits in 2023 (a record high) and costing the NHS £27.4bn annually, pressure for action has mounted. Dr Richard Piper of Alcohol Change UK warns current regulations fail to protect children from “incessant” marketing that glamorizes drinking.
“Kids see alcohol tied to sports, social media, and public transport ads daily,” he said. “This status quo must end.” Research shows 82% of under-18s recall alcohol branding from sports sponsorships alone.
While health groups welcome the alcohol ad crackdown, they argue tougher measures like minimum pricing remain essential. “Advertising bans alone won’t reverse record deaths,” said Jem Roberts of the Institute of Alcohol Studies. “We need comprehensive action on pricing and availability too.”
The drinks industry opposes sweeping changes, noting existing ASA bans on youth-targeted ads. But with public support for stricter controls growing, ministers appear ready to challenge lobbyists. As Streeting finalizes his NHS blueprint, this emerging policy could redefine Britain’s relationship with alcohol.
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