As part of the Government’s Responsibility Deal, the industry committed in 2011 to ensure that key health messages are included on drinks labels, including clear unit content, recommended daily guidelines and a warning about drinking when pregnant.
The aim of the pledge was to increase people's awareness and understanding of units, safe drinking guidelines and the Chief Medical Officer's advice on drinking during pregnancy. The Portman Group agreed the specification and compliance criteria with the Department of Health, and a target was set to ensure that 80% of on-shelf alcohol drinks labels contained this key health information by December 2013.
In November 2014 it was confirmed by the Department of Health and independent auditors Campden BRI that the industry had hit the 80% target through voluntary action.
“It is fantastic to see the surge of companies proactively placing these labels on their products and highlighting important health messages in pregnancy. I congratulate industry partners who have taken part, and urge others to follow suit.” - Jane Ellison, Public Health Minister
Click here to read more about drinks producers hitting the labelling target
Click here to read more about responsible labelling guidelines
Click here to read more about the Labelling Pledge