Labour considers stricter regulations on alcohol ads

The Government is preparing to introduce new restrictions on alcohol advertising as part of a broader public health strategy, with proposals expected to form a key element of Labour’s forthcoming 10-year health plan.

Ministers are considering “partial restrictions” on alcohol promotion, including a potential ban on advertising before the 9pm watershed. The Department of Health and Social Care confirmed that a full ban is not on the table, but said the Government is “exploring options for partial restrictions to bring [alcohol promotion] closer in line with advertising of unhealthy food.”

Proposals under review include:

• A ban on alcohol advertising before 9pm on television.
• A complete ban on online alcohol advertising, including influencer marketing and social media promotions.
• Restrictions on advertising in media where more than 25% of the audience is under 16.
• Prohibitions on content that appeals to under-18s, such as the use of youth slang or celebrity endorsements targeting younger demographics.

Currently, many of these content-based restrictions are only part of self-regulatory guidance. The proposed changes would give them statutory force.

The measures are expected to be outlined next week by Health Secretary Wes Streeting, who will launch the Government’s 10-year health plan. The plan is expected to prioritise prevention and early intervention in tackling public health challenges.

Dr Richard Piper, Chief Executive of Alcohol Change UK, welcomed the proposals, describing alcohol as “a leading health polluter in the UK.” He noted that while overall alcohol consumption has declined, alcohol-related harm continues to rise.

“Our far weaker advertising regulations compared to other countries are not working,” Dr Piper said. “Incessant online marketing is almost impossible to turn off, and the constant association of alcohol with relaxation, celebration, and socialising glamorises and normalises its use.”

He called on the Government to seize the opportunity to “move alcohol out of the spotlight and reduce harm for millions of people.”

Internationally, similar measures have already been implemented. Ireland introduced a ban on alcohol advertising on television between 3am and 9pm in January 2025. The World Health Organization has also called for tighter global restrictions on alcohol marketing, particularly to protect young people.

However, the effectiveness of advertising bans remains contested. A 2022 report by the Institute of Economic Affairs (IEA) argued that while advertising can influence brand choice, it does not significantly affect overall alcohol consumption. “Advertising can increase the sale of individual brands,” the report stated, “but does not increase aggregate sales of the type of product being advertised.”

The Government’s final proposals are expected to balance public health goals with concerns from the advertising and alcohol industries, which have warned of potential economic impacts.

The full 10-year health plan will be unveiled next week.