Health: Public Health Responsibility Deal

Earl Attlee Excerpts

Thursday 27th June 2013 Grand Committee

[Baroness Coussins]

My Lords, I would like to make one general point about the role of the private sector, and then some specific points about the alcohol element of the responsibility deal. First, I declare various interests. I am an independent adviser on corporate responsibility for two drinks producers, Heineken and Brown-Forman, and one food company, Mars. Details are in the register of interests. I emphasise that my advice to them is strictly non-parliamentary, and that I had no discussions with any of those companies about what I am going to say this afternoon.

On the general point, food and drink companies often get it in the neck for engaging in the public health arena. They are criticised by cynics who simply cannot believe that companies can possibly be sincere, and think they are really doing no more than watching out for their own commercial interests. The Government are also criticised for letting the industry off the hook with voluntary action.

However, I argue that this kind of partnership is no soft option for the industry. As long as outcomes are rigorously monitored and achieve the desired results, it can be extremely effective. The first reason for this is the very high level of public scrutiny. The companies openly sign up to detailed, challenging pledges, and they will look insincere and incompetent if they do not fulfil them. Secondly, the pledges are crafted in an inclusive way involving Government, health professionals and the industry, so the outcomes are much more sustainable because they are supported by industry from the beginning. Thirdly, of course the responsibility deal is in the commercial interests of the industry. There is a strong business case for companies to help minimise the harms associated with their products. The consequences of overconsumption damage brand image as well as body image. They give the company a bad reputation and undermine shareholder value. It is a good thing that the industry has recognised this. Its businesses would not be sustainable otherwise.

This deal puts the UK streets ahead of our EU partners by showing not just what can be achieved on a voluntary basis rather than through red tape but also how quickly. The pledge on alcohol labelling, for example, will see 80% of drinks labelled with a variety of health-related information and is well on target to be achieved by the end of this year. Mandatory labelling would almost certainly require EU legislation and take years. Another pledge, as we heard, is to take 1 billion units of alcohol out of the market by 2015 by reformulating existing brands to contain less alcohol and by innovating to bring new, lower-strength brands on to the market, helping more people to drink within the guidelines by providing a wider choice of lower-alcohol products. This has become a real growth area, with dozens of new products coming on to the market. Sales of lower-strength beer have grown by 59%, according to HMRC data.

A third pledge is to provide more support for local community schemes such as Best Bar None and community alcohol partnerships. That is vital because alcohol harms in the UK vary hugely across different regions. For example, we know that nationally the vast majority of adults drink within the government guidelines and that per capita consumption and binge drinking have fallen. But we also know that alcohol-specific mortality and liver disease in Blackpool is nearly three times the national average, hospital admissions in Liverpool nearly 2.5 times the national average and binge drinking in north Tyneside 1.5 times the national average. One reason these community schemes work is because they offer a win-win outcome. In Durham there has been a 75% increase in trade in pubs that support the Best Bar None scheme because it obviously makes the pubs safer and more attractive places to go. At the same time, figures suggest an 87% decrease in violent crime. There are now more than 50 community alcohol partnerships up and running and some have seen significant reductions in antisocial behaviour.

Producers have also committed continued support to Drinkaware by not only paying their dues but also using their brand marketing to promote the charity’s campaigns. During the 2012 FA Cup, for example, more than 50 million football fans saw Drinkaware branding through a beer sponsorship that featured Drinkaware on the stadium perimeter. During the semi-final matches, there was a 30% increase in direct traffic driven to the Drinkaware home page. In fact, the number of individuals who go to the Drinkaware website has grown massively, from 2.8 million in 2011 to more than 6 million in the past 12 months. Thanks to the funding it receives from the industry, Drinkaware has proved a tremendous asset to the public health effort to promote sensible drinking. Its progress was confirmed earlier this year, along with some welcome pointers for future improvement, by an independent review panel chaired by Sir Hugh Taylor, chairman of the Guy’s and St Thomas’ NHS Foundation Trust. The industry has pledged to review the codes on advertising and marketing and a revised Portman code came into effect at the end of May this year with several even stricter rules. A new, improved code on sponsorship is due to be launched in the next few weeks.

I end on a specific question or two for the Minister. A deal, by definition, involves more than one party. We know what the industry is doing. Have the Government or the health service committed to specific pledges? For example, will the Government take on one specific suggestion from me and do more to support the industry in its efforts to change EU legislation that currently prohibits winemakers from reducing the ABV of wine by more than 2%? Think how much more quickly we could achieve the pledge to take 1 billion alcohol units out of the market if wine companies could legally do what many beer brands already are doing and reduce the strength of their brands. I know that Defra has done a great deal to assist but this issue was put on the EU table by the industry at least three or four years ago and progress has been painfully slow—mainly, I understand, because there is very little support from other member states. Will the Minister agree to speak to his Defra counterparts and fire them up again to do more to encourage other member states to help change this legislation in the interests of public health?

In my opinion, the beauty of the responsibility deal is that it is a partnership. There is a place for legislation, but if it can be balanced with voluntary action, self-regulation and personal responsibility, behaviour change and benefits to society will follow more quickly and more sustainably.

[Earl Attlee]

My Lords, I am sure that the Committee would like to hear from the noble Lord, Lord Rea, but if he speaks past 2.41 pm, he will be doing so at the expense of the Front Bench.