Government launches alcohol units campaign

19 May, 2008

A £10m government ad campaign designed to teach consumers how many alcoholic units are in their drinks is being launched this week.

More than three quarters of consumers don’t know how many units are in a large glass of wine, according to a YouGov poll released to coincide with the campaign launch.

As reported by OLN earlier this month, the government has agreed to run a series of tv, radio and press adverts in return for an industry commitment to put health and unit guidance on drinks labels.

Public health minister Dawn Primarolo said of the ads, which form part of the Know Your Limits campaign: “This campaign is all about helping people understand how many units are in their favourite drinks, and helping them to keep an eye on their intake for the good of their long-term health.”

Only half of men knew that their daily alcohol limit was 3-4 units, according to YouGov. Nearly two thirds of women knew that their limit was 2-3 units daily.

The government will spend £6m the units adverts, followed by £4m on an anti-binge drinking campaign to be launched by the Home Office next month.

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