Take this latest Know Your Drinks campaign (OLN, July 25 ) with suggestions on POS material to remind people that "a few soft drinks can help pace your evening" or "when you drink have a bite to eat".
People who are already consuming alcohol responsibly know these things - as do those who aren't. Probably the reason the latter are choosing not to eat before drinking is because they want to get drunk faster - it's unlikely to be because they forgot and need a prompt when they buy their drinks.
Of course, it's good that the industry is taking steps, but does anyone seriously think this campaign will have any effect? We don't need to be patronised .
Stick to truly informative ploys such as ensuring the unit measurement is on a label , or suggesting food matches to encourage consumption with food.