The UK government has officially ruled out a complete ban on alcohol advertising in its upcoming 10-Year Health Plan, despite earlier media speculation suggesting otherwise. A leak of a draft document seen by Sky News had triggered fears of a sweeping ban akin to tobacco advertising laws introduced in 2003. However, a spokesperson from the Department of Health and Social Care (DHSC) confirmed to The Grocer and Evening Standard that the plan “will not include a ban on alcohol advertising.” Instead, the government is exploring “partial restrictions” to bring alcohol promotion closer in line with junk food advertising rules.
The final version of the NHS plan is expected to be launched next week by health secretary Wes Streeting, with a focus on preventing health issues rather than imposing blanket advertising prohibitions. Any potential alcohol ad restrictions would likely target digital and social media marketing, influencer partnerships, and televised content before the 9pm watershed. Industry stakeholders warn that such measures could severely impact sports sponsorships and broadcaster revenue streams.
The decision echoes the path already taken with high-fat, salt, and sugar (HFSS) products, where TV advertising before 9pm will be restricted starting January 2026. While health advocates see these regulations as necessary to protect vulnerable groups—particularly children—from aggressive marketing, industry voices like the Portman Group argue that sweeping restrictions penalise moderate consumers and fail to address the root causes of harmful drinking.
Professionals in the public health sector, such as Professor Ian Gilmore of the Alcohol Health Alliance, welcomed the clarity and expressed hope that evidence-based policies will finally take precedence. Dr Richard Piper, CEO of Alcohol Change UK, emphasized that alcohol remains “a leading health polluter,” and called on the government to seize this opportunity to reduce public exposure and long-term harm. He criticised the current status quo, which he says glamorises alcohol through relentless advertising in sports, media, and public spaces.
Still, questions remain over whether the proposed partial restrictions will go far enough. Licensing policies, including minimum unit pricing, are also being discussed but have not been included in the current draft of the NHS plan.
