The UK Government is currently developing a 10-Year Health Plan, which is expected to be finalized and released in the coming weeks.

While the Government has ruled out a complete ban on alcohol advertising, it is considering partial restrictions as part of the health plan.

The Department of Health and Social Care is exploring options to align alcohol advertising regulations more closely with those for unhealthy food.

Experts, including Dr. Richard Piper from Alcohol Change UK, argue for stricter advertising regulations to mitigate the negative health impacts of alcohol, particularly on children.

Research indicates that alcohol-related harm costs the NHS approximately £27.4 billion annually, underscoring the need for effective strategies to reduce consumption.

In 2023, the UK recorded over 10,000 alcohol-related deaths, highlighting the severe health impact of alcohol consumption.

The pervasive nature of alcohol advertising, including sponsorships of major events and online marketing, contributes to the normalization of alcohol consumption in society.

Campaigners believe that implementing partial restrictions on alcohol advertising could help reduce its visibility and harm, especially among young people.

The Portman Group, representing the alcohol industry, opposes broad advertising restrictions, arguing that they could negatively affect moderate drinkers while failing to address the needs of those who drink harmfully.

A draft version of the health plan suggests that officials are still undecided on whether to include a total or partial ban on alcohol advertisements.

Current regulations prohibit alcohol ads targeted at individuals under 18 and restrict their placement in programs appealing to that age group.

In related news, the Government's plans to ban TV advertising for junk food before 9pm have been delayed until January 2026, with brand-only advertising exempt from the restrictions.