In March 2011 ninety-two companies made a commitment through the Public Health Responsibility Deal to “ensure that over 80% of products on shelf (by December 2013) will have labels with clear unit content, NHS guidelines and a warning about drinking when pregnant.”
This pledge is intended to increase people’s awareness and understanding of units, the lower-risk drinking guidelines and the Chief Medical Officer’s advice on drinking during pregnancy.
The Department of Health commissioned Campden BRI to carry out two independent market surveys of compliance with voluntary agreements between Government and industry in 2008 and 2009. The 2014 market survey for the Responsibility Deal labelling pledge builds on these.
Welcoming the efforts made by drinks’ producers Public Health Minister Jane Ellison said:
“It is fantastic to see the surge of companies proactively placing these labels on their products and highlighting important health messages in pregnancy. I congratulate industry partners who have taken part, and urge others to follow suit.”
The report is available here