Intended for healthcare professionals


TV advertisement that linked alcohol with cancer was not misleading, says UK regulator

BMJ 2014; 348 doi: (Published 23 April 2014) Cite this as: BMJ 2014;348:g2793
  1. Jonathan Gornall
  1. 1London

The UK Advertising Standards Authority has rejected complaints by the drinks industry that a hard hitting public health commercial depicting a tumour growing in a glass of beer was misleading and irresponsible.

Balance, an alcohol awareness organisation funded by the 12 local authorities in the north east of England, broadcast the television advertisement across the region for six weeks in November and December last year, to coincide with alcohol awareness week.

The advertisement featured a man taking sips from a glass of beer as he prepared a meal for his children. At the bottom of the glass was a small …

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