A complaint against Wolfie’s Whisky has not been upheld by the alcohol industry’s Independent Complaint Panel (ICP). The full decision can be read here.

The complaint, received from a member of the public, raised concerns that the packaging contained a cartoon like character which could have particular appeal to children under Code rule 3.2(h) and that text on the packaging could encourage bravado under Code rule 3.2(b) and irresponsible consumption under Code rule 3.2(f). The complaint was considered under the three Code rules and not upheld by the Panel.

The Panel discussed the term ‘rascal’ which appeared on the packaging with the phrase “Rascal of a thing” and noted that it was typically a light-hearted term used to refer to cheekiness, as opposed to being synonymous with illegal behaviour or criminal activity.

The Panel further considered the line in the context of the rest of the packaging, which included a prominent illustration of a cartoon wolf smiling and winking. The Panel noted that the wolf was presented in a friendly albeit cheeky way, and this contributed to the impression that ‘rascal’ was intended to refer to mischievous characteristics, rather than creating an association with bravado. The Panel did not uphold the complaint under Code rule 3.2(b).

The Panel considered that as the packaging did not create an association with bravado, there was nothing in that regard which encouraged irresponsible consumption. When assessing the rest of the packaging, the Panel noted that the drink was a collaboration with Rod Stewart but stated that a connection to a rock star was not enough to encourage consumers to drink irresponsibly. Accordingly, the complaint was not upheld under Code rule 3.2(f).

The Panel then considered whether the packaging of Wolfie’s Whisky had a particular appeal to under-18s as raised by the complainant.  The Panel noted that the wolf was depicted in a smiling friendly way and that the illustration was reminiscent of pre-1970s cartoons. The wolf also had a top hat on which included a playing card, which could be understood as a reference to adult card games or rock and roll culture, creating further separation from contemporary children’s cartoons.

The rest of the bottle was typical of spirits packaging and there were no other elements on the front or back which were likely to have a particular appeal to under-18s. Therefore, the Panel did not uphold the complaint under Code rule 3.2(h).

Chair of the Independent Complaints Panel, Rachel Childs said: “It’s vitally important under the Code that producers ensure their products do not have particular appeal to under-18s, or encourage bravado or irresponsible consumption. In this case, the Panel concluded the cartoon wolf was presented in a way which created separation from contemporary children’s cartoons and, combined with other elements on the packaging which were typical of spirit products, did not have particular appeal to under-18s.”

Co-founder of Wolfie’s Whisky, Duncan Frew said: “We’ve taken great care while building every element of the Wolfie’s Whisky brand over the last two years. Having worked closely with the Portman Group to ensure our marketing and branding is on the right side of the Group’s guidelines, we are pleased with the outcome of this situation.”

A complaint against BrewDog’s ‘Wingman’ beer has not been upheld by the alcohol industry’s Independent Complaint Panel (ICP). The full decision can be read here.

The complaint, received from a member of the public, raised concerns about the beer’s cartoon style packaging under Code rule 3.2(h) which states that a product should not have a particular appeal to under-18’s. The complaint was not upheld.

The Panel assessed the packaging and noted that it included a prominent large design of a cartoon anthropomorphised bird on the front of the can. The Panel considered that while anthropomorphised animals could have a particular appeal to under-18s, the character in this case had a stern, unfriendly expression that contrasted with anthropomorphised animals which usually appeared in children’s media. The Panel noted that the character design was complex, with the bird dressed as a military pilot with elements such as facial tattoos which ensured the character appeared more adult in nature.

After assessing the packaging in its entirety, the Panel considered that while the style was cartoon-like and the character was the dominant theme, on balance, the design was retro in style, mature and reasonably complex. The Panel concluded that while the design may have a level of appeal to children, it did not constitute a particular appeal to under-18s and did not uphold the complaint under Code rule 3.2(h).

The Panel also considered the product under three other Code rules, including whether the product communicated it’s alcoholic nature with absolute clarity, but found no breach of the Code.

Chair of the Independent Complaints Panel Rachel Childs said: “It’s absolutely vital under the Code of Practice that producers take care to ensure their alcohol products don’t have particular appeal to under-18s. In this case, while the packaging was cartoon-like and the character was the dominant theme, it was clear from the overall impression of the product that it did not have a particular appeal to children.”

The alcohol industry’s Independent Complaints Panel (ICP) is now recruiting for two new members to sit on its Panel.

Complaints made under the Portman Group’s Codes of Practice are adjudicated by the ICP, who meet a minimum of six times a year, and represent a wide range of backgrounds and experience.

The membership of the Panel is diverse and independent from the Portman Group, representing a wide range of backgrounds and experience, and is chaired by Rachel Childs.

Recruitment has opened to replace members whose terms of appointment have come to an end, and in order to keep a balance of expertise and experience, we are particularly interested in applicants with:

• A professional background working with young people.
• An insight into youth trends and behaviour (e.g. working in education).
• Experience in youth or social work

Panel members are also required to have sound judgement, good communication and listening skills, a reasonable awareness of alcohol issues, a balanced view of alcohol’s role in society and to be genuinely independent and objective in their thought and approach.

To ensure that the Panel is diverse, applications will be welcome from anyone who believes they would make a useful contribution to the work of the ICP, so there is no required level of experience and we encourage applications from anyone over the age of 18. Applications are particularly welcomed from those based in Wales, Scotland and Northern Ireland.

Please note that anyone who is, or has been, directly employed by an alcoholic producer is ineligible to apply for these vacancies.

Applications close on 2 February 2023 with interviews expected to take place on the 11, 12 and 15 March.

Those interested can view the full details and how to apply on the job advert here.

Chair of the Independent Complaints Panel Rachel Childs said: “Over 170 irresponsible and inappropriate alcohol products have either been re-branded or removed from the market as a result of decisions made by the Independent Complains Panel – so this is a really exciting opportunity for the right candidates to join us in continuing to drive industry changes and protecting consumers.

“To maintain the diversity of the Panel we’re particularly interested in applicants with professional experience in working with young people, but we would fully encourage applications from anyone who can demonstrate the required skillset.”

• Huge rise in 18-24 year olds considering themselves either regular or occasional drinkers of low and no alcohol products.
• Almost a quarter of drinkers have cut down on alcohol due to alcohol alternatives
• UK consumers drink alcohol alternatives to avoid drinking excessively at social events and be able to drive home

The Portman Group’s sixth annual survey in partnership with YouGov shows that young people are the biggest consumers of low and no alcohol alternatives, with nearly half (44%) of 18-24 year olds surveyed considering themselves either an occasional or regular drinker of alcohol alternatives, compared to 31% in 2022*.

Trends also show that the younger generation are now the most sober age group overall, with 39% of 18-24 year olds not drinking alcohol at all.

The results show how these products have contributed to increasing moderation among UK drinkers – with a rise in respondents who have seen their alcohol consumption decrease as a result of low and no alcohol products (23% compared to 21% in 2022)** and over a third (35%) of those surveyed now consider themselves an occasional or regular drinker of alcohol alternatives – a significant increase from 2022 (29%).

Our research continues to tell a positive story of how low and no products have become an important and normal part of how the UK public moderate their drinking and tackle potential harm – with three quarters (75%) of UK drinkers having at least tried a low and no alcohol alternative, compared to a third (33%) of non-drinkers.

For the sixth year in a row the most popular reasons to drink alcohol alternatives are to avoid drinking excessively at social events and being able to drive home.

This reinforces how they could play an important role in tackling wider alcohol-related harm, such as drink driving, and aiding people in staying within the Chief Medical Officer low-risk guidelines of 14 units per week.

Of those who could recall, UK consumers most often drink these products alternating with alcohol or on drink free days during the week and 83% first tried an alcohol alternative through a product which shared branding with an alcoholic product.

Matt Lambert, CEO of the Portman Group said: “It is welcome to see a further rise in the popularity of low and no alcohol alternatives as well as further evidence of how they are an important tool to help UK drinkers, particularly younger adults, to drink responsibly.

“The availability of alcohol alternatives has never been more abundant and we eagerly await the outcome of the recent UK Government consultation on low alcohol descriptors, which we hope will further facilitate the growth of the UK low and no alcohol market.”

Notes to editors

1. All figures, unless otherwise stated, are from YouGov Plc. Total sample size was 2197 adults. Fieldwork was undertaken between 16th – 17th November 2023. The survey was carried out online. The figures have been weighted and are representative of all UK adults (aged 18+).
2. *N.B There was a change in question wording between 2022 and 2023 surveys from ‘often’ and ‘sometimes’ to ‘regular’ and occasional’ in terms of typical low and no alcohol alternative consumption, and impact on alcohol consumption since ‘first trying’ an alcohol alternative to ‘due to’ and alcohol alternative.
3. **Excluding those who did not drink alcohol before first trying a low and no alcohol alternative.
4. A spokesperson is available for interviews upon request.
5. The Portman Group was formed in 1989. It is the alcohol industry regulator and social responsibility body. It has over 160 Code signatories from producers, retailers and membership bodies.
6. The Portman Group is funded by 19 member and associate member companies: Asahi UK Ltd; Aston Manor Cider; Bacardi; Beam Suntory; Brown-Forman; Budweiser Brewing Group UK&I; Campari; C&C; Diageo GB; Edrington UK; Heineken UK; Mark Anthony Brands International; Mast-Jäegermeister UK; Molson Coors Beverage Company; Pernod Ricard UK; Punch Pubs & Co; SHS Drinks; Thatchers’; and Treasury Wine Estates.
7. The Code of Practice for the Naming, Packaging and Promotion of Alcoholic Drinks was first published in 1996. In 2021, we celebrated the 25th anniversary of the Code. The Code seeks to ensure that alcohol is promoted in a socially responsible way, only to those aged 18 and over, and in a way that does not appeal particularly to those who are vulnerable. The Code has helped create an industry that works effectively within the context of a self-regulatory model, while encouraging design, innovation and creativity. This has been done in an effective, responsive and inexpensive way.

• Effectively – over 170 products have been amended or removed from the market. Many hundreds more have been helped to adhere to the Code before appearing on shelves through the support of the Advisory Service;
• Responsively – there have been five updates to the Code over 25 years responding to changes in public attitudes and expanding its reach; all without recourse to Government or Parliamentary time;
• Inexpensively – the leading members of the industry are currently funding the model for all to be protected at no cost to the public purse.

• A spiced rum gift pack containing a sex toy and a copy of the Kama Sutra has been discontinued after a complaint was received and then upheld by the alcohol industry’s Independent Complaints Panel (ICP).
• The product name ‘Love Potion’ was also found to be in breach as well as its label text which claimed the product was a ‘proven aphrodisiac’, and told consumers to “entice your pirate lover with shimmering lust dust’.

Pirate’s Grog Love Potion No.9 Spiced Rum and gift pack were upheld under two Code rules as they were found to create a direct association with sexual activity and sexual success under Code rule 3.2(d), and suggested they had therapeutic qualities which could change mood or behaviour under Code rule 3.2(j).

The complaint, made by Identity Drinks Brand, against the gift pack, read: “This can’t be allowed? Sex Toys with alcohol”.

During the Informal Resolution consideration stage, the Chair of the Independent Complaints Panel (ICP) raised concerns about the product name and back label text of Pirate’s Grog Love Potion No.9 Spiced Rum, and therefore ruled that the packaging and the gift pack should both be considered by the Panel.

In response to the Panel’s Provisional Decision, the company accepted the Panel’s findings regarding the Love Potion No.9 Gift Pack and confirmed it had been discontinued.

A copy of the Panel’s full decision is available here.

Pirate’s Grog Love Potion No.9 Spiced Rum

When assessing the back label, the Panel noted that it included text which read ‘Love Potion No.9 entice your pirate lover with shimmering lust dust’ and ‘a proven aphrodisiac… let the fireworks begin!’. The Panel considered that referring to the drink as a means to entice a romantic partner, or as a substance alleged to increase sexual desire, created a direct association between the drink and sexual activity as well as sexual success.

The Panel discussed the company’s response to the provisional decision, in particular the producer’s assertion that wild cherries were considered to be an aphrodisiac and that it was not against guidelines to describe the ingredients in a drink. The Panel acknowledged that referring to an ingredient in the drink, such as wild cherries, was acceptable, however by stating its aphrodisiac effect it implied that the drink could increase sexual desire.

Accordingly, the Panel found the packaging in breach of Code rule 3.2(d).

The Panel considered that the product name Love Potion No. 9 alone suggested that consumption of the drink could change a person’s mood and behaviour by creating feelings of love and romance.

The Panel assessed the overall impression of the packaging and noted that the front label included a heart and cross image in the style of a skull and crossbones, combining the association of a warning and recognised medicinal logo. The Panel assessed the back label text which stated a “proven aphrodisiac” which suggested the drink could create sexual feelings and therefor change an individual’s mood and behaviour.  Therefore, they also found the packaging in breach of Code rule 3.2(j).

Pirate’s Grog Love Potion No.9 Gift Pack

The Panel considered that the inclusion of the Kama Sutra, a well-known book related to the depiction of sexual positions, and a sex toy in a gift pack with alcohol was wholly inappropriate under the Code. The Panel concluded that the combination of items in the gift pack, in addition to the product packaging of Love Potion No.9 Spiced Rum, created a direct association with sexual success and sexual activity. Accordingly, the complaint was upheld under Code rule 3.2(d).

As the Love Potion No.9 Spiced Rum bottle was also included in the gift pack, the Panel considered whether the concerns raised regarding the name packaging of Love Potion No. 9 Spiced Rum under Code rule 3.2(j) would also apply to the gift pack, as the drink formed part of it. The Panel concluded that the same rationale would apply as its overall impression included the drink’s packaging. Accordingly, the gift pack was also found in breach of Code rule 3.2(j).

The company has now agreed to change the name and packaging of Love Potion No.9 rum.

Chair of the Independent Complaints Panel Rachel Childs said: “It is wholly and unquestionably inappropriate for an alcohol product to come packaged with a copy of the Kama Sutra and a sex toy, which the Panel unanimously agreed creates a clear association with sexual success and activity.

“I welcome that the gift pack was removed from the market as part of the producer’s response, and that, through the Portman Group’s subsequent engagement with the producer, they have now agreed to change both the name and packaging of Love Potion No.9 rum to reflect the decision of the Panel.

“It is absolutely vital that producers take into account the Code and ensure alcohol products don’t create any implication that they will assist consumers in sexual success. I would encourage any producers who may be unsure to contact our free and confidential Advisory Service.”

The Portman Group’s Independent Complaints Panel (ICP) upheld more than double the amount of complaints in 2023 compared with the previous year, with products subject to upheld complaints most commonly found to have breached the Code for having a particular appeal to under-18s.

This year 13 complaints were upheld and four not upheld, compared with five complaints which were upheld in 2022 and 16 not upheld.

However, the overall number of complaints received was down from 60 in 2022 to 42 in 2023.

There was a rise in upheld complaints this year concerning alcohol products found in breach of Code Rule 3.2 (h) – which requires that a drink’s naming, packaging and any promotional material or activity does not, in any direct or indirect way, have a particular appeal to under-18s.

Nearly half of the cases considered by the ICP this year were upheld under this rule, compared with three in 2022. Examples in 2023 include Carbon Crush IPA which featured wrap around comic book cartoons and Tiny Rebel’s ‘PRIMED’ beer which employed the same font, colour, flavour and style as the hydration soft drink popular with children.

This year the Portman Group revised Code Rule 3.2(h) and accompanying guidance to bolster protection for under-18s following a public consultation. The amended rule now explicitly prohibits brand names, logos and trademarks on merchandise which has particular appeal to under-18s or is intended for use primarily by under-18s and prevents any link between alcohol and childhood.

Producers who are unsure of the requirements under the Code or have any questions in this area are strongly encouraged to make use of the Portman Group’s free and confidential Advisory Service. This year, the regulatory team have received over 300 requests for advice through the service and 98% of these were answered within 48 hours.

This year there were also five complaints upheld under Code rule 3.2(f) which states that a drink, its packaging and any promotional material or activity should not in any direct or indirect way encourage illegal, irresponsible or immoderate consumption, such as drink-driving, binge-drinking or drunkenness. Five complaints were also upheld under Code rule 3.2(j) which states alcohol products should not suggest they have therapeutic qualities, can enhance mental or physical capabilities, or change mood or behaviour.

Three complaints were upheld under Code rule 3.2(b) which states that alcohol products should not suggest any association with bravado, or with violent, aggressive, dangerous, anti-social or illegal behaviour, with two cases upheld for linking directly to guns (Cosa Nostra and AU Vodka Gold Gang Money Gun). Three complaints were also upheld under Code rule 3.3 which states a drink’s name, its packaging and any promotional material or activity should not cause serious or widespread offence.

Matt Lambert, CEO of the Portman Group said: “While we have seen a significant rise in upheld complaints this year, it is reassuring as the alcohol industry’s self-regulator to see robust decisions being made by the Panel and irresponsible and inappropriate products being removed from the market as a result, in turn driving industry change and protecting consumers.

“It is encouraging that for all of the cases upheld for having a particular appeal to under-18s, the producers in question took immediate action to remove the products from the market following the decisions of the Panel, demonstrating the efficiency of the self-regulatory model and the industry’s commitment to improving standards and marketing responsibly.

“Our primary purpose is to protect consumers from harm, particularly those who may be vulnerable, so a fundamental priority is protecting those who are under-18, and as such we have bolstered our guidance and amended our Code this year to provide even further clarity to producers.

“I would encourage all producers who are unsure of the requirements under the Code to contact the Portman Group’s free and confidential Advisory Service.”

The Portman Group is delighted to announce the appointment of Rachel Childs as new Chair of the Independent Complaints Panel (ICP), following seven years as a serving member.

Rachel was appointed as the Panel’s first Deputy Chair in January 2022 and took over as interim Chair of the Panel in September 2023.

Her breadth of experience and commitment to alcohol regulation well equips her to lead the Independent Complaints Panel, which considers complaints brought forward on the naming, packaging, promotion and sponsorship of alcoholic drinks based on the Portman Group’s Codes of Practice.

This followed the departure of Nicola Williams in September 2023 who after a successful term stepped down from the role to focus on her wider portfolio of work as a part-time Crown Court Judge and Penguin published author.

As a former headteacher with an impressive and varied career spanning over ten years in regulation, Rachel has a wealth of experience to bring to the role. She served on the Advertising Standards Authority (ASA) Council between 2011 and 2019, and currently sits on the Advertising Advisory Committee, providing consumer input into the development of the CAP and BCAP codes.

Rachel also works for several regulators across a variety of industries. She is a Fitness to Practise Committee Panel Chair at the Nursing and Midwifery Council and a Lay Member of the Professional Conduct Committee at the Architects Registration Board. She also sits as a Chair and Panellist for the Independent Appeals Panel assessing Third Stage Penalty Fares Appeals.

On top of this Rachel also currently sits as Safeguarding Trustee on the board of Priors Court Foundation, a large charity near Newbury providing residential care and education for young people with complex autism.

Matt Lambert, CEO of the Portman Group said: “I am delighted to appoint Rachel as Chair of the Independent Complaints Panel following our recruitment process.

“Having sat on the panel since 2016, two years of which she spent as Deputy Chair, I know Rachel brings a wealth of experience and commitment to the role which will enable her to successfully lead the Panel as they continue to ensure irresponsible alcohol marketing is addressed as quickly and robustly as possible.”

New Chair of the Independent Complaints Panel Rachel Childs said: “I’m incredibly proud and hugely excited to have been appointed as Chair of the ICP, leading a strong and experienced Panel who are committed to making careful, considered and fair decisions on alcohol products in order to regulate the alcohol industry.

“Past decisions of the Panel have led to more than 170 irresponsible and inappropriate products either being re-branded or removed from the market, in turn driving industry changes and protecting consumers, so it is a hugely valuable role and I am looking forward to getting started.”

Two beers produced by the brewer Northern Monk – Rocket Lolly IPA and Wasted Hot Cross Bun Pale Ale – have been discontinued after complaints by members of the public were upheld by the alcohol industry’s Independent Complaints Panel (Panel). A copy of the full decision for Rocket Lolly IPA is available here and a copy of the full decision for Wasted Hot Cross Bun Pale Ale is available here.

Rocket Lolly IPA

The Panel ruled that ‘Rocket Lolly IPA’, had a particular appeal to under-18s (Code rule 3.2h) and didn’t communicate the alcoholic nature of the drink with absolute clarity (Code rule 3.1)

One complainant said: “We have raised our 4-year-old to understand what alcohol is and why he is not permitted to try it. However, when he saw his dad drinking this beer and heard that it was called Rocket Lolly, he became very upset that he wasn’t allowed to try it, even after we made clear it was beer. Of the dozens of different can designs he’s seen, this is the only one that has ever held appeal to him.”

The Panel noted that frozen rocket lollies are primarily marketed at young children, and that the label included bright contrasting colours and cartoons. It therefore concluded that the product packaging had a particular appeal to under-18s and upheld the complaints under Code rule 3.2(h).

The Panel also found that the alcoholic descriptor ‘IPA’ and the drink’s alcoholic strength by volume (ABV) of 4.7% were not easily visible on the packaging because they were presented in a comparatively small black font which was not easily visible against a dark purple background.  The Panel considered that in the context of a well-known frozen ice lolly which made a virtue of its fruit flavours in design, and was not a product typically associated with alcohol, the packaging should work harder to ensure that it communicated its alcoholic nature with absolute clarity.  Therefore, the Panel also upheld the complaint under Code rule 3.1.

Wasted Hot Cross Bun Pale Ale

A complaint was also made against a second Northern Monk beer, Wasted Hot Cross Bun Pale Ale, under Code rule 3.2(f) which states that a drink, its packaging or any promotional material or activity should not in any direct or indirect way encourage illegal, irresponsible, or immoderate consumption, such as drink-driving, binge-drinking, or drunkenness.

The complainant said: “The word wasted is common slang for being very, very drunk […and] the most prominent word on the packaging.”

The Panel acknowledged that the beer was intended to generate discussion about food waste in the UK and that some of its proceeds went to charity. However, the Panel expressed concern about the prominence of the word ‘wasted’ on pack and considered that most consumers would be familiar with the slang interpretation of the word and, when included on an alcoholic drink, it would be more readily associated with a style of consumption rather than food wastage.

On this basis, the Panel concluded that the packaging indirectly encouraged immoderate consumption and drunkenness. Accordingly, the Panel upheld the complaint under Code rule 3.2(f).

Northern Monk have now discontinued both products.

Commenting on the decision, the interim Chair of the Independent Complaints Panel, Rachel Childs, said: “I welcome that Northern Monk has decided to discontinue both beers which in this instance have fallen foul of the Code. Producers of alcoholic drinks should take care to ensure their products are marketed responsibly, without a particular appeal to children and that they do not encourage, even indirectly, immoderate consumption. I would encourage all producers who are unsure of the requirements under the Code to contact the Portman Group’s free and confidential Advisory Service.”

The Portman Group has amended a rule in its Naming and Packaging Code of Practice to bolster protection for under-18s following a public consultation.

The Portman Group ran a narrow three month long public consultation between May and July of this year to clarify the application of Code Rule 3.2(h) relating to particular appeal to under-18s. The consultation received written submissions from a range of stakeholders, including trade associations, the charity sector and alcohol producers all of which were supportive of the proposed changes to the Code.

After consultation, the revised Code of Practice, the Sixth Edition (Amended) has now been published. The amended rule now explicitly prohibits brand names, logos and trademarks on merchandise which has particular appeal to under-18s or is intended for use primarily by under-18s.

The new rule reads in full: “A drink, its packaging, and any promotional material or activity should not in any direct or indirect way have a particular appeal to under 18s. A producer must not allow the placement of brand names, logos or trademarks on merchandise which has a particular appeal to under-18s or is intended for use primarily by under-18s.

The amendment to the Code ensures consistency between the Portman Group’s Naming, Packaging, and Promotion of Alcoholic Drinks Code and its Alcohol Sponsorship Code, with the intention of preventing any link between alcohol and childhood.

Following publication there will now be a three-month grace period during which time producers and marketers are expected to familiarise themselves with the change to the Code and arrange training for staff, including from the Portman Group, on the newly amended Code Rule 3.2(h). The existing Code will continue to apply during this time.

During the consultation, the Portman Group also reviewed whether any process efficiencies could be made to the complaints system. Amendments have been made to the Informal Resolution Process and the formal investigation process intended to streamline the process without affecting the rights of those complaining or of producers.  The changes can be found in full here.

Commenting on the revised Code, Matt Lambert, CEO of the Portman Group, said: “The Portman Group’s primary purpose as a self-regulator is to protect consumers from harm, particularly those who may be vulnerable, so a fundamental priority is protecting those who are under 18.

“We know that the industry already has a strong record of compliance in this area, with 76% of complaints not upheld in 2022 but it remains a core area of concern that we deal with in our complaints system and free, confidential Advisory Service. It’s therefore vital that the Code constantly evolves in in a way that reflects the creative and dynamic industry it regulates, in order to maintain its effectiveness.

“This change further prevents any link between alcohol and childhood.”

Breaking Down Barriers by CFE Research

Breaking Down Barriers – International and UK approaches to help dependent drinkers access treatment by CFE Research.

This literature review reviews and presents in one place the existing evidence in the UK and internationally around barriers to accessing treatment and effectiveness of intervention pathways.

While it is important to note that the vast majority of the population in the UK do not exceed the Chief Medical Officers recommended lower risk guideline of 14 units or less of alcohol per week, there is a small minority of people who drink more than 35 (female) or 50 (male) units + a week, with some of these becoming dependent. This is an important addition to the bank of research that summarises the research into the existing barriers that high harm drinkers face when accessing support. It presents potential options for policymakers to consider when reviewing the support in place to help.

Key findings

Existing data demonstrates that nearly half of dependent drinkers successfully complete treatment. However, of those who would be eligible to access treatment, just 1 in 5 (18%) of dependent drinkers are in treatment.

The literature review points to five significant barriers to people accessing treatment, including:

• stigma around alcohol misuse;
• this cohort face interrelated complexities;
• existing services are hard to navigate;
• some services do not meet the needs of this cohort;
• and potential limitations of professional capacity and resources.

Cost analysis has determined the potential that for every £1 spent on treatments for alcohol dependency there is an immediate £3 benefit, demonstrating some potential options that can support existing government funding allocation for this group.

It can be concluded from the existing research that there is no one silver bullet that will address all barriers to treatment, but a combination of the following five approaches could help to break down some of the barriers this cohort face, including:

• digital interventions;
• assertive outreach;
• collocated and integrated services with multi-disciplinary teams;
• building capacity among professionals;
• and community, family and peer support.

CFE Research

CFE are hugely respected researchers and specialise in health and wellbeing. They have worked extensively with the public sector and other not for profit bodies including the evaluation of the Fulfilling Lives programme that explored ways to better support people experiencing multiple forms of disadvantage. They also published the evaluation of Active Ageing and Tackling Inactivity and Economic Disadvantage for Sport England and an Evaluation of the Primary Science Campaign for the Wellcome Trust.

In their own words they are: ‘Passionate about effective research and evaluation, we take a rigorous, robust approach to a range of projects. Applying our unrivalled knowhow, we deliver fast, accurate results that help you to evaluate policies and programmes and understand what works and why.”

Read the report here.