Carling-maker responds to critics

The study, published in this week’s British Medical Journal, found that drinks producers including Carling owner Molson Coors UK (MCUK) were targeting underage drinkers and linking their products with social success.

“It is a shame that in a week when we should be focused on the positive policy proposals and public debate on key ways to reduce alcohol harm, such sensational assertions are being made,” said a MCUK spokeswoman.

The firm voiced approval of government proposals made this week to strengthen age verification by retailers and bring to an end the culture of supermarkets selling alcohol at a loss to generate footfall.

Carling was accused of pushing the boundaries of rules governing drinks marketing in the Institute of Social Marketing study, carried out on behalf of the House of Commons health select committee.

Internal marketing papers revealed MCUK’s intention to make Carling a “social glue” through its Belong ad campaign (pictured). Other documents highlighted the aspiration to make the brand “the first choice for festival virgins” by sponsoring music festivals popular with teenagers.

The MCUK spokeswoman added: “It is an ambition for the Carling brand to be social glue: we believe that sociability and respect are both fundamental parts in responsibly enjoying our products within our communities.”

The study - dismissed as “slurs and innuendo” by Portman Group chief executive David Poley – concluded that industry self-regulation of marketing, overseen by the Portman Group and the Advertising Standards Authority, is failing.

Based on the following sources:
http://www.brewersguardian.com