The new president of the Royal College of Physicians in Britain is calling for a total ban on all alcohol advertising. Professor Ian Gilmore also urged that taxes be raised for stronger alcohol level products and he said supermarkets selling beer as loss leaders to pull in business were being irresponsible.
The ban would have its greatest impact on sports in the United Kingdom, particularly soccer. It is estimated that alcohol brands spent more than $1.6 billion on advertising and sponsorship of sporting events in Britain in 2004. That number has increased since then and covers a range of sports from tennis to rugby.
The Royal College of Physicians says that alcohol consumption in the U.K. is increasing, while consumption in France, which has an advertising ban, has declined.