In response to reports surrounding Canada’s new drinking guidelines, Matt Lambert, CEO of the Portman Group – the alcohol social responsibility body and marketing regulator said:

“Canada’s new drinking guidance is at odds with the vast majority of guidelines around the world that recognise that alcohol can be consumed in moderation and consumers can make their own choices based on practical official advice.

“The substantial and increasing majority of U.K. adults drink responsibly within the Chief Medical Officer’s guidance of 14 units a week, which remains a robust and effective guidance for those who choose to drink.”