Response to World Heart Federation’s no safe alcohol level claims

Matt Lambert, CEO of the Portman Group – the alcohol social responsibility body and marketing regulator said:

“It is important not to exaggerate the risk of moderate drinking and unduly alarm responsible consumers who are more than able to make informed decisions and enjoy alcohol sensibly if they chose to do so.

“Responsible drinking forms part of a balanced lifestyle for the moderate majority, the four in five adults drinking within the Chief Medical Officer’s 14 unit a week low-risk guidelines or not drinking at all. We continue to review the studies with interest, and there is a body of evidence suggesting a low level of risk for low-to-moderate drinkers.

“However, we recognise that everyone’s circumstances are different and for some people there is no safe level of drinking, we therefore encourage consumers to take a sensible and measured approach to risk.

“Through the Portman Group Code of Practice we have ensured that for over 25 years alcohol producers do not make health claims in their marketing and packaging.”

For further details about the J-curve effect: