Govt relationship with the alcohol industry is vital'

The DoH Programme Manager for Substance Misuse, spoke at yesterday's Drink Aware Trust seminar in London.

He told attendees the issue was being looked at from the top of Government.

"The Government partnership with the alcohol industry is vital. The two need to work together.

"In spring we will announce a multi million pound communication campaign on the issue."

Lawrence said the change needed is "not insurmountable" adding "alcohol labelling on bottles and cans is progressing well as we speak".

Lessons have been learnt from previous alcohol awareness campaigns though, he continued.

"The new campaign needs to be an adult conversation with information on units" rather than "finger-wagging," Lawrence added.

Yesterday, Drinkaware launched an under 18s website called the truthaboutbooze.com, which is dedicated to a frank, informative and unpatronising approach to youth alcohol awareness.

Other speakers at the event included Drinkaware CEO Jean Collingwood and Crisis Marketing Director Andy Page.