drinks producers are taking a breath of relief as the government has dropped out the plan of forcing alcohol into plain packaging, as well. the idea was dropped out as part of a continuing inquiry by mps who are there into the government&rsquos alcohol strategy. however, the department of health, mentioned in its official response given back to the health committee probe, that there was &ldquovery limited&rdquo proofs to confirm that hardline restrictions, as introduced in nations such as norway, were either effective or proportionate. the doh evidence shows that some states, such as norway, have forbidden alcohol advertising on the whole. in france, there is a ban on tv and cinema advertising of alcohol, with monitoring on the content showed in advertising using in other media. facts and figure available on the impact of such rules and regulations is extremely limited and it is very difficult to show that they are in proportion. &ldquowhere there has been proof of potential harm adequate to substantiate action, regulators of uk have acted forcefully.&rdquo the doh commended the current role of ofcom as well as the advertising standards authority in monitoring the marketing of alcohol. the doh evidence mentioned that plain packaging is not an interference commonly used for alcohol and they are unfamiliar regarding any research on this. the doh evidently mentioned that they will keep on monitoring the effectiveness of the uk&rsquos marketing and advertising regulatory regimes to make sure the rules and regulations implemented by the regulators persist to be based on best facts and adequate to protect the public, particularly children and young people. in its evidence provided in response to the inquiry, the portman group mentioned outlawing marketing &ldquothreats commoditizing alcohol up to the point where it can only be marketed mainly on abv strength or price instead of the brand position&rdquo. it stated the strategy of government regarding working with the trade in responsibility actions such as innovating loweralcohol drinks and voluntary labelling were far more successful. in the meantime, challengers of plain packaging of tobacco products started a campaign video aimed to highlight the impact of unelected civil servants in whitehall. corresponding the government white paper on reform of civil service, the video was created by a team of the hands off our packs campaign. &lsquoplain packaging, no minister&rsquo video features a discussion between an unreal health minister and his chief civil servant regarding the interest of plain packaging. it also includes a spoof &ldquopartly political broadcast&rdquo showing the minister, the rt hon peter perfect mp. source of information httpwww.thegrocer.co.uktopicshealthwhitehallalcoholsafefromplainpackagingth…
