An independent charitable trust aimed at changing the UK’s drinking culture will be up and running later this year after ministers Caroline Flint and Vernon Coaker gave the go-ahead to the plans today.
The Drinkaware Trust, which will be voluntarily funded by the alcohol industry, will bring together industry, charities, lobby groups, medical experts and professionals in the field to address alcohol misuse across the UK.
There will be educational campaigns to promote sensible drinking, project aid for initiatives and pilot schemes to tackle alcohol-related harm.
Public health minister Caroline Flint said: “There is nothing wrong with drinking in moderation. Alcohol is a normal part of society and we’re not trying to stop that.
“What we are saying is that people need to be sensible and not drink excess amounts that can lead to serious conditions such as liver cirrhosis or result in disorderly behaviour,” she added.
The initiative has come from the government’s ‘Choosing Health’ White Paper and Alcohol Harm Reduction Strategy.