By the end of 2008 all alcoholic drinks packaging will carry warnings about the number of units of alcohol within, as well as tips on safe drinking limits.

The labels will form part of Department of Health’s (DOH) social awareness initiative launched today under the Drink Aware banner. They have been developed in conjunction with the British Retail Consortium (BRC).

Labelling will apply to all alcoholic drinks products, including those sold through the on-trade as the Government looks to promote the responsible retailing of alcohol in 2008 to combat binge drinking.

Andrew Opie, head of food policy at the BRC, likened the labelling to nutritional information on food packaging and said they were keen to engage in public health issues.

“[Our members] have been actively involved in the development of this label and the concise and simple way it sets out information gives consumers an easy way to make informed decisions about how to enjoy alcohol responsibly,” he said.

Pubs in Scotland are already facing a crackdown over the way they sell alcohol under impending responsible drinking guidelines that will include the abolition of drinks promotions such as happy hour.

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