Government needs to give more guidance on how it will judge progress in responsible drinking, Diageo chief executive Paul Walsh said.
Speaking at a dinner held by Women in Advertising and Communications London, an association of marketing and creative industry professionals, Walsh said that he hoped sense would prevail at government level and was encouraged dialogue was taking place. But he added that Diageo was in the spotlight.
The industry has until 2007 to show it can act responsibly under the government’s Alcohol Harm Reduction Strategy or face legislation.
Walsh said one in five Diageo campaigns now carried a responsible drinking message.
However, he questioned the general regulatory stance taken by government.
“Why is it eroding the idea of self-accountability?” he asked, adding that it was “really preposterous” to blame advertising for society’s ills.