A BURTON-based brewing group has joined forces with other industry heavyweights to hit out at an anti-alcohol advert.
The Society of Independent Brewers (SIBA), based at the National Brewery Centre in Horninglow Street, have written a letter jointly with the British Beer and Pub Association and the Campaign for Real Ale (Camra) to the Advertising Standards Agency to complain about the controversial advert.
The group, representing more than 700 brewers, has told the regulator that the advert was ‘extremely misleading’ in implying that drinking a glass of beer would give you cancer, backed by a voice-over which equates the risk of moderate drinking with the harm associated with tobacco and asbestos.
The 40-second television advert shows a cancerous tumour growing in a glass of beer and is part of a campaign by regional anti-alcohol group Balance to shock viewers into realising that alcohol is in the same cancer-causing category as tobacco smoke and asbestos.
Colin Shevills, director of Balance, said: “We appreciate that this is quite an uncomfortable film to watch, but evidence tells us that hard-hitting campaigns work and we want to highlight the harms that can be caused by drinking too much, too often.
“Unlike tobacco very few people associate alcohol with cancer and we need these perceptions to change.
“We need to continue to raise awareness of the potential health impacts caused by alcohol.”
Balance is funded by 12 local authorities and is part of NHS England.
It has a staff of six plus a seconded police officer.
The group campaigns on alcohol-related issues, including minimum pricing, advertising and promotions.
The advert shows a middle-aged man cooking dinner for his family while drinking a bottle of lager.
As he drinks, a tumour appears in the bottom of the glass.
It grows larger with every sip until he finally swallows it when he finishes the drink.