DRINKS firms will no longer be able to market products as “slammers” or “shooters” from midnight on New Year’s Eve under a new code of conduct designed to curb high-speed “down in one” drinking.
The code, drawn up by the Portman Group, which represents drinks makers, also bans the use of alcohol logos on children’s replica sports kit, but its main target is fast drinking. Even ads that show a drinker’s head tipped back too far as they put the glass to their lips will be covered.
Seriously, what is the fucking point of this? Does anyone really think that this is going to make the slightest difference to drinking habits?
One might argue that banning such advertising is harmless but we all know what comes next: the banning of these products entirely. Now, I am generally a real ale man, but every now and then I do like a shot—generally a double vodka on the rocks with a twist of fresh lime, as it happens—and I object to the idea that someone might try to ban me from slamming down a swifty.
But what is most worrying is that this is a continuing extension of the idea that the citizens of Great Britain are simply incapable of taking responsibility for their own actions. Apparently people are unable to resist advertising. Apparently people are getting drunk when they didn't mean to. Apparently people are unable to take any kind of responsibility for their own actions.
As this blog has long argued, the more that you isolate people from the consequences of their actions, the more unlikely they will be to consider the consequences in the first place. In this way, the Welfare State has already infantilised several generations of citizens.
Get the fuck out of my life, you over-regulating bastards.