Alcohol industry complaints that a television advertisement linking drinking with an increased risk of  developing cancer have been thrown out.

The advert, produced by alcohol campaign group Balance, showed a man in his kitchen preparing a meal. After taking a bottle of beer from the fridge and starting to drink it, a small tumour was seen in the bottom of the glass. It grew with every sip he took, before sliding down the glass towards his mouth.

Balance fought back against sections of the industry which complained that a TV advertisement highlighting the link between alcohol and cancer was misleading and irresponsible.

After considering the evidence the Advertising Standards Authority (ASA) ruled today (Wednesday 23rd April) that the Balance advertisement was not in breach of the UK code of broadcast advertising (BCAP) after complaints were received from, amongst others, the British Beer and Pub Association.

The World Health Organisation categorises alcohol as a Group 1 carcinogen, the same as tobacco, and the independent evidence base makes clear that the more you drink and the more often you drink, the more you increase your risk of developing cancer.

Remember, if you’re concerned about your own or someone else’s drinking, you can contact Compass Warwickshire and The Recovery Partnership for free and confidential support and advice.