Critics line up as alcohol giant funds health campaign

The drinks giant Diageo is to bankroll a scheme to alert midwives and expectant mothers to the dangers of drinking alcohol during pregnancy. The multinational brewer behind Guinness has pledged more than £4m to a training programme run by the National Organisation on Foetal Alcohol Syndrome. Under the plan, which launches today, Diageo will put its name to the education of 10,000 midwives and 1.3 million pregnant women over the next three years. Diageo, which has signed up to the proposal as part of the Health Secretary's controversial responsibility deal, last night denied criticism that it was a "promotional exercise". But charities and Labour health spokespeople opposed the plan, labelling it a "smokescreen" and accusing the Conservatives of allowing corporations further influence on public health policy. Don Shenker, chief executive of Alcohol Concern, which refused to sign the responsibility deal, said: "It is deeply worrying that alcohol education is being paid for by the drinks industry, as it is then unaccountable and not necessarily based on evidence or public health guidance." Labour's health spokesperson John Healey said: "Industry-sponsored initiatives should not be an excuse for stealth cuts to funding for public health campaigns. As we have seen with Andrew Lansley's disastrous decisions to cut funding for flu-jab advertising and anti-smoking campaigns, this government needs to be taking greater, not less, responsibility for public health." The Royal College of Physicians, which is also opposed to the responsibility deal, branded the move "a diversion". Professor Ian Gilmore, its alcohol adviser and chair of Alcohol Health Alliance UK, said, "To really make a difference, education and information must be backed-up by tougher action on the price, availability and marketing of alcohol." However, with marketing budgets squeezed across Whitehall, ministers have been forced to turn to private business to back big-money campaigns. Francis Maude, the Cabinet Office minister, has overseen a massive reduction in government spending on marketing since the coalition was formed. The reductions include a major cut to advertising spend, down from £237m in 2009/10 to £35.7m in 2010/11. Only recruitment drives for the armed forces, advice on paying taxes and public health messages have been spared. At the end of last year, as swine flu spread, Mr Lansley was forced to reverse a decision to cancel the annual publicity for the flu vaccine. Simon Litherland, managing director of Diageo Great Britain, said the sponsorship scheme was "something Diageo feels passionately about". He added: "Educating midwives and mothers about the issues that can arise when drinking alcohol when pregnant or trying to conceive is hugely important as it will potentially save many babies from being born with foetal alcohol syndrome." Anne Milton, Public Health minister, said: "Midwives are one of the most trusted sources of information and advice for pregnant women. This pledge is a great example of how business can work with NHS staff to provide women with valuable information." Diageo describes itself as "the world's leading premium drinks business". Ironically, one of its core products, Guinness, was once widely regarded as a good source of iron, useful during pregnancy or when breastfeeding. However, it contains a mere 0.3 milligrams a pint, no more than most other beers.