UK Withdraws Alcohol Ad Ban Plans After US Trade Deal Risks

Prime Minister Keir Starmer has abandoned plans to ban alcohol advertising in the UK after strong opposition from the US drinks industry and warnings that such a ban could jeopardize the recently negotiated US-UK trade deal with President Donald Trump's administration. The proposals, initially part of a 10-year NHS health plan, faced criticism for potentially creating non-tariff barriers to trade, leading to fears of a trade dispute or 'full-blown trade war' with the US. US companies, including major players like Brown-Forman (owner of Jack Daniel's), Diageo, and AB InBev, argued that a ban would unfairly hinder their ability to market new brands, giving British brands an advantage and risking investment and sponsorship losses. In response, the government will instead focus on public education about the health risks of excessive drinking rather than restricting advertising, marketing, or sponsorship. The decision has been welcomed by the drinks industry and related sectors, highlighting the economic importance of the UK alcohol market, which is worth £40 billion annually. Discussions between US and UK trade representatives, including Rufino Hurtado, are ongoing to address these concerns and avoid escalation under the trade agreement's dispute mechanisms.