(TDB) -The drinks trade has reacted to new guidance on alcohol consumption which has seen the recommended weekly allowance for men drop by seven units to the same level as women, putting UK advice “out of line” with Europe and reclassifying a new group of men as “at risk” drinkers.

Previous NHS guidance, published in 1995, advised that men should not drink no more than three to four units a day – up to 21 units or less a week – while women should not drink more than two to three units a day, or up to 14 units a week. New guidelines published today have lowered the recommended intake for men to the same level as women, which equates to six pints of average strength beer or seven glasses of wine a week.

Led by England’s chief medical officer Dame Sally Davies, the report claims that any amount of drinking increases the risk of a range of cancers and that there is “no safe level” of drinking for women who are pregnant, reducing previous guidance for pregnant women from no more than one or two units of alcohol once or twice a week.

The report also called into question the widely reported health benefits of drinking red wine derived from resveratrol – an antioxidant found in the skins of red grapes – claiming that the benefits only apply to women ages 55 and over.

Drinking guidelines now ‘out of line’ with Europe

Reacting to the new guidelines this morning Brigid Simmonds, chief executive of the British Beer and Pub Association, stressed that a recommendation of 14 units per week for men put the UK “well out of line” with comparable countries including the US, which advises 24.5, France 26, Italy 31.5 and Spain 35 units a week.

“In other countries, most guidelines recognise the difference in terms of physiology and metabolism between men and women”, she added.

Simmonds also noted that instances of harmful drinking are falling in the UK. Between 2005–13, men drinking over the previously recommended guidelines dropped from 41% to 34% and women from 33% to 26%.

“We want to study the evidence fully, but it is important that consumers have confidence in any guidelines and the reasons for any changes are clearly evidence-based and explained”, said said. “Reducing the guidelines means that a whole new group of males are classified as ‘at risk’ drinkers and there is a real danger that consumers will just ignore the advice.”

Labelling advice made out of date overnight

Miles Beale, chief executive of the Wine and Spirit Association, also highlighted a drop in alcohol consumption in the UK, which has fallen by 19% since 2004. This he said has been due in part to the industry’s efforts to promote responsible drinking, alongside the government, and voluntary measures taken to improve unit labelling of alcohol through the government-backed Responsibility Deal. Beale criticised the government’s lack of consultation with the trade regarding the new guidelines, which have made producers’ efforts to improve unit labelling on their products pointless given that such labelling is now inaccurate.

“20 years after the original guidelines were issued, and following a two year wait, we are surprised that the guidelines are expected to take effect immediately”, he said. “Given the significant progress made voluntarily through the Responsibility Deal we are disappointed that the industry has not been involved.

“The drinks industry working with government has voluntarily exceeded an 80% target delivering the current CMO guidelines on alcohol labelling. This was achieved ahead of schedule and at no public cost. This labelling advice is out of date overnight.”