A non-government organisation today called for a complete ban on alcohol advertising in the country to counter "aggressive campaigns" by the industry to increase consumption among youth.

In a statement, Teras Pengupayaan Melayu (Teras) said recent ad campaigns carried in the local media are clearly intended to increase the already high consumption of alcohol in Malaysia.

'Proven hazards'

Teras said the government should not hesitate in implementing a ban since the health and social hazards of alcohol consumption have been conclusively proven.

"We are perturbed by the lack of interest by the government in enacting a firmer alcohol policy to address this issue despite growing global concern from many international non-government organisations," it said.

"The government should not mull further in formulating a policy towards an alcohol-free nation given the clear negative social impact of alcohol consumption."

Among the moves proposed by Teras is for the government to stop beer companies from carrying out campaigns which associate alcohol consumption with youthful lifestyles.

"The portrayal of youthful living and connecting it with alcohol consumption is a blatant (attempt) to inculcate alcohol use among the younger generation," the organisation said.

Teras said the government should not ignore the use of gimmicks to "seduce" young people into freely consuming alcohol and that it should stop the "deliberate attempt to lure youngsters into the dangerous habit of alcohol consumption".

New body

In addition, Teras suggested that the Health Ministry sets up a National Council for Alcohol Control similar to the Tobacco Control Council, whose role would be to highlight health problems associated with excessive alcohol consumption.

This, said Teras, should be done in tandem with the ministry's on-going 'Healthy Living' campaign.

"We see no meaning in (promoting) a Healthy Living Campaign if factors contributing to an unhealthy lifestyle are not curbed."

At present, alcohol companies are allowed to advertise in local newspapers and cinemas, but not on television.

Last August, the Health Ministry announced a phase-out of all forms of tobacco advertising in Malaysia from this year, thereby potentially ending all indirect advertising for these companies.

However, certain exceptions have been made for sporting events which rely heavily on tobacco sponsorship such as the Malaysian soccer league and the Formula 1 racing championship.