LONDON — Britain’s pubs are in distress. The beer-loving Nigel Farage has spied an opening. The Reform UK leader and his chief whip Lee Anderson are set to unveil a raft of new policies Tuesday meant to support struggling publicans — and punch a Labour bruise. It comes days after Chancellor Rachel Reeves — under pressure from a highly-organized pubs industry — was forced to U-turn on plans from her budget and announce a three-year relief package for the U.K.’s ailing hospitality sector. Farage isn’t alone — the government’s other rivals are setting out pub-friendly policies too, and are helping to push the plight of the British boozer up the political agenda.  But it’s the latest populist move by the right-wing outfit, whose leader often posts pictures from the pub on social media and has carefully cultivated an ale-drinking man-of-the people persona, to capture the attention of an electorate increasingly soured on Labour’s domestic efforts. ‘GENUINE PISS ARTIST’ Reform will on Tuesday lift the lid on a five-point plan to “save Britain’s pubs,” promising a slew of tax cuts for the sector — including slashing sales tax VAT to 10 percent, scrapping the employer National Insurance increase for the hospitality sector, cutting beer duty by 10 percent, and phasing out business rates for pubs altogether. The party will also pledge to change “beer orders” regulation, which sees large pub companies lock landlords into contracts that force them to buy beer from approved suppliers at much higher prices than the open market. Reform says the plan would be funded through social security changes — reinstating a two-child cap on universal credit, a move the party claims would save around £3 billion by 2029-30. “Labour has no connection to how real life works,” Farage said earlier this month as he lambasted government plans to lower the drink drive limit. One of the British pub industry’s biggest names thinks Farage could have a genuine opening with voters on this front. The Reform boss has “got the massive advantage in that he’s a genuine piss artist,” Tim Martin, the outspoken owner of the British pub chain JD Wetherspoons, said. “He genuinely likes a sherbet, which, when it comes to pubs, people can tell that, whereas I don’t think [they do] with the other party leaders,” he said. The pub boss recounted watching as Farage “whacked down two pints and had two cigarettes” ahead of an appearance on BBC Question Time in which Martin also featured, as other politicians hovered over their briefing notes. The dangers of upsetting the pub industry have not been lost on Labour’s political opponents. | Ben Stansall/AFP via Getty Images Green MP Siân Berry is less impressed with Farage’s pub shtick, however. She accuses him of “playing into a stereotype of pubs as spaces for older white men to sit and drink.” “Most people who run a pub business these days know that it needs to be a family space,” she said. SHOW US THE POLICY Either way, Farage is exploiting an opening left by Labour, which riled up some pubs with its planned shake-up of business rates. “When the Labour government came in, the pub industry was already weak — and they piled on more costs,” said Wetherspoons’ boss Martin. Since Labour won power in 2024 Reeves has also hiked the minimum wage employers must pay their staff, increased employer national insurance contributions, and raised beer duties. While the industry cautiously welcomed Reeves’ business rate U-turn last month, they say there’s still more to do. “This will make a significant difference, as three quarters of pubs are now going to see their bills staying the same or going down,” Andy Tighe, the British Beer and Pub Association (BBPA)’s strategy and policy director, said of the U-turn — but “it doesn’t solve everything,” he added. “For most operators, it’s those big sorts of taxes around business rates, VAT, duty, employment-related taxes that make the real difference, ultimately, to how they think about the future,” he said.  A U.K. Treasury spokesperson said: “We are backing Britain’s pubs — cutting April’s business rates bills by 15 percent followed by a two year freeze, extending World Cup opening hours and increasing the Hospitality Support Fund to £10 million to help venues. “This comes on top of capping corporation tax, cutting alcohol duty on draught pints and six cuts in interest rates, benefiting businesses in every part of Britain,” they added. ALSO PITCHING The dangers of upsetting the pub industry have not been lost on Labour’s political opponents. Politicians of all stripes are keen to engage with the industry, Tighe says. “Pubs matter to people and that’s why I think political parties increasingly want to ensure that the policies that they’re putting forward are pub-friendly,” he said.  Polling found that nearly half (48 percent) of Farage’s supporters in 2024 think pubs in their local area have deteriorated in recent years. | Henry Nicholls/AFP via Getty Images The Tories say they will abolish business rates for pubs, while the Liberal Democrats have pledged to cut their VAT by 5 percent. The Greens’ Berry also wants to tackle alcohol advertising which she says pushes people to drink at home. “A pub is a different thing in a lot of ways, it is more part of the community — drinking second,” the left-wing party’s representative said. “I think the evidence base for us is not to be anti-pub, but it might be against advertising alcohol.” Industry bigwigs like Martin have consistently argued that pubs are being asked to compete with supermarkets on a playing field tilted against them.  “They must have tax equality with supermarkets, because they can’t compete with supermarkets, which are much stronger financial institutions than pubs,” he said, citing the 20 percent VAT rate on food served in pubs — and the wider tax burden pubs face.  GLOOMY OUTLOOK The plight of the local boozer appears to be occupying British voters too. Polling from the think tank More in Common conducted in August 2025 found almost half of Brits (44 percent) go to the pub at least once a month — and among people who voted Labour in 2024 that rises to 60 percent. The same polling found nearly half (48 percent) of Farage’s supporters in 2024 think pubs in their local area have deteriorated in recent years — compared to 31 percent of Labour voters. “Reform voters are more likely than any other voter group to believe that their local area is neglected,” Louis O’Geran, research associate at More in Common, said. “These tangible signs of decline — like boarded up pubs and shops — often come up in focus groups as evidence of ‘broken Britain’ and drive support for Reform,” he added.  The job now for Farage, and his political rivals, is to convince voters their local watering hole is safe in their hands.

U.S. President Donald Trump threatened to impose 200 percent tariffs on French wine and Champagne late Monday in response to Emmanuel Macron rejecting his offer to join the “Board of Peace” tasked with overseeing the next steps in Gaza. Informed by a reporter that the French president had said he wouldn’t join the board because of concerns about its powers, Trump dismissed Macron as lacking influence and said he would be “out of office in a few months.” “I’ll put a 200 percent tariff on his wines and Champagnes, and he’ll join, but he doesn’t have to join,” Trump said during a huddle with the media. In response, a French official close to Macron who was granted anonymity as they are not authorized to speak on the record, told POLITICO: “We have taken note of Mr. Trump’s statements on wines and Champagnes. As we have always emphasized, tariff threats to influence our foreign policy are unacceptable and ineffective.” Trump announced the establishment of the board — which he touted as “the Greatest and Most Prestigious Board ever assembled at any time, any place” — on Friday as a key part of his 20-point plan to end the war between Israel and Hamas. An assortment of world leaders have been invited to join, including Russian President Vladimir Putin and Belarusian leader Alexander Lukashenko. Bloomberg reported Tuesday that Trump wants the board’s full constitution and remit to be nailed down at the World Economic Forum in Davos on Thursday — but some countries are uneasy about the details of the proposal. France’s decision to reject the offer was taken over concerns that the board, chaired by Trump, would have extensive powers beyond transitional governance of the Gaza Strip and undermine the United Nations framework. A statement from Macron’s office noted that the board’s charter “goes beyond the framework of Gaza and raises serious questions, in particular with respect to the principles and structure of the United Nations, which cannot be called into question.” Clea Caulcutt and Benjamin Johansen contributed to this report.

Europeans’ world-leading drinking habits are putting their health at risk, but governments are failing to use higher taxes to help curb consumption, warned the World Health Organization. Beer has become more affordable in 11 EU countries since 2022, and less affordable in six, the WHO report revealed Tuesday. There was a similar but even more dramatic trend for spirits, which became more affordable in 17 EU countries and less affordable in two. And for wine, 14 EU countries do not tax it at all, including big producers Italy and Spain, the report found. The EU includes seven of the 10 countries with the highest per-capita alcohol consumption globally, with Romania, Latvia and Czechia among the biggest drinkers. Alcohol is a major driver of cancer, with risk scaling alongside higher consumption. It’s also linked to a wide range of illnesses including cardiovascular disease and depression, all of which are adding pressure to stretched health systems. The WHO said governments should target alcohol consumption to protect people from its ill effects. Increasing the cost of booze through taxes is one of the most effective measures governments can take, the WHO said. Yet, some EU countries have minimal or no taxes on certain types of alcohol. The fact that more than half of EU countries don’t tax wine at all is “unusual” by international standards, WHO economist Anne-Marie Perucic said. She pointed out that the more affordable alcohol is, the more people consume. “Excluding a product is not common. It’s always for political reasons, socio-economic reasons [like] trying to protect the local industry. Clearly, it doesn’t make sense from a health perspective,” Perucic told POLITICO. Those 14 countries span the EU’s northern and central regions, such as Germany, Austria and Bulgaria. “More affordable alcohol drives violence, injuries and disease,” said Etienne Krug, director of the WHO’s department of health determinants, promotion and prevention. “While industry profits, the public often carries the health consequences and society the economic costs.” The EU has touted its plans to protect its wine industry from threats including declining consumption and climate change. EU institutions agreed a package of measures to prop up the sector in December. Meanwhile, the European Commission recently backed down from proposing an EU-wide tax on alcopops; the sweet, pre-mixed alcoholic drinks that taste like sodas, as part of its Safe Hearts plan.  In a separate report, the WHO reported that sugary drinks have also become more affordable in 13 EU countries since 2022, data published in a separate WHO report found. A diet high in sugar is linked to obesity, Type 2 diabetes, heart disease, fatty liver disease and certain cancers.

Faced with an ageing population and rising chronic disease rates, Europe wants to make its citizens healthier. It also needs to keep its most powerful industries happy. In the basket of health policies that EU lawmakers rushed to get across the line before Christmas, industry was the big winner: The pharmaceutical, food and drink sectors walked away with a set of major policy wins — and (potentially) healthier profits. While the pharma industry previously feared losing some of its monopoly rights on new drugs, the Commission this month offered it an extra year of patent protection for novel biotech drugs — among the most expensive treatments in the world. The food and drink sectors, meanwhile, successfully pushed back against proposals to tax ultra-processed foods and alcopops, for now. On Dec. 16 the Commission published its Biotech Act and Safe Hearts Plan, which landed just days after a long-awaited update of the pharmaceutical legislation. Taken together, they seek to incentivize industries to innovate and do business in Europe, improve access to medicines, and tackle the burden of cardiovascular disease. The pharma industry broadly celebrated the biotech proposal. The Biotech Act “reflects priorities we’ve intensively advocated to keep Europe globally competitive in life sciences,” Ognjenka Manojlovic, head of policy at European pharmaceutical company Sanofi, told POLITICO. That includes accelerating clinical trials, boosting intellectual property, and strengthening financing for Europe’s biotech ecosystem, Manojlovic said. The pharmaceutical sector had pushed for longer monopoly rights in the pharma legislation. In the end they were kept at the current standard eight years — instead of being cut by two years as the European Commission had initially proposed. For Europe’s public health insurers, who pay for drugs, the decisions taken to maintain and then extend market protections for medicines are hard to square. “We are puzzled by the Commission’s intentions,” said Yannis Natsis, director of the European Social Insurance Platform, a network of Europe’s social insurance organizations, warning that taxpayers will have to pick up the bill. Meanwhile, health campaigners are also unhappy at the Commission’s “missed opportunity” to tackle obesity and heart disease with junk food taxes — as proposed in an earlier draft of the Safe Hearts Plan. Samuele Tonello, at consumer organization BEUC, said the Safe Hearts Plan “lacks teeth” to better protect consumers from unhealthy foods, and flagged the “urgency of [cardiovascular diseases].”  A MAN ON A MISSION Health Commissioner Olivér Várhelyi has made no secret of his support for industry, and has championed the Commission’s competitiveness mantra since taking office in late 2024. Health Commissioner Olivér Várhelyi has made no secret of his support for industry, and has championed the Commission’s competitiveness mantra since taking office in late 2024. | Thierry Monasse/Getty Images The standout feature of his end-of-year bonanza was the 12-month patent extension in the Biotech Act I — legislation that was split in two late in the day, allowing Várhelyi to meet his end-of-year deadline for the pharma component. The proposal came just a week after the Commission, countries and MEPs clinched a deal to reform Europe’s pharmaceutical laws, in which IP rights were among the last issues to be settled. Updates to the pharma laws were a legacy of the last Commission, whereas the Biotech Act became something of a personal mission for Várhelyi. He repeatedly stressed that there was “no time to lose” in delivering a targeted policy aimed at revitalizing Europe’s flagging biotech industry, which risks being overtaken by competition from China and the U.S. Few commissioners are more vocal than Várhelyi about the premium they place on the competitiveness of European industry.  Industry insiders had heard whispers of his plans to expand IP incentives for the biotech sector, even if Council representatives were dismayed not to have been informed in advance — especially with the ink barely dry on the Pharma Package. That’s not to say pharma is happy with its lot. Industry lobby group the European Federation of Pharmaceutical Industries and Associations (EFPIA) tempered its praise of the Biotech Act, lamenting that the extra year of monopoly rights would only apply to a “limited subset of products.”  The extra year of protection is tied to the Commission’s efforts to locate more pharma research and manufacturing in Europe. It would apply only to new products, tested and at least partially made in Europe.  But the generics sector, which makes cheaper, off-patent drugs to compete with branded medicines, sees the Biotech Act as a further sweetening of what is already one of the world’s most generous IP systems. Lobby group Medicines for Europe claims each year of delayed competition for the top three biologic drugs would cost countries €7.7 billion. Longer IP “will have a dramatic impact on healthcare budgets and delayed patients’ access to essential medicines,” said Adrian van den Hoven, head of the lobby. These kinds of estimates would normally be included in an impact assessment published alongside the proposal, but in its haste to get the Biotech Act out the Commission didn’t do one. POLITICO asked the Commission for an estimate of what the extra year of patent protection would cost. A Commission spokesperson would not give a figure but said they had used the impact assessment for the pharma legislation as a reference. “It is also important to stress that the number of products eligible for an additional year of SPC will be limited to only those that are truly innovative and tested and manufactured in the EU. The approach is deliberately targeted to incentivise genuinely innovative therapies that deliver a clear added value for patients and support European innovation,” the spokesperson said. LUCKY ESCAPE FOR UPFS The big food and drink sectors are on shakier ground with Várhelyi. The commissioner has repeatedly made known his distaste for ultra-processed food, and an early leaked version of the Safe Hearts Plan included new taxes on unhealthy highly processed foods and alcopops. But the final proposal showed the Commission had undertaken a significant climbdown. Concrete targets to tax unhealthy food and drink in 2026 were gone, replaced with a much woollier commitment to “work towards” such a levy. Alcopops were excluded altogether.  Industry lobby FoodDrinkEurope took a far more measured tone on the final plan than its explosive reactions to the earlier leaks, but that may well ramp up again if and when health tax proposals emerge. The text suggests the soft drinks industry may be the Commission’s first target if it does decide to pursue new levies, while UPFs remain in Várhelyi’s sights. “In the next couple of years, we will need to tackle the issue of ultra-processed food much more,” he told MEPs in December. For now, though, the plan seems to have let industry off easy. Health NGOs saw it as a disappointment, given its lack of hard-hitting policies to reduce consumption of UPFs and other unhealthy products. While the pharma legislation is all wrapped up, the Biotech Act still needs to win the approval of EU countries and the European Parliament. For the food and pharma sectors, the proposals set out this month are confirmation they have allies in the Berlaymont.

AOSTA, Italy — The 380,000 wheels of Fontina PDO cheese matured each year are tiny in number compared to the millions churned out by more famous rivals — but that doesn’t make the creamy cheese any less important to producers in Valle d’Aosta, a region nestled in the Italian Alps.  Fontina’s protected designation of origin (PDO) provides consumers at home and abroad a “guarantee of quality and of a short supply chain,” explained Stéphanie Cuaz, of the consortium responsible for protecting the cheese from cheap copycats, as she navigated a hairpin turn on the way to a mountain pasture. With fewer than a hundred cows, a handful of farm hands and a small house where milk is transformed into cheese, the pasture at the end of the winding road feels far away from global trade tussles its flagship product is embroiled in. The EU’s scheme to protect the names of local delicacies from replicas produced elsewhere has proved controversial in international trade negotiations. For instance, in 2023, free trade talks with Australia were swamped by complaints from its cheese producers railing against EU demands that they refrain from using household names like “Mozzarella di Bufala Campana” and “Feta.”  Fontina was caught in the crossfire, having been included in the list of names the EU wants protected Down Under. Fontina DOP Alpeggio is a variant of the cheese produced during the summer months using milk from cows grazing in alpine pastures up to 2,700 meters above sea level | Lucia Mackenzie/POLITICO. No such protections exist in the U.S., where in the state of Wisconsin alone, there are a dozen “fontina” producers, one of which won bronze at the World Cheese Awards in 2022.  Europe’s small-time food producers find themselves in a bind: their protected status is vital for promoting their traditional products abroad, but charges of protectionism have soured some trade negotiations. Nonetheless, many of the bloc’s trading partners clearly see the benefits of the system, baking in similar protections for their own products into trade deals. PROTECTION VS PROTECTIONISM Fontina cheese can only be labeled as such if several strict criteria are met. Cows of certain breeds need to be fed with hay of a certain caliber and, crucially, every step of the cheesemaking process must take place within the region’s borders.   For Cuaz, who grew up on a dairy farm in Doues, a small town of around 500 people perched on the valley side, the protection of the Fontina name is vital to keep farming alive and sufficiently paid in the region. Tucked up against the French and Swiss borders, Valle d’Aosta is Italy’s least populated region, home to just over 120,000 inhabitants speaking a mixture of Italian, French and the local Valdôtain dialect. Fontina — which with its distinctive nutty flavor can be enjoyed on a charcuterie board, in a fondue, or encased in a veal chop — is one of over 3,600 foods, wines, and spirits registered under the EU’s geographical indications (GI) system. This protects the names of products that are uniquely linked to a specific region. The idea is to make them easier to promote and keep small producers competitive. In the EU alone, GI products bring in €75 billion in annual revenue and command a price that’s 2.23 times higher than those without the status, the bloc’s Agriculture Commissioner Christophe Hansen proclaimed earlier this year. He called the scheme a “true EU success story.” The GI system is predominantly used in gastronomic powerhouses like Italy and France, and Hansen hopes to promote uptake in the eastern half of the bloc.  Italy has the most geographical indications in the world, accounting for €20 billion in turnover, the country’s Agriculture Minister Francesco Lollobrigida pointed out, describing the system as an “extraordinary value multiplier.” ‘NOTHING MORE THAN A TRADE BARRIER’ While several trading partners apparently share the enthusiasm of Hansen and Lollobrigida  — the EU’s trade agreements with countries from South Korea to Central America and Canada include protections for selected GIs — others view the protections as, well, protectionist. The U.S. has long been the system’s most vocal critic, with the Trade Representative’s annual report on intellectual property protection calling it out as “highly concerning” and “harmful.” Washington argues that the rules undermine existing trademarks and that product names like “fontina,” “parmesan” and “feta” are common and shouldn’t be reserved for use by certain regions. That reflects the U.S. dairy industry’s resentment towards Europe’s GIs: Krysta Harden, U.S. Dairy Export Council president, argued they are “nothing more than a trade barrier dressed up as intellectual property protection.” Meanwhile, the National Milk Producers’ Federation blames the scheme, at least in part, for the U.S. agri-food trade deficit.  American opposition to the system doesn’t stop at its own trade relationship with the EU. The U.S. Trade Representative’s Office also accused the EU of pressuring trading partners to block certain imports and vowed to combat the bloc’s “aggressive promotion of its exclusionary GI policies.” DOUBLING DOWN Unfazed by the criticism, Hansen continues to tout geographical indications as vital in the EU’s ongoing trade negotiations with other countries.  The EU’s long-awaited trade accord with the Latin American Mercosur bloc is heading toward ratification and includes GI protections for both sides. Speaking in Brazil last month, Hansen went out of his way to praise his hosts for protecting canastra, a highland cheese, and cachaça, a sugarcane liquor, against imitations.  Fifty-eight of the GIs protected under the agreement are Italian, Lollobrigida told POLITICO. This protects Italy’s reputation for high-quality food, he said, and ensures “that Mercosur citizens receive top-quality products.” The EU recently concluded a deal with Indonesia which will protect more than 200 EU products, and a geographical indication agreement is actively being discussed in talks on a free-trade deal with India that both sides hope to wrap up this year. As negotiations with Australia pick up once again, the issue of GI cheeses is expected to return to the spotlight. The U.S. pushback on GIs in other countries has fallen on deaf ears, argued John Clarke, the EU’s former lead agriculture negotiator. He criticized detractors for peddling “specious arguments which bear no relationship to intellectual property rights.” American claims that some terms are universally generic are “illegitimate” and ultimately “very unsuccessful,” in Clarke’s view. “They came too late to the party,” he said, “and their arguments were not very convincing from a legal point of view.” CULTURE AND COMMERCE  The uptake of GIs in other countries demonstrates the additional value the schemes can bring for rural communities and cultural heritage, Clarke posited.  In Valle d’Aosta, the GI system “keeps people and maybe also young farmers linked to this region,” argued Cuaz, adding that young people leaving rural areas in favor of urban centers is a real problem for her region. From tournaments to find the “Queen” of the herd that are a highlight of summer weekends to the “Désarpa” parade marking the end of the season as cows return to the valley from their Alpine pastures, Fontina cheese production keeps traditions alive in the tiny region every year. The dairy industry even plays a role in making use of abandoned copper mines, where thousands of cheese wheels mature annually. Thousands of cheese wheels are matured the Valpelline warehouse, built in the tunnels of a former copper mine. | Lucia Mackenzie/POLITICO. Supporters of the GI scheme also point to the food and wine tourism opportunities it offers. Les Cretes vineyard, winery and tasting room represent one such success story.  The flavors imbued into traditional and native grape varieties by the soil of the Valle d’Aosta’s high-altitude vineyards justify its inclusion as a geographically protected product, explained Monique Salerno, who has worked for the family business for 15 years and is in charge of tastings and events. The premium price on the local wines is vital to keep the producers competitive, given that the steep vines need to be picked by hand, she added. The business expanded in 2017, building a tasting room to draw tourists to Aymavilles, the town with a population of just over 2,000 that houses much of the vineyard. TARIFF TROUBLE While American critics have, in Clarke’s view, “lost the war on terroir,” Europe’s small-time food producers are not immune to the rollercoaster of tit-for-tat tariffs that have dominated recent EU-U.S. trade negotiations.  Like the vast majority of European products heading to the U.S., cheese is subject to a 15 percent blanket tariff. In the meantime, however, organizational mishaps led to some temporary doubling of tariffs on Italian cheeses, angering major producers.  The whole saga has caused uncertainty, said Ermes Fichet, administrative manager of the Milk and Fontina Producers’ Cooperative.  The Les Cretes vineyard on the slopes surrounding Aymavilles. | Lucia Mackenzie/POLITICO The U.S. is Fontina’s largest overseas market, accounting for around 60 percent of direct exports. However, producers aren’t fearing for their livelihoods, yet, as most Fontina cheese isn’t exported at all: an estimated 95 percent of wheels are sent to distributors in Italy. Rather, the impact of U.S. trade policy is long term. The American market would in theory be able to absorb all of Fontina’s production, Fichet explains, but the sale of similar cheeses at lower prices there makes it difficult to expand market share.  According to figures released by the USDA’s statistics service, over 5.1 million kilos of “fontina” cheese was produced in Wisconsin alone in 2024. That comes out to a higher volume than the 3.1 million kilos of GI-certified Fontina originating in Valle d’Aosta annually.  And looking elsewhere isn’t an easy option for the small-time cheese makers, even if future trade agreements include GI recognition. While markets in countries like Saudi Arabia are growing, they would never close the gap left by U.S. producers if trade ties worsen, said Fichet.  Responding to the foreign detractors, he highlighted the benefits from the scheme at home. Fontina DOP “allows us to maintain the agricultural reality of certain places … it’s an extra reason to try to help those who are committed to carrying on with a product that is, let’s say, the little flower of the Valle d’Aosta.”

A non-alcoholic beverage may not be sold as gin, the Court of Justice of the EU ruled today in a case that could have wide-ranging consequences for a growing sector catering to health-conscious consumers. The case involved a drink being sold as Virgin Gin Alkolholfrei. The Luxembourg court ruled that wording violated an EU law that says gin should be produced with ethyl alcohol and juniper berries, with a minimum alcoholic strength by volume of 37.5 percent.  The law is meant to protect gin producers from competition and consumers against confusion, the court said in a statement. The gin judgment comes as plant-based meat products gear up for a potential labeling fight, depending on whether a controversial “veggie burger ban” makes it through inter-institutional negotiations. A German association for combating unfair competition brought the case against PB Vi Goods, which manufactures the gin copycat. A German court referred the case to the Court of Justice, which found a “clear prohibition in EU law” because the beverage does not contain alcohol. The product can be sold, but not as “gin,” regardless of whether or not it uses terms like “non-alcoholic” or “virgin.” The top EU court has upended consumer trends in the past: it ruled against calling plant-based products “milk,” “cream,” “butter,” “cheese” or “yogurt”’” in 2017.

PARIS — French lawmakers of a nervous disposition, look away now … a member of parliament wants to ban the sale of alcohol in the National Assembly bar! According to a report seen by POLITICO’s Paris Playbook, Emmanuel Duplessy, of the leftist Génération.s party, wants not only to stop the bar from selling booze but also to prohibit MPs from claiming alcohol as part of their food and drink expenses. The sale of alcohol “in a workplace raises many questions among the French,” Duplessy said. Duplessy isn’t the first MP to try and sober up French politics. In May, Green Party leader Cyrielle Chatelain suggested banning alcohol in parliament in the evenings. Arthur Delaporte, a Socialist MP who heads the association that manages the National Assembly’s eateries, said prices in the bar had increased, but if alcohol is excluded from expense claims for lawmakers, then the same rule should apply to “all companies for it to be acceptable.” That, he added, would “cause a stir among lawyers.” Alcohol sales in the lower house of parliament’s bar generated around €100,000 in revenue last year (although there was a pause of around three months in legislative business after the dissolution of parliament). French lawmakers might want to ask their Belgian colleagues for tips about non-alcoholic debates. Beer and wine have been banned in the Belgian federal parliament’s cafeteria since May.

Alcohol has been enjoyed in societies for thousands of years, playing a role in celebrations and gatherings across the world. While misuse continues to cause harm, it’s encouraging to see that, according to World Health Organization data, trends are moving in the right direction. Consumers are better informed and increasingly aware of the benefits of moderation.   While Diageo is only relatively young — founded in 1997 — our roots run deep. Many of our brands date back centuries, some as far back as the 1600s. From iconic names such as Guinness and Johnnie Walker to modern innovations like Tanqueray 0.0, we are proud to continue that legacy by building and sustaining exceptional brands that resonate across generations and geographies. We want to be one of the best performing, most trusted and respected consumer products companies in the world — grounded in a strong sense of responsibility.  That means being transparent about the challenges, proactive in promoting responsible drinking, and collaborative in shaping the future of alcohol policy. We are proud of the progress made, but we know there is more to do. Lasting change requires a whole-of-society approach, bringing together governments, health experts, civil society and the private sector.   We believe a more balanced, evidence-based dialogue is crucial; one that recognizes both the risks of harmful drinking and the opportunities to drive positive change. Our brands are woven into cultural and social traditions around the world, and the industry contributes significantly to employment, local economies and public revenues. Recognizing this broader context is essential to shaping effective, proportionate and collaborative alcohol policies. Public-private collaboration brings together the strengths of different sectors, and these partnerships help scale impactful programs.  > We believe a more balanced, evidence-based dialogue is crucial; one that > recognizes both the risks of harmful drinking and the opportunities to drive > positive change. Across markets, consumers are increasingly choosing to drink more mindfully. Moderation is a long-term trend — whether it’s choosing a non-alcoholic alternative, enjoying fewer drinks of higher quality, or exploring the choice ready-to-drink formats offer, people are drinking better, not more, something Diageo has long advocated. Moderation is not a limitation; it’s a mindset. One of the ways we’re leading in this space is through our expanding non-alcoholic portfolio, including the acquisition of Ritual Beverage Company in the US and our investment in Guinness 0.0. This growing diversity of options empowers individuals to choose what’s right for them, in the moment. Moderation is about choice, and spirits can also offer creative ways to moderate, such as mixing alcoholic and non-alcoholic ingredients to craft serves like the ‘lo-groni’, or opting for a smaller measure in your gin and tonic.  Governments are increasingly taking proportionate approaches to alcohol regulation, recognizing the value of collaboration and evidence-based policy. There’s growing interest in public-private partnerships and regulatory rationality, working together to achieve our shared goal to reduce the harmful use of alcohol. In the UK, underage drinking is at its lowest since records began, thanks in part to initiatives like Challenge 25, a successful public-private collaboration that demonstrates the impact of collective, targeted action.  > Moderation is not a limitation; it’s a mindset. Diageo has long championed responsible drinking through campaigns and programs that are measurable and scalable. Like our responsible drinking campaign, The Magic of Moderate Drinking, which is rolled out across Europe, and our programs such as Sober vs Drink Driving, and Wrong Side of the Road, which are designed to shift behaviors, not just raise awareness. In Ireland, we brought this commitment to life at the All Together Now music, art, food and wellness festival with the launch of the TO.0UCAN pub in 2024, the country’s first-ever non-alcoholic bar at a music festival. Serving Guinness 0.0 on draught, it reimagined the traditional Irish pub experience, offering a fresh and inclusive way for festival-goers to enjoy the full energy and atmosphere of the event without alcohol.  Another example comes from our initiative Smashed. This theatre-based education program, developed by Collingwood Learning and delivered by a network of non-government organizations, educates young people and helps them understand the dangers of underage drinking, while equipping them with the knowledge and confidence to resist peer pressure. Diageo sponsors and enables Smashed to reach millions of young people, teachers and parents across the globe, while ensuring that no  alcohol brands of any kind are mentioned. In 2008, we launched DRINKiQ, a first-of-its-kind platform to help people understand and be informed about alcohol, its effects, and how to enjoy it responsibly. Today, DRINKiQ is a dynamic, mobile-first platform, localized in over 40 markets. It remains a cornerstone of our strategy.  > Diageo has long championed responsible drinking through campaigns and programs > that are measurable and scalable. In the UK, our partnership with the Men’s Sheds Association supports older men’s wellbeing through DRINKiQ. Most recently, this collaboration expanded with Mission: Shoulder to Shoulder, a nationwide initiative where Shedders are building 100 buddy benches to spark over 200,000 conversations annually. The campaign promotes moderation and connection among older men, a cohort most likely to drink at increasing or higher risk levels. Across all our partnerships, we focus on the right message, in the right place, at the right time. They also reflect our belief that reducing harmful drinking requires collective action.  Our message is simple: Diageo is ready to be a proactive partner. Let’s build on the progress made and stay focused on the shared goal: reducing harm. With evidence-based policies, strong partnerships and public engagement, we can foster a drinking culture that is balanced, responsible and sustainable. Together, we can make real progress — for individuals, communities and society as a whole. 

Mortality rates for young adults have increased in Eastern Europe over the past decade, despite global death rates falling. Drug-use, suicide and war are among the causes of death that are rising in Eastern Europe, while earthquakes and climate-related disasters have also pushed up death rates in the region. The Global Burden of Disease report — published in The Lancet on Sunday and presented at the World Health Summit in Berlin — analyzed data from more than 200 countries and territories to estimate the leading causes of illness, mortality and early death worldwide from 1990 to 2023. Between 2000 and 2023, there was a notable rise in deaths among younger adults in Eastern Europe caused by HIV, self-harm and personal violence. In Central Europe, deaths from mental disorders and eating disorders have also risen sharply among teens over the decade. This reflects a global trend — a rise in mental health disorders, with worldwide rates of anxiety increasing by 63 percent and of depression by 26 percent. “The rise of depression and anxiety is very concerning,” coauthor Chris Murray, director of the Institute for Health Metrics and Evaluation (IHME) at the University of Washington, told POLITICO. “We hear a lot of debate as to what the root causes are … but we certainly need to pay attention to try to figure out what’s driving the rise. “ The report shows some overall positive trends: Global mortality rates dropped by 67 percent between 1950 and 2023 and global life expectancy in 2023 was more than 20 years higher compared to 1950. But despite the improvements, the study also highlights “an emerging crisis” of higher death rates in teenagers and young adults in certain regions. In North America and Latin America, for example, deaths among young people increased significantly from 2011 to 2023, mainly due to suicide, drug overdose and high consumption of alcohol. In sub-Saharan Africa, they increased due to infectious diseases and unintentional injuries. In Eastern Europe, the largest increases in mortality were among those aged 15-19 year and 20-24 years, with rates increasing by 54 percent and 40 percent, respectively, between 2011 and 2023. The report also tracks leading causes of mortality worldwide. It found that non-communicable diseases (NCDs) now account for nearly two-thirds of the world’s total mortality and morbidity, led by ischemic heart disease, stroke and diabetes. In particular, in lower-middle and upper-middle income countries there is a “very rapid transition towards non-communicable diseases,” said Murray, driven by factors such as an aging population, slow or no progress on tobacco and air pollution, and rising levels of obesity. In Central Europe and North America, these chronic diseases were primarily driven by an increase in drug use disorders, according to the report. Diabetes and kidney disease also largely contributed to the increase in Central Europe, along with several other regions. “Addressing these trends requires targeted public health interventions, improved health-care access, and socioeconomic policies to mitigate the underlying risk factors,” the report authors urge. The researchers estimate that half of all deaths and disability could be prevented by tackling high levels of blood sugar, overweight and obesity, for example.    The report also points out how conflict has “begun to shift from north Africa and the Middle East to central Europe, eastern Europe, and central Asia,” in recent years due to Russia’s war in Ukraine. This has led to a rise in injury-related deaths. Palestine had the highest mortality rate due to conflict and terrorism of any country in the world. While injury-related deaths caused by specific natural disasters, such as the 2023 earthquake in Turkey and the 2022-23 heatwaves in Europe, are also on the rise. “In central and eastern Europe, heatwaves have been occurring more frequently over the past decade,” the authors said.

HORSENS, Denmark — Estonia is opposed to a push by the European Union to take further action to restrict kids’ access to social media, its digital minister told POLITICO in an interview. The intervention comes as most European Union countries fall in line behind plans for a digital age of majority across the EU, which could restrict children below a certain age from accessing social media platforms and would be the strongest move yet to protect kids online. A declaration expressing support for the general idea of a digital age of majority was tabled at a ministerial meeting in Denmark on Friday. Estonia and Belgium declined to sign, while the rest of the EU countries, plus Norway and Iceland, did. “Estonia believes in an information society and including young people in the information society,” Estonia’s minister of justice and digital affairs, Liisa-Ly Pakosta, told POLITICO. Tallinn is in favor of enforcing existing rules designed to offer protections, such as the EU’s General Data Protection Regulation, rather than changing the current age restrictions, Pakosta said. That bans children under 13 from consenting to their data being processed, with countries able to increase that threshold. An age limit on social media would be a “very easy thing to do,” but countries should instead invest in better education for the digital age, she said. “Estonia believes in an information society and including young people in the information society,” said Pakosta. If one in 10 children has “problematic” use of social media, as the declaration cites, then the government should figure out what is not working for these children, she added. Not setting a minimum age threshold for social media is an “easy way out,” because “it is a difficult decision to make and I can see it on a national level,” Caroline Stage Olsen, Denmark’s minister for digital government, told POLITICO when asked about Estonia’s decision not to sign the EU-wide commitment. A digital age of majority may be a “radical move” but it is “needed when we look at the numbers of our children’s well-being,” said Stage Olsen. Denmark has spearheaded the declaration as part of its presidency of the Council of the EU. Belgium’s minister for public modernization, Vanessa Matz, said in a statement that the country did not sign the declaration because the Flanders region vetoed it. But she said her presence at the meeting in Denmark demonstrates Belgium’s “determination to advance this fight for a safer internet.” While the Netherlands signed the declaration, it also expressed reservations about the content, particularly regarding provisions on age verification. It’s an “intrusive” measure that should always be proportionately applied, Digitalisation Minister Eltje van Marum said in an interview. “For services or products with legal age restrictions and proven harm to children — such as alcohol and tobacco — the use of age verification is more easily justified, and in some cases even legally required, such as with online gambling,” he said. The criticism follows an escalation of the debate about EU-wide action. European Commission President Ursula von der Leyen last month came out strongly in favor, and convened a panel of experts to study whether and how to implement a social media ban. But legal experts agree it’s up to national governments, not the EU, to set age restrictions. The Danish government announced plans this week to introduce parental controls for several social media platforms for children under the age of 15. Tech industry lobbies and child rights groups have expressed skepticism about the effectiveness of social media bans.