TABLE 2—

Differences Between Diageo’s Programs in India and Public Health Recommendations

Components of Selected Diageo Programs	Public Health Recommendations1,24,88
“Preventing excessive drinking: This ranges from funding advertising campaigns that raise awareness of the risks of binge drinking, to supporting the medical profession in identifying and helping problem drinkers.”85	Implement environmental strategies that:  Increase the price of alcohol25,89,90;  Reduce alcohol’s availability27,28,91;  Reduce exposure to alcohol marketing.24,30,88
“Tackling drink driving: We support many initiatives with public and private partners to reduce drink driving through education initiatives, free rides and enforcement campaigns.”85	Implement:  A national drink-driving law that includes a maximum legal blood alcohol concentration limit (e.g., 0.05 g/dL or lower);  Sobriety checkpoints and random breath testing.29,40,92,93
“DRINKiQ: Diageo also promotes responsible drinking through the DRINKiQ website and courses. Available in nine languages, with 22 specific country pages, DRINKiQ.com aims to raise the ‘collective drink IQ’ by increasing public awareness of the effects of alcohol. Courses aim to broaden understanding of alcohol issues and share tips for responsible drinking. More than 15,000 people have trained with DRINKiQ, including hospitality industry trainers, students, traffic police, bus drivers, members of the lifestyle media and professional sports clubs.”85	Evaluate programs for effectiveness before widely implementing them and implement programs based on evidence of effectiveness.94,95 (No evaluations of DRINKiQ’s effectiveness were found in a comprehensive search of the literature.) Modify the alcohol environment through population-level interventions (as described in the first category of this column: “Implement environmental strategies”) because education-based approaches have been found to be less effective at changing drinking behaviors.24