Council says beer festival ad not against policy

Promotion for an upcoming beer festival does not breach a council's own "healthier" advertising policy which banned the plugging of alcohol, it said.

The Bamberg Beer Festival in Bedford, on 23-25 May, celebrates the town's twinning relationship with the German town of Bamberg.

Bedford Borough Council, which organises the event, published an advert which highlighted the availability of "authentic German beers" and encouraged residents to "enjoy great beer".

However, a council spokesperson said the event had been booked prior to the policy being agreed at an executive meeting on 23 April.

The council recently approved a healthier advertising and sponsorship policy banning the advertising of alcohol products, including low, and zero-alcohol alternatives, in council communications and sponsorship.

Within the policy, exemptions need to be approved formally by the council, with mitigation measures put in place, the Local Democracy Reporting Service said.

This year sees the return of the event, which is now in its 10th year, after it was paused due to the Covid-19 pandemic lockdown.

The three-day event at the Harpur Suite will feature a mixture of alcoholic and non-alcoholic beverages, food and live music.

A council spokesperson said: "The healthier advertising and sponsorship policy is designed to improve public health, reduce health inequalities, and foster an environment that supports healthier choices... by reducing the exposure of residents to advertising and corporate sponsorship that promotes unhealthy lifestyle choices.

"However, it is not intended to restrict people or local businesses from flourishing across our borough, and exemptions may be considered for local events and small businesses."

It said the policy "does not apply in this instance".

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