DIAGEO’S pledge to pay for 10,000 midwives in England and Wales to be trained to offer advice on the dangers of alcohol during pregnancy sets an extremely dangerous precedent.

How can we justify the drinks industry sponsoring health initiatives when its products lead to more than a million hospital admissions each year, many of them here in the North-East where we have the highest rate of admissions in England?

Do we really want the company that sells Johnny Walker whisky and Guinness to fund the training of one of our most treasured professions?

My fear is that Diageo’s pledge is intended to draw attention away from measures that will have a real impact on reducing the damage being done by alcohol misuse, both to pregnant women and others.

Training alone will not have the impact that is needed.

Education must be supported by meaningful regulation on price, promotion and availability of alcohol.

The Government needs to look at how we can challenge the alcohol industry, rather than allow drinks giants to have an influence on public health policy.

Although Diageo has said that funds will go towards no strings attached training for midwives, the organisation’s main aim is to sell products and keep shareholders happy.

This is surely a contradiction in terms and a conflict of interest – and one that should be challenged before it becomes commonplace within our health service.

While we agree that it is vital to ensure parents-to-be are aware of the risks associated with drinking alcohol when pregnant, the Government needs to assess how this is done -– not supported by the industry.

Colin Shevills, director of Balance, the North- East Alcohol Office.