How should adland react to the BMA?

Four executives shared their views on how adland should react to the all-out ban on alcohol sponsorship of outdoor events called by the British Medical Association (BMA). Dr Vivienne Nathanson, head of British Medical Association science and ethics, said watersheds and regulations don't work. Young people still recognize brands and will recognize an ad even with the brand taken out. Michael Thompson, head of communications and external affairs, The Portman Group, said the BMA was very ambitious in its call -- but it doesn't reflect the UK Government's concerns. It's far more concerned with loss leader and price promotions than alcohol advertising.