Guidance labelling for pregnant women should be mandatory on all alcoholic drinks in the UK, Diageo has said.

The UK arm of the drinks giant said that the presence of such warnings is "crucial" in avoiding confusion should labelling be only voluntary.

"We believe that this is crucial if we are to avoid confusion amongst women," said Diageo GB's managing director, Benet Slay. "If a pregnant woman walks into a shop and sees two bottles of wine, one with a pregnancy message on it and another without, we want to avoid her thinking that one is better for her than the other. A voluntary labelling agreement would carry this risk.

"We believe that all alcohol producers should include the new guidance on their products. Now is the time for Government to make it a mandatory requirement.
In calling for the labelling to be mandatory, Slay noted, however, that labelling "would only be effective if part of a wider package of responsible drinking communication including programmes, interventions, websites and other resources".