THAT alcohol consumption is greater in northern climes with dark winters has been confirmed in a new study by American researchers. One of these, Dr Peter McCann, a medical adviser to Castle Craig Hospital in the Borders, has suggested alcohol advertising should be restricted in winter.

It’s not an outlandish idea, but would it have much effect? Certainly, at risk of stating the obvious, alcohol advertising encourages people to drink, which is not a good idea in places or seasons where they’re already prone to do so, at levels dangerous to their health.

If, at certain latitudes, people may be more tempted to drink excessively, then it would seem unwise to give them an extra push with adverts encouraging consumption. Arguably, however, the same premise could lead to the conclusion that people will be drinking anyway because of climate and associated conditions such as depression, and not because of advertising (in which case the industry is wasting its money).

If there is to be advertising, therefore, better it came from health authorities alerting us to the toxic triangle of alcohol, depression and northern winters. As for the industry, perhaps its laudable commitment to responsible drinking could be extended to responsible advertising.

Not that its adverts are necessarily irresponsible, but perhaps the health message could be better integrated in the main picture rather than as a footnote. Given the happy, upbeat nature of the medium, we admit that would be a challenge – but a worthy one – for the genre’s creatives.

In Scotland, where alcohol is physically harmful and economically beneficial, we’re forever trying to square the circle of wishing alcoholism ill and the drinks industry good health. If alcohol in moderation can be life-enhancing, then let industry adverts stress the moderation.

If moderation in northern winters really is more difficult, we need to consider the nature of adverts encouraging consumption – or even Dr McCann’s suggestion that there be none at all.