The European Union Health Commissioner called on the alcohol industry to stop marketing to youth, but stopped short of recommending legislative action, Reuters reported April 16.

Speaking at the European Alcohol and Health Forum in Brussels, Androulla Vassiliou, the health chief of the 27-country region, said that alcohol was a factor in 195,000 deaths in the EU annually. Given that over 5 percent of those deaths involved automobile accidents, she noted that youth were significantly at risk.

Several industry leaders, among them Anheuser-Busch, Diageo, Heineken International, and Bacardi-Martini, have stated they are committed to limiting alcohol abuse. But Vassiliou said the companies need to do more.

"I expect the alcoholic beverages industry to market their products responsibly and not to directly or indirectly target children and young people," said Vassiliou. "Committing to action is one thing, delivering is another thing."

The Health Commissioner did not go so far as to recommend changes in the laws, however. "I think it is premature to do that," she said. "I think we should give the process a chance to see how it works."

Vassiliou said she would re-examine the results of any industry marketing changes next year.