Heineken warns off beer drinkers

Dutch brewer Heineken is to put labels on its beer warning customers about the dangers of drinking too much.

The firm said Inflatable Air Dance every bottle and can it sold worldwide would carry a warning pointing to a website giving information about alcohol consumption.

UK brewer Scottish & Newcastle has already promised to put general health warnings on some of its products.

The moves come as food and drink firms seek to avoid the huge damages claims which have hit the tobacco industry.

The risk has encouraged many drinks companies include advice to "drink responsibly" in their advertising.

Heineken is at pains to point out that what customers do - and how much they choose to drink - is up to them.

The answer, it says, is that neither will.

But it also asks what positive health effects alcohol can have, suggesting that "responsible consumption" can bring a lower risk of heart disease.