It seems Ofcom and the drinks industry support modest use of alcohol.
From The Portman Group (drinks industry)
RESPONSE FROM THE PORTMAN GROUP TO THE CONSULTATION ON THE
PROPOSED OFCOM BROADCASTING CODE
http://www.portmangroup.org.uk/asset..._Code_resp.pdf
10. A similar concern arises in respect of documentary, drama-documentary and
‘reality TV’ programmes, such as
Big Brother and Ibiza Uncovered. In the
case of the former, we regard it as irresponsible for the programme-makers
deliberately to provoke excessive drinking and drunken behaviour through the
provision of large quantities of alcohol. In the case of the latter, we regard it as
irresponsible to broadcast a programme which shows excessive drinking and
dangerous behaviour simply as entertainment.