to implement an innovative health labelling scheme to provide more information about responsible drinking on alcohol labels and containers. This voluntary scheme is the first of its kind in Europe and has been developed in conjunction with the UK Department of Health. The pledge stated: "We will ensure that over 80% of products on shelf (by December 2013) will have labels with clear unit content, NHS guidelines and a warning about drinking when pregnant." At the end of 2014, 101 companies had committed to the pledge labelling scheme. There are five elements included within the overall labelling scheme, the first three being mandatory, and the last two optional: Unit alcohol content per container (mandatory), and per serving (optional) Chief Medical Officer's daily guidelines for lower-risk consumption Pregnancy warning (in text or as a graphic) Mention of "drinkaware.co.uk" (optional) Responsibility statement (e.g., "please drink responsibly") (optional) Further detailed specifications about the labelling scheme are available from the "Alcohol labelling tool kit". Drinks companies had pledged to display the three mandatory items on 80% of drinks containers on shelves in the UK off-trade by the end of December 2013. A report published in November 2014, confirmed that UK drinks producers had delivered on that pledge with a 79.3% compliance with the pledge elements as measured by products on shelf. Compared with labels from 2008 on a like-for-like basis, information on Unit alcohol content had increased by 46%; 91% of products displayed alcohol and pregnancy warnings (18% in 2008); and 75% showed the Chief Medical Officers' lower risk daily guidelines (6% in 2008). Quantities It is sometimes misleadingly stated that there is one unit per half-pint of beer, or small glass of wine, or single measure of spirits. However, such statements do not take into account the various strengths and volumes supplied in practice. For example, the ABV of beer typically varies from 3.5% to 5.5%. A typical "medium" glass of wine with 175 ml at 12% ABV has 2.1 units. And spirits, although typically 35–40% ABV, have single measures of 25 ml or 35 ml (so 1 or 1.4 units) depending on location. The misleading nature of "one unit per half-pint of beer, or small glass of wine, or single measure of spirits" can lead to people underestimating their alcohol intake. Beers Half an imperial pint (284 ml) of beer with 3.5% ABV contains almost exactly one unit; however, most beers are