Diageo is a large drinks firm that makes whisky, vodka, and beer. They're also spending 4 million to train 10,000 midwivesPart of the health care profession, they offer support to women during pregnancy, labour, and birth and in the weeks following the birth. in England and Wales to advise on the dangers of alcohol during pregnancy.

The move is part of the Government's bid to bring the private sector into public health. They hope this initiative will help more than a million expectant mothers over three years.

'Midwives are one of the most trusted sources of information and advice for pregnant women,' says public health minister Anne Milton. 'This pledge is a great example of how business can work with NHS staff to provide women with valuable information.'

Why the concern? The government advises pregnant women to stop drinking alcohol. But Department of Health research shows that many still do.

The UK Infant Feeding Survey 2005 revealed that 34% of pregnant women gave up drinking, 61% drank less while 4% did not change their drinking pattern.

The training of midwives will be run by the National Organisation for Fetal Alcohol Syndrome UK. Susan Fleisher, from the charity, said the scheme would have huge benefits.

'The thing that's so fantastic is that they're helping us with the prevention, we can actually prevent children being born with fetal alcohol brain damage,' she said.

This venture is part of the government's 'responsibility deal' on public health. The deal encourages voluntary pledges by industry designed to tackle big health issues like alcohol abuse and obesity.

But while 150 companies have signed up to the idea, many health groups - including Alcohol Concern and the British Medical Association - have rejected the scheme.

They argue that the pledges made by industry are not specific or measurable enough and that business is dictating health policy. Voluntary agreements with industry, they say, are not the best way to address health issues.

Professor Anna Gilmore, a public health expert from Bath University, sees a conflict of interest at the heart of this deal.

'These large corporations are legally obliged to maximise shareholder returns. They, therefore, have to oppose any policies that could reduce sales and profitability - in other words, the most effective policies.'

She believes the only way forward is a law-change, as happened with cigarettes. 'There's no evidence that voluntary approaches work,' she says.

But health secretary Andrew Lansley says legislation takes time and money and working with industry is the quickest way to get results.