UK: Alcohol advertising rules face probe
Ofcom's research suggests children are watching more alcohol adverts per week
Media regulator Ofcom has called on the UK's advertising authorities to investigate whether the rules limiting children's exposure to alcohol advertising are "effective".
The Broadcast Committee of Advertising Practice (BCAP) and Advertising Standards Authority (ASA) have been asked to examine the current rules and report back to Ofcom by October. The move comes after Ofcom research showed that children in the UK saw an average of 3.2 alcohol adverts per week in 2011, compared to 2.7 in 2007.
The study showed that children are now watching "more programmes aimed largely at an adult audience", Ofcom said.
It added: "There has been a shift in viewing by children to channels with more advertising. As a result, their exposure to all forms of advertising, including alcohol, has increased."
BCAP said it has already been examining the rules in light of the UK Government's alcohol strategy. On Ofcom's research, CEO Ed Richards said: "We are pleased that the research shows that children continue to see significantly fewer alcohol ads than adults, both relatively and in absolute terms."
But he added: "We agree that Ofcom’s research warrants a closer examination of the current regulatory arrangements to ensure they remain effective."
Sectors: Marketing – advertising & promotions
- Interview - Pernod Ricard's luxury director
- What's coming up in wine in 2017? - Comment
- Chile's winemakers caught out by Brexit "disease"
- The just-drinks Analyst - 2017 forecasts
- The Cognac Category - Everything you need to know
- Diageo Australia names new commercial head
- Edrington readies Americas, GTR exec switches
- High-end Cognac making recovery in China - Pernod
- Suntory sends staff to fat camp - report
- "Beer and weed are complements" - analyst
- The Next Seven Big Beverage Markets
- Global vodka insights - market forecasts, product innovation and consumer trends
- Global Cognac insights - market forecasts, product innovation and consumer trends
- Darker Than Before: Global Prospects for Brown Spirits
- Global gin insights - market forecasts, product innovation and consumer trends