News

UK: Alcohol advertising rules face probe

Most popular

What are Diageo's priorities for the years ahead?

Diageo Performance Trends 2014-2018 - results data

What can the spirits industry learn from Diageo?

Coca-Cola and packaging's ecommerce evolution

MORE

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". 

//i2.aroq.com/1/78368600.jpg

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."


Related Content

Industry

Industry "bitterly disappointed" as UK Government sticks to current low- and no-alcohol guidelines...

Is there a link between alcohol and skin cancer? - International Scientific Forum on Alcohol Research Critique 187

Is there a link between alcohol and skin cancer? - International Scientific Forum on Alcohol Researc...

How to market alcohol where alcohol marketing is banned - Focus

How to market alcohol where alcohol marketing is banned - Focus...

Low-, no-alcohol segment in need of

Low-, no-alcohol segment in need of "clarity and consistency" in UK - Portman Group...

Oops! This article is copy protected.

Why can’t I copy the text on this page?

The ability to copy articles is specially reserved for people who are part of a group membership.

How do I become a group member?

To find out how you and your team can copy and share articles and save money as part of a group membership call Sean Clinton on
+44 (0)1527 573 736 or complete this form..



Forgot your password?