Research by Alcohol Concern shows that rules governing the amount of alcohol advertising shown before 12A rated movies are being broken leading to millions of children exposed to ads.
The charity investigated alcohol advertising and audience profiles for the 12A rated Batman: The Dark Knight, released last year.
It found almost half, nine from nineteen, of the total advertising loop made up of alcohol advertisements during showings by Digital Cinema Media (previously Carlton Screen Advertising).
The charity claims this means 810,000 7-14 year olds were exposed to nine alcohol adverts prior to watching the Batman film, with up to a further 590,000 likely to have been exposed.
Kathryn Jacob, president of Cinema Advertising Association, representing Pearl & Dean and DCM, says:
The research is part of the charity’s response to the review of the Codes of the Committee of Advertising Practice and Committee of Broadcast Advertising Practice.
Last month, as part of the Alcohol Health Alliance, the charity called for a complete ban on price-promotion based advertising of alcohol which contributes to increased consumption and “an escalating public health crisis”.