Alcohol ads following rules, says ASA

The advertising watchdog revealed a compliance rate of 99% with the Committee of Advertising Practice (CAP) and the Broadcast Committee of Advertising Practice (BCAP) codes it administers.

Over 450 alcohol ads were assessed across all media during the Christmas 2008 with just five found to be in breach of the codes, three in non-broadcast media and two on TV.

Breaches included a suggestion or encouragement of irresponsible consumption and linking alcohol with sexual success.

The alcohol advertising rules were tightened in 2005 in response to public concern about underage and irresponsible drinking.

This is the ASA’s third proactive survey of alcohol ads in as many years with compliance rates improving each year.

Earlier this year ASA chief executive Guy Parker (pictured) was forced to defend the current self-regulatory system after a cross-party committee of MPs suggested current rules were “lax”.

Parker says that its report demonstrates the ad industry’s “commitment” to adhering to current rules, which he claims are among the “strictest”.

The survey comes ahead of tomorrow’s (8 September) British Medical Association report that is expected to explore the affects of marketing on young people.