Alcohol ads following rules, says ASA

The Advertising Standards Authority has found nearly all alcoholic drinks advertisements are following current rules.

Guy Parker
Guy Parker

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.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here