Regulators to review TV alcohol advertising rules

Advertising regulators are to review TV scheduling rules on alcohol advertising in the UK after research revealed the number of alcohol adverts children see has risen.

Ad regulators are reviewing whether tougher rules on alcohol brands advertising on TV are needed.

Ofcom has asked the Advertising Standards Authority (ASA) and Broadcast Committee of Advertising Practice (BCAP) to review whether tougher curbs on alcohol advertising are needed. It follows findings from Ofcom research, commissioned by the Government as part of its Alcohol Strategy, that found that children saw an average of 3.7 alcohol adverts per week in 2010 and 3.2 in 2011, compared with 2.7 in 2007.

The ASA has launched an investigation to uncover breaches to scheduling rules during this period and will take retrospective action on those advertisers found to have broken rules. Meanwhile, BCAP will review existing scheduling rules to ensure they are clear and easy to follow. The recommendations are to be published in October.

The review has been welcomed by campaign groups who say a broader clamp down on online advertising is needed to limit children’s exposure to alcohol marketing.

Eric Appleby, chief executive of Alcohol Concern says: Clearly allowing industry to regulate itself isn’t working. – a recent study by Alcohol Concern showed children are more familiar with alcohol brands than with those for ice cream and cakes.

“While our Youth Alcohol Advertising Council works really hard to identify and complain about adverts which they feel cross the line, the process is slow, reactive and feels like it’s working in the favour of alcohol advertisers.”

Ian Twinn, ISBA’s director of public affairs, says “Itis right to review the rules” but claims the “the increase in [childrens’] exposure to alcohol ads was comparatively small”.

He adds: “It is interesting that in the last decade the actual consumption of alcohol among underage drinkers has fallen. Clearly, the rules we have which mean that alcohol ads do not appeal as strongly to those very small number of children who happen to see them, are working.”

The review is the latest development in ongoing discussions around TV alcohol advertising. Campaign groups and the Government have warned drinks firms to do more to tackle the damage to health that their products cause.



Champions League brands bid to break with tradition

Seb Joseph

The UEFA Champions League has long proved to be an effective platform for marketing to the masses through TV. For this year’s final between German rivals Bayern Munich and Borussia Dortmund, the likes of Adidas, Heineken and Jaguar are looking beyond traditional media to real-time marketing and co-creation to maximise the competition’s growing global reach.


    Leave a comment