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Fall in alcohol advertising compliance

Published:  23 July, 2008

Alcohol advertising compliance this year has fallen slightly this year but more than 95% of all ads still comply with industry standards.

According to an independent survey of almost 5,700 adverts, overall advertising compliance by the alcohol industry is at 95.6 %.

The figures stood at 96.0% in 2006 and 96.4% in 2005.

Alan Butler, chairman of the European Forum for Responsible Drinking, said: "The high compliance level shows that marketers understand that responsible marketing is sustainable marketing".

The report looked at the inclusion of Responsible Drinking Messages in print and TV ads, which inform consumers about the risks associated with drinking alcohol and promoting responsible consumption. 85% of adverts comply in this area

The study is carried out annually by National Advertising Standards bodies (SRO) and reviewed by an independent panel of reviewers.

The aim of the monitoring exercise is to review all ads published (TV and print) over one year in the selected countries, whether or not there have been complaints received about the ads.

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