Children exposed to more alcohol adverts

By Lucy Britner

Published: 29 May, 2013

Communications regulator Ofcom has asked the UK's advertising regulators to review the rules that limit children from being exposed to alcohol advertising on TV.

The call comes as research suggests children are exposed to more alcohol adverts than they used to be.

Ofcom research shows that children saw an average of 3.2 alcohol adverts per week in 2011, compared to 2.7 in 2007.

The regulator has asked the Advertising Standards Authority (ASA), which ensures compliance with advertising rules, and the Broadcast Committee of Advertising Practice (BCAP), which keeps the rules under review, to assess whether the limits placed on children's exposure to alcohol advertising on TV are effective.

Ofcom's analysis showed that as well as watching more programmes aimed largely at an adult audience, there has been a shift in viewing by children to channels with more advertising. As a result, their exposure to all forms of advertising, including alcohol, has increased according to Ofcom.

The current rules prohibit alcohol adverts in or around programmes made for, or likely to appeal particularly to under 18s.
Broadcasters predict whether a programme is likely to be of particular appeal to under 18s based on experience and audience data for similar programmes in the past.

In a statement, Ofcom said it "recognises that these can be difficult judgements to make".

Ofcom has asked the ASA to investigate the audience data to determine whether broadcasters have made the right judgments and, where they haven't, to take enforcement action to ensure children remain protected.

As part of this review, Ofcom has asked the ASA to identify any issues, and take compliance action where necessary, and asked BCAP to set out its recommendations in October 2013.

Meanwhile, Ofcom is to undertake further research to re-examine children's exposure to alcohol advertising.

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