Pre-teens exposed to online alcohol advert

Health group Alcohol Concern has urged drinks companies to drop 'retargeting' techniques to protect children from alcohol adverts.

The group raised concerns after a mother spotted an advert for champagne appearing on GirlsGames1.com - a site for pre-teen girls

'Retargeted advertising' appears to online users from companies whose websites they have visited in the past. Because the mother had surfed Marks & Spencer online for champagne at Christmas, their retargeting system allowed the adverts to become available on selected websites visited by her computer.

Marks & Spencer has removed the advert and pledged that none of their alcohol products will feature through any retargeted advertising.

Alcohol Concern chief executive Don Shenker said: "We were shocked that this little-known advertising method can result in companies, often unknowingly, advertising alcohol straight to children.

"Parents should be able to browse and buy alcohol online without worry that their children will be targeted later on. Evidence shows young people are influenced by alcohol advertising and clearly not enough is being done to protect them.

"We are satisfied that M&S has responded responsibly and we call on other companies to check where their online adverts are ending up."

A spokesman for the Advertising Standards Authority (ASA) said it has approached Marks & Spencer immediately after being made aware of the problem.

He said: "Our Compliance team have spoken to M&S and obtained an assurance that the ad has been withdrawn with immediate effect and that all available measures will be taken to prevent it from reappearing on the GirlGames1 website again."

The ASA routinely monitors alcohol ads across all media to assess compliance with the Codes. Its Alcohol Compliance Survey 2008 published last year revealed 100 per cent compliance rate amongst online alcohol ads.