Alcohol brands face TV ad legislation threat

In a report released today, the communications regular said it would ask the Advertising Standards Authority and the Broadcast Committee of Advertising Practice to look into the current self-regulatory guidelines for alcohol TV advertising.

According to its own research, children saw an average of 3.2 alcohol adverts per week in 2011, compared to 2.7 in 2007.

An Ofcom spokesman said: “The research published by today identifies the types of programmes that attract the largest audiences of children.

“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.”

While welcoming the report, advertising membership body ISBA highlighted the fact that the increase in children’s exposure to alcohol ads was comparatively small.

Ian Twinn, ISBA’s director of public affairs, said: “Ofcom has produced a fair-handed report, that while demonstrating a slight rise in alcohol ad exposure to children, acknowledges the rising trends which lead to greater exposure to all TV ads, indicating changing behaviours of children and their parents in general.

“It is right to review the rules and ensure that children receive the protection society as a whole wants for them.”

However, Twinn added: “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.”

Under current self-regulation rules, advertisements for alcoholic drinks should not be targeted at people under 18, and they should not imply, condone or encourage immoderate, irresponsible or anti-social drinking.