IPA reaction to Ofcom report
The advertising rules prohibit alcohol from being advertised in or adjacent to programmes commissioned for, principally directed at or likely to appeal particularly to audiences below the age of 18.
Says IPA’s Legal Director, Richard Lindsay; “The IPA welcomes the Ofcom report into children’s and young people’s exposure to alcohol advertising. The report shows that children’s TV viewing habits have changed over the years. They are watching more TV across more commercial TV channels and they see more ads. Young children are seeing an average though of only 3.2 alcohol ads a week which is only 1.4% of the total number of ads they see – a “modest increase” from 2.7 per week in 2007. In terms of the content of alcohol ads, the BCAP Code, enforced by the ASA, ensures that they appeal only to adults, not children, and that they portray drinking in a responsible manner. It makes sense that Ofcom want to see that the current rules and systems in place to limit the exposure of children to alcohol ads are doing their job, hence they have asked the ASA and BCAP to carry out their own checks”.
For further information: The ASA/BCAP statement can be viewed here
ISBA statement can be viewed here
Ofcom’s research can be accessed here
Last updated 28/05/2013