Ofcom asks advertising bodies to review rules to limit children s exposure to TV alcohol advertising

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

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

Ofcom has therefore 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 review1, to assess whether the limits placed on children's exposure to alcohol advertising on TV are effective.

Changes to children's viewing habits

Analysis carried out for Ofcom2 found that in 2011 much of children's viewing was to programmes aimed at adult audiences, in which alcohol advertising is permitted.

The research published by Ofcom 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.

Alcohol advertising restrictions

The 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.

Ofcom recognises that these can be difficult judgements to make. We have found that, in a small minority of cases, alcohol advertising has appeared in programmes where the audience data indicates it would not normally be permitted.

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.

We have also asked BCAP to consider what improvements can be made to the way in which broadcasters predict whether programmes will be of particular appeal to children.

Review of current regulations

Ofcom believes that it is important to review whether the current regulations remain effective and appropriate in limiting children's exposure to alcohol advertising.

Ofcom has asked the UK's broadcasting advertising bodies to consider the following questions:

Is the current approach to identifying which programmes should exclude alcohol advertising working properly?

Is the current approach sufficiently comprehensive, given that much of children's viewing is to adult programmes in which alcohol advertising is permitted?

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.

Ofcom will undertake further research to re-examine children's exposure to alcohol advertising. This will enable us to review the impact of any steps taken to improve the effectiveness of regulations protecting children from alcohol advertising on TV.

ENDS

NOTES FOR EDITORS

BCAP is responsible for keeping broadcast advertising rules under review, and the ASA is responsible for securing compliance with those rules. The ASA and BCAP are co-regulators with Ofcom.

The research was carried out by Zinc Research & Analytics Ltd using TV viewing data from BARB (Broadcasters Audience Research Board).

LINK:	http://media.ofcom.org.uk/2013/05/24/ofcom-asks-advertising-bodies-to-...
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