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Summary

1.1 Ofcom is reviewing its rules for broadcast advertising of alcoholic drinks and, if it judges changes to be appropriate, currently intends them to be in place by November 2004. However, in order to avoid unnecessary commercial disruption, there is likely to be some lee-way given to any existing commercials which do not comply with any new rules.

1.2 The Independent Television Commission began such a review before its responsibilities were transferred to Ofcom at the end of 2003. Ofcom has inherited helpful research commissioned by the ITC. It is widely accepted that the problems associated with alcohol, including those relating specifically to young people, have multiple causes rooted primarily in family and social environment. However, recent research indicates that advertising has some influence on young viewers' attitudes to drinking, albeit at a relatively low level compared to those other factors. The government's Alcohol Harm Reduction Strategy was published in March 2004. As one element of a wide-ranging package of proposals, the Strategy also recommended that Ofcom should oversee a review of the TV rules by the end of the year. (There have been no concerns expressed about alcohol advertising on radio but, although Ofcom's review focuses on TV, it is relevant to consider the radio rules too.)

1.3 This consultation ends on 24 September 2004.

1.4 Currently, rule 11.8.1 applies to all advertising and deals with any references to or portrayal of alcohol within any advertisement; 11.8.2 contains additional rules which apply only to alcohol advertising. Low alcohol drinks are exempt from some of the rules.

1.5 Subject to consultation responses, we propose significant toughening of the rules in the following areas. (The relevant current rule number is given in brackets):

• Linking alcohol with anti-social or self-destructive behaviour [11.8.1(b) & 11.8.2(b)]
• Sexual content. [11.8.1(c)]
• Irresponsible handling/serving of alcohol [11.8.1(g)]
• "Youth appeal" [11.8.2(a)]

1.6 There have been longstanding rules in all these areas but the wording has not proved effective in some cases. We anticipate that these changes, if adopted, would result in a marked difference in the tone of some advertising, particularly to the extent that it relates to or feeds off youth culture.

1.7 However, we propose to drop the rule which prohibits alcohol advertising from showing people drinking in the workplace [11.8.2(d)] and, subject to some safeguards, we propose to allow children and teenagers to appear in alcohol advertising if they are part of a family group which is eating or socialising calmly and responsibly. [See proposed new rule 11.8.2(a)(3)]

1.8 We also propose relatively minor changes or clarifications to a number of other rules. Annex 4 is a comparison of the current and proposed rules.

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The text of the full document is available in PDF format via the link on this page.

Alcohol Advertising on Television - RTF

• Alcohol Advertising [pdf]
• Research reports [pdf]
  Annex 5a, 5b and 6

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