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19|07|04

Ofcom revises rules on alcohol advertising after industry debate

Ofcom today announced new draft rules on the television advertising of alcoholic drinks.

The draft rules were drawn up in response to views expressed by the drinks industry and by consumer groups that existing rules, inherited from the Independent Television Commission, were insufficiently focused with regard to:

• Discouraging advertising likely to be strongly attractive to children and young teenagers.
• Discouraging advertising which appears to condone anti-social behaviour related to drinking, particularly with implications of excess consumption.
• Discouraging an implied linkage between drinking alcohol and sexual success.

Alcohol advertising on television has been subject to specific rules since the beginnings of commercial television in the UK. In 2003, Ofcom's predecessor the Independent Television Commission commissioned research to assess whether the current rules remained effective and appropriate. Ofcom has taken forward that research, whose principal elements include:

• Two reviews of academic literature which indicate that alcohol advertising has some impact on young people's attitudes to alcohol. However, this is at a relatively low level compared to other influences within the wider family and social environment.
• A qualitative study which indicates that a good deal of television advertising – of alcopops in particular – is closely aligned to youth culture and of strong interest to underage drinkers. However, the research demonstrates that advertising which does not seek to make a linkage with youth culture and which features older people is much less attractive for children and younger teenagers.

Ofcom has reviewed the current rules in light of the research findings. It is now seeking views on proposals to strengthen the rules. The proposals are targeted at the following specific issues:

• Condoning anti-social or self-destructive behaviour.
• Linking alcohol with sexual activity or attractiveness.
• Reducing the appeal of the advertising to young audiences.
• Condoning the irresponsible handling or serving of alcohol.

In March 2004 the Cabinet Office identified television advertising of alcoholic drinks as one of many potential factors relevant to its wider strategy on alcohol harm reduction.

Ofcom believes that the evidence from the research, combined with the views of stakeholders, indicates that a tightening of the existing rules on defined aspects of alcohol advertising would be proportionate and would be likely to make a contribution to that wider strategy.

Ofcom's Partner, Content and Standards Tim Suter said: "The evidence from research, as well as a broad consensus of public and industry opinion, indicates there is a strong case for specific changes to the existing rules on these particular products."

The full consultation document and related research is available on Ofcom's website at www.ofcom.org.uk. The closing date for responses to the public consultation is 24 September 2004.

Ends.

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