Alcohol Concern has called for further restrictions on the advertising of alcohol. How has the trade reacted to their proposals?

In a report entitled, Overexposed – Alcohol Marketing during the World Cup, the charity claims over a million children between four and fifteen years old were exposed to alcohol advertising during live England games shown on television. It goes on to argue the total number of children exposed to alcohol adverts during the world cup could be as high as five million when taking all the live games shown into account.

A separate study by Alcohol Concern asserts that on average children were exposed to the equivalent of four alcohol adverts in the course of one day or the equivalent of 1,600 per year. TV was by far the most frequently cited medium of exposure, followed by adverts within shops or supermarkets and on billboards.

Chief Executive of Alcohol Concern, Don Shenker said:

It is simply unacceptable that vast numbers of children are so frequently exposed to alcohol advertising, leading to higher levels of drinking among young people and increasingly higher levels of harm. Alcohol producers and advertising regulators are clearly not taking their responsibilities seriously enough and only a watershed ban on TV and an internet ban will prevent the vast majority of children from being exposed to alcohol marketing.

The charity is calling for:

• A 9.00pm watershed ban on alcohol marketing on TV and radio and for subsequent advertisements to only be broadcast if the proportion of under-18s viewing is less than 10 per cent.

• A total ban on alcohol marketing or sponsorship on the internet, on billboards and at sports or music events.

• A restriction to advertise alcohol only in cinemas showing films with 18 certificates.

In response, Mark Hastings, Communications Director of the British Beer & Pub Association (BBPA) told the Morning Advertiser:

The main point is that no alcohol advertising is aimed at children. We already have some of the toughest regulations in the world. The most critical issue has been ignored that it is illegal to serve alcohol to under-18s. All this report shows is that the trade was completely compliant. It shows this report is just based on sand rather than firm foundations.

Launching its own briefing note on alcohol marketing, David Poley, Chief Executive of the Portman Group rejected the findings of Alcohol Concern:

Alcohol marketing in the UK is strictly regulated to ensure it is responsible and aimed at adults.  Advertising of alcohol on TV is not allowed if the proportion of under-18s in the audience rises to a certain level.  One cannot eliminate under-18s from the audience altogether without imposing a total advertising ban.  There is very little evidence to suggest that children’s exposure to alcohol marketing is associated with either the onset of drinking or amount consumed. The current restrictions are effective and proportionate.

What do you think? Are the current regulations strong enough? Why not use the comment box below to leave your views?

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