Ofcom, the communications watchdog, has asked the UK’s advertising regulators to review the rules that limit children’s exposure to alcohol advertising on TV.
It follows research from Ofcom that found children saw an average of 3.2 alcohol adverts per week in 2011, compared to 2.7 in 2007.
Ofcom has 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 review, to assess whether the limits placed on children’s exposure to alcohol advertising on TV are effective.
Analysis carried out for Ofcom found that in 2011 much of children’s viewing was to programmes aimed at adult audiences, in which alcohol advertising is permitted. There has also 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, the study found.
