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19/07/2004
Ofcom to tighten up alcohol advertising rules
The communications watchdog Ofcom is asking for views on its plans to tighten the rules on advertising alcoholic drinks.
Ofcom has drawn up the new draft rules in response to views from the drinks industry and consumers that existing rules do not do enough to deal with adverts that: condone anti-social or self-destructive behaviour; link alcohol with sexual activity or attractiveness; appeal to young audiences; and condone irresponsible handling or serving of alcohol.
The watchdog has also carried out research indicating that alcohol advertising affects young people's attitudes to alcohol - although not as much as other influences within the wider family and social environment. A lot of television adverts - especially of alcopops - were closely aligned to youth culture, the report found.
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 tightening the existing rules on alcohol advertising would contribute to that wider strategy.
The closing date for responses to the public consultation is September 24.
(gmcg)
Ofcom has drawn up the new draft rules in response to views from the drinks industry and consumers that existing rules do not do enough to deal with adverts that: condone anti-social or self-destructive behaviour; link alcohol with sexual activity or attractiveness; appeal to young audiences; and condone irresponsible handling or serving of alcohol.
The watchdog has also carried out research indicating that alcohol advertising affects young people's attitudes to alcohol - although not as much as other influences within the wider family and social environment. A lot of television adverts - especially of alcopops - were closely aligned to youth culture, the report found.
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 tightening the existing rules on alcohol advertising would contribute to that wider strategy.
The closing date for responses to the public consultation is September 24.
(gmcg)
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