Ofcom To Review Alcohol Advertising Regulations
Communications regulator, Ofcom, is planning to review the state of drinks advertising on television as part of a wide-ranging Government strategy to deal with alcohol misuse in the UK.
The new media watchdog is called upon in a 100-page Government document entitled Alcohol Harm Reduction Strategy For England. It sets out the results of a public consultation, showing increasing concern that some television advertising appears to be in breach “of the spirit, if not the letter, of existing codes”.
Among the principal concerns raised were advertisements that condoned excessive drinking, linked alcohol with sexual and social success, encouraged irresponsible behaviour and covertly targeted young people.
The report states “there is a clear case for tightening existing rules on the content of advertising” and that existing codes need to be clarified, while still allowing room for creativity in advertising.
The Government is adamant that the drinks and advertising industries must be responsible for the changes, stating in its report that: “The industry itself has to take a more responsible attitude to prove that self-regulation can be made to work effectively.”
The Portman Group is the self regulatory body for the drinks industry. Commenting on the Government’s proposals, Jean Coussins, the group’s chief executive, said: “There are serious and growing problems of alcohol misuse and the industry must continue to play its part in tackling these.”
She added: “I am pleased that the Government has recognised that it can build on the good practice already in place amongst leading companies within the industry. The industry must do even more to deliver against the tough targets set out in the strategy, or face Government action.”
Coussins recommended that, like Portman Group members, drinks companies should make more efforts to label drinks with their alcohol content in units, use advertising and sponsored events to promote responsibility messages and discourage retailers from using their brands in irresponsible promotions.
The move follows a call by culture secretary, Tessa Jowell, on Ofcom to fight against obesity and poor health, now prevalent in the UK, by drawing up a tough code to police fast food advertising to children (see Ofcom To Crack Down On Fast Food Advertising).
Ofcom: 020 7981 3040 www.ofcom.org.uk
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