UK: Alcopops Ministerial agreement

A ministerial “Summit” in early July has concluded that, while a number of new measures should be enacted, the advertising of ‘alcopops’ was not at issue. A stricter code of conduct for drinks manufacturers has also been approved by the Portman Group.

A note circulated by John Hooper CBE, Director-General of ISBA, points out that the record of the alcoholic drinks industry with regard to UK advertising code compliance is outstanding. In the last year, no complaint of substance has been upheld against any alcoholic drink TV ad by the ITC, only one complaint was upheld by the Radio Authority, and only six complaints were upheld by the ASA in respect of non-broadcast media. A recent ASA survey showed that 98% of a sample of 359 ads were found acceptable under the Codes. The ASA concluded that “the drinks industry continues to advertise in a responsible way”.