New alcohol advertising guidelines for UK

6th January, 2014 by Amy Hopkins

Strengthened guidance for alcohol advertising in the UK has recently been issued by a broadcast monitoring body.

Alcohol-advertising-guidelines

BCAP has recently published a new set of alcohol advertising guidelines for UK broadcasters

Following Ofcom’s research into children’s exposure to alcohol advertising on television in May, the Broadcast Committee for Advertising Practice (BCAP) has published a set of guidelines to help broadcasters identify which programmes should exclude alcohol commercials.

In the same month, the Advertising Standards Agency (ASA) also launched an investigation to establish whether there had been any breaches of schedule rule, discovering nine in total.

The new guidance issued by BCAP develops on the previous version and now includes: specific advice on technical issues, a clearer definition of the scope and purpose of the guidance, a outline of what the ASA expects when enforcing the scheduling rules, and a new model for scheduling decision-making.

Ofcom, the ASA and BCAP have a shared objective to ensure alcohol advertising is appropriately targeted to minimise exposure to children.

Following the publication of the new guidelines, the ASA will conduct a monitoring exercise in 2014, while BCAP will review the outcome of this exercise and Ofcom will conduct further research “once the impact of the new guidance has become clear”.

UK advertising rules currently state that alcohol is “prohibited from being advertised in or adjacent to programmes commissioned for, principally directed at or likely to appeal particularly to audiences below the age of 18”.

In November last year, a team of US researchers suggested that the country’s alcohol advertising regulations are in need of redevelopment, claiming current guidelines are “ambiguous”.

Leave a Reply

If that's interesting, how about these?

Bacardi snaps up Bell as malts ambassador

Bacardi has appointed former Diageo ambassador Georgie Bell as global malts more...

Hunter Laing's Islay distillery gets approval

Scotch blender and bottler Hunter Laing & Co has been given the go-ahead to more...

A Drink With... Matthieu de Lassus, GBH Spirit Division

Matthieu de Lassus, export director for Groupe Bernard Hayot Spirit Division more...

Nikki Burgess joins Caskstrength Creative

Nikki Burgess, former global brand director for The Glenlivet and single malts more...

Olympic celebrations boost UK alcohol sales

Alcohol sales in British supermarkets soared 8.5% over the summer months as more...

Belgium’s on-trade spirits sales fall 50%

Trade body Spirits Europe has said the Belgian government’s decision to more...

Rosewood London appoints Siska as bar manager

Leading hotel Rosewood London has named Martin Siska as the new manager for its more...

Louis XIII Cognac-only store opens in Beijing

Rémy Cointreau has opened a boutique in Beijing dedicated to the most more...

Compass Box finds Scotch label 'loophole'

Independent whisky bottler Compass Box reveals it has uncovered a 'solution' to more...

Women behind bars: Gender politics in cocktail comps

As the cocktail competition circuit heats up, SB explores three underlying more...

Haig Club launches Clubman ad starring Beckham

Diageo has unveiled a new print advertising campaign for Haig Club's new line more...

Top 5 bars in... Perth

Situated on Australia’s west coast, Perth is the largest isolated city in the more...

The Whisky Exchange's top spirits trends for 2017

Insights released by London-based spirits retailer The Whisky Exchange suggest more...

SHS Drinks appoints agency to 'reinvent' WKD

In an effort to "reinvent" WKD in the on-trade, SHS Drinks has appointed Life more...

Britons back lower drink driving limit

More than three quarters of the British public believe the current drink-drive more...

Whitley Neill releases Blood Orange Vodka

Halewood Wines & Spirits-owned Whitley Neill Gin has moved into vodka with the more...

Breakthru to 'aggressively' fight fraud allegations

Breakthru Beverage Group has reassured employees it will "aggressively" fight more...

Glass to join Whyte & Mackay as whisky maker

Compass Box's whisky maker Gregg Glass is set to join Whyte & Mackay as blender more...

Heritage spirits drive cocktail revolution in France

A transformation is taking place in the French spirits market, as a burgeoning more...

Bartenders' top tips for conquering a hangover

SB has pinned down some of the world's top mixology maestros to elicit their more...