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Alcohol advertising regulations ‘inadequate’
The majority of the UK public believes current regulations around alcohol advertising are “inadequate”, according to a recent report.
A new study has found that the majority of the UK public believe alcohol advertising regulations are “inadequate”
Surveying 373 adults as part of a recent study, researchers found that 75% of participants believed a sample of alcohol advertisements breached regulatory codes outlined by the Broadcast Committee of Advertising Practice (BCAP).
These codes attempt to prevent such adverts implying, condoning or encouraging immoderate, irresponsible or anti-social drinking.
Participants, all aged 18-74, were shown one of seven alcohol advertisements broadcast in the previous month on leading commercial television channels. They then completed a questionnaire with 40 statements representing BCAP rules.
Researchers found that three quarters of participants rated the advertisements are breaching at least one rule from the BCAP.
All seven advertisements were thought to exhibit breaches, ranging from 49% to 91% non-compliant.
More than half of participants believed that rules regarding alcohol being presented as contributing to popularity or confidence, and implying that alcohol is capable of changing mood, physical condition, behaviour, or as nourishment, were broken in the adverts.
Researchers concluded that since the majority of the UK public, represented by the study’s participants, believed that alcohol advertisements frequently breach regulatory codes, current systems are “inadequate”.
As reported in The Information Daily, Professor David French, who led the research, said: “Our results suggest that the UK alcohol and advertising industries design advertisements do not appear to comply with the letter or the spirit of the BCAP code.
“Many adverts allude to themes such as youth culture, immoderation and social and sexual success, although many may not explicitly show them.
“The results of the present analysis, along with the comparatively small number of breaches judged by the ASA, indicate that co-regulation of UK television alcohol adverts is ineffective and requires further consideration”.
The study was published in the Oxford Journal, Alcohol and Alcoholism.