UK considers cutting amount of TV alcohol adverts

British broadcasting watchdog Ofcom has ordered a review into whether to cut the amount of alcohol advertising permitted on UK TV, after a report found children are watching more adult programmes.

British TV shows like The X-Factor, which are popular with young children, are allowed to carry alcohol adverts under current rules

Television shows including Britain’s got Talent and the X Factor are attracting a large number of underage viewers, but under current rules aren’t exempt from carrying alcohol advertisements.

Under the rules, shows that particularly appeal to under-18s are prohibited from airing alcohol advertisements.

But since a recent report found that the number of alcohol adverts seen by children rose almost 19% between 2007-2011 to 3.2 per week, Ofcom has ordered a review of current practices.

Research conducted by the regulator found that the most popular TV shows for four to nine-year-olds are X Factor and Britain’s Got Talent, but while both may currently carry alcohol ads, neither does.

Ofcom has asked the Advertising Standards Authority and the Broadcasting Committee of Advertising Practice to “assess whether the limits placed on children’s exposure to alcohol advertising on TV are effective”.