ITV’s You’ve Been Framed breaches alcohol advertising rules
ITV has been sanctioned by the Advertising Standards Authority over 38 episodes of You’ve Been Framed which flouted rules on the advertisement of alcohol.
The candid camera show, popular with children, ran alcohol ads during the broadcasts on ITV2, breaching strict controls on targeting such ads at people aged 18 or under.
ITV is the latest broadcaster to be caught out by the rules, which it claims offer ‘little clarity’ as to what is permissible and what is not.
This relies on a ‘series average test’ which involves totting up how many individuals below the age threshold are likely to be viewing any particular episode.
The ASA reasoned that ITV, in backdating its assessment to the start of the long-running show, would lead to ‘unreasonable delays when responding to audience changes unless the data was acted upon on a more regular basis’.
ITV2 has been ordered to review series data on a more regular basis.