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ISBA welcomes Ed Vaizey comments on online alcohol advertising

By Angela Haggerty | Reporter

December 17, 2013 | 3 min read

ISBA has welcomed comments from communications minister Ed Vaizey supporting their view that the vast majority of children are protected from exposure to online alcohol advertising as a result of self-regulation in the industry.

Comments: Ed Vaizey cited figures from an ASA survey

In a written answer to questions tabled in the House of Commons by Labour’s shadow minister for public health, Luciana Berger, Vaizey said: “The ASA recently undertook a survey to find out what adverts young people see and engage with online, and whether those complied with UK advertising rules.

“Of the 427 ads seen by young people as part of the survey, three were for alcohol (i.e. less than one per cent), and these adverts, whose content complied with the rules, were delivered to those children who had registered with a false age.”

In response, ISBA director of public affairs Ian Twinn said: “Responsible advertisers in the UK follow the most robust rules in Europe to ensure that their alcoholic goods are seen by an age-appropriate audience.

“The survey to which Mr Vaizey alludes is evidence that self-regulation is working and that advertisers are adhering to the rules.”

Concerns have been expressed by alcohol charities that online advertising and sponsorship opportunities reach children and young people could send out damaging messages.

In June, Alcohol Concern called for a review of the way digital and online content is regulated, while the charity’s policy programme manager, Tom Smith, last year cited drinks brands sponsoring YouTube channels – a platform known for popularity among the youth - as an example of ways in which alcohol advertising can influence children and young people.

The news follows recent concerns that children are being over-exposed to adverts for payday lender firms. According to figures from Ofcom, children between the ages of four and 15 years old were exposed to 596 million payday loan TV ads last year, and campaigners have accused lenders of ‘grooming’ children in an effort to normalise the service as a form of lending.

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