Ofcom asks ASA to look into children’s exposure to TV alcohol advertising as under-18s viewing habits change
Ofcom has today asked the ASA and BCAP, the UK’s advertising regulators, to review the rules that limit children from being exposed to alcohol advertising on TV, as it believes their exposure has been increased.
Research revealed by Ofcom today found that children are watching more programmes aimed largely at an adult audience, and are watching more channels which feature advertisements.
Ofcom has asked the ASA to investigate if the current approach to identifying which programmes should exclude alcohol advertising working and if it is sufficiently comprehensive.
It said: “As part of this review, Ofcom has asked the ASA to identify any issues, and take compliance action where necessary, and asked BCAP to set out its recommendations in October 2013.
“Ofcom will undertake further research to re-examine children’s exposure to alcohol advertising. This will enable us to review the impact of any steps taken to improve the effectiveness of regulations protecting children from alcohol advertising on TV.”
The ASA has begun investigating audience data, provided by Ofcom, to establish whether there have been breaches of the scheduling rules and will take action where appropriate.