Alcohol charity Alcohol Concern has called for a ban on alcohol advertising at music and sporting events in an effort to protect young people from such promotional messages.
The charity has claimed that young people are facing “excessive” exposure to alcohol messaging and has claimed that current regulations around alcohol adverts are not proving effective, leading it to call on the Advertising Standards Authority (ASA) to be “more proactive”.
Alcohol Concern has released a report, following research conducted by the Youth Alcohol Advertising Council, which reviewed complaints being made to the ASA around alcohol advertising. That review saw them make complaints against campaignS they deemed irresponsible, but has found that just three of ITS 13 complaints had been upheld so far.
Eric Appleby, chief executive of Alcohol Concern, said: "Children and young people are seeing more alcohol advertising than in the past and are better able to recognise alcohol brands than those of cakes or ice cream. This has to be a wake-up call to the fact that the way we regulate alcohol advertising isn't working."
The charity has also issued a demand for a restriction on cinema advertising campaigns for alcohol brands in films below an 18 certificate.