Alcohol misuse: tackling the UK epidemic - London

BMA Board of Science
and printed advertisements; in-store displays; billboards; movies; and branded merchandise. No
published longitudinal studies were found where this effect was not apparent. 165
Specific
advertising strategies such as sponsorship of sporting and music events, as well as advertisements
on television and radio, in films and in other media formats all serve to reinforce the image of
alcohol among young people and predispose them to drinking well below the legal age to
114, 166
purchase alcohol. Alcohol advertising using celebrity endorsements or popular images that
symbolise good times or masculinity have also been found to appeal to younger people. 114
Studies in the UK have found that 88 per cent of 10 to 13-year-olds and 96 per cent of 14 to
17-year-olds were aware of alcohol advertising, while 76 per cent could identify three or more
167, 168
adverts even when the brand was masked. Eighty-six per cent of 10 to 17-year-olds were
167, 168
found to enjoy alcohol advertisements. A survey conducted by Alcohol Concern between
December 2006 and March 2007 found that thousands of children were exposed to commercials
for alcoholic beverage during popular children’s programmes. 169
The marketing of alcoholic energy
drinks and alcoholic soft drinks (commonly termed alcopops) toward younger people is another
area of concern as they may act as a potential gateway to more traditional drinks.
In the UK, alcohol advertising standards are controlled by a combination of non-statutory
regulation and co-regulation that does not adequately reflect the needs of children and young
people. A voluntary code agreed by the self-regulatory Portman Group is responsible for
controlling the packaging and naming of alcoholic drinks. Voluntary restrictions governing
television and radio advertising are regulated by Ofcom, while poster and magazine advertising of
alcohol-related products are regulated by the Advertising Standards Authority (ASA). Complaints to
the ASA, Ofcom or the Independent Complaints Panel can be made if it is considered that
alcoholic drinks are marketed to appeal in particular to individuals aged under 18; there are no
legislative powers to undertake enforcement. Stricter rules q
for the content of alcohol
advertisements were introduced in 2005; 170
however, these changes did not address restrictions on
the volume of advertising.
The 2007 review of the impact of alcohol advertising on young people found that of 24 European
countries, only the UK and the Netherlands have no statutory regulation on alcohol advertising,
and the UK was the only country surveyed not to have at least one ban on advertising (eg bans
covering specific timings and locations of advertising). 165
Voluntary codes of self-regulation are not
always adhered to and are largely ineffective. 114
There is no available scientific evidence that nonstatutory
regulation impacts on the content or volume of advertisements. 165
Self-regulation has also
not been found to prevent the kind of marketing which can have an impact on younger people. 165
In contrast, statutory regulations are more likely to include systematic checks on violations of codes
and are more likely to cover volume restrictions (see Box 5). 165
q The 2005 revised rules for alcohol advertising on television and in non-broadcast media covered four main areas: links between
alcohol and sex, appeal to under-18s, irresponsible or anti-social behaviour, and handling and serving of alcoholic drinks in
advertisements.
Alcohol misuse: tackling the UK epidemic 55