Drinks producers spending less on TV ads
Drinks producers have reduced their TV advertising spend by more than a quarter since strict new rules were introduced in October 2005.
A report by media watchdog Ofcom and the Advertising Standards Authority (ASA) showed that drinks producers had reduced TV advertising spend by 26.2% compared to just a 2.9% fall via all media.
The report said children and young adults are now being exposed to fewer alcohol ads.
It is in the best interests of drinks companies that the regulator is rigorous to minimise the risk of unintentional appeal to under-18sDavid PoleyPortman Group
There has also been a significant decline in young people's recall of alcohol advertisements - down from an average of 3.95 ads remembered to 3.31.
But more young people (34%) feel ads make the drink look more appealing and will encourage people to drink than in 2005 (25%).
During the same period, the proportion of 11-13 year-olds who have never drunk alcohol has increased from 31% to 46% but there has been little change in the number of 11-17 year-olds who say they regularly drink to get drunk.
ASA director general Christopher Graham said: "It is of concern that some ads are still of strong appeal to under-18s, but the ASA stands willing and ready to play its part in tackling this issue."
David Poley, chief executive of drinks watchdog Portman Group, said: "The change in rules has already had a positive impact in that fewer young people believe alcohol adverts are aimed at them.
"Other evidence in this report will be useful to the ASA when it is making decisions on future complaints.
"It is in the best interests of drinks companies that the regulator is rigorous to minimise the risk of unintentional appeal to under-18s."
