Advertising watchdog praises drinks industry

Drinks companies are cleaning up their act, with 99 per cent of adverts reviewed by the advertising watchdog now compliant with industry standards.

An Advertising Standards Authority (ASA) survey of 456 alcohol ads last Christmas found just five that breached advertising codes - representing the second year running that compliance rates have improved.

Where advertisers broke the codes, it was because they:

• suggested or encouraged irresponsible consumption of alcohol

• linked alcohol with sexual success

• suggested alcohol would boost confidence or lead to the success of a social occasion

• made exaggerated claims about a drink's low calorie count or energy boosting properties

No ads were found to breach rules designed to prevent appeal to under 18s.

The alcohol advertising rules were tightened in 2005 in response to public concern about underage and irresponsible drinking.

ASA chief executive Guy Parker said: "The UK has some of the strictest rules covering the content of alcohol ads of any country. The results of the survey demonstrate the ad industry's commitment to adhering to those rules."