Alcohol advertising is linked to consumption, particularly in under-18s, and serves to normalise drinking. That’s why the UK alcohol industry spends over £800 million each year on marketing.
Children aged 10-15 years old in the UK see 11% more alcohol adverts than adults 25 years and older.
Today, marketing reaches across television, radio and print into sponsorship of sports, music and cultural events, and across digital platforms and the internet, including social media.
We need regulation that appropriately protects children in the 21st century and we are campaigning for children to see less alcohol advertising. There should be a phased ban on alcohol sponsorship of sports, music and cultural events and alcohol advertising should be prohibited for all films without an 18 classification and social media.
Where permitted, content should be restricted to factual information about the product such as origin, composition and means of production. Removing lifestyle images of drinkers, characters, celebrities and drinking atmospheres is likely to reduce the appeal of content to younger audiences.
Given that self-regulation has failed to adequately protect children, regulation of alcohol marketing should be made statutory, independent of the alcohol and advertising industries
In the longer term all alcohol advertising should be prohibited, as has been introduced with tobacco, as this is the only way to completely prevent children’s exposure.
Alcohol advertising is linked to consumption, particularly in under-18s, and serves to normalise drinking. That’s why the UK alcohol industry spends over £800 million each year on marketing.Read more