Alcohol Concern Welcomes Ofcom's New Alcohol Advertising Rules

1st November 2004

Alcohol Concern is supportive of the tighter regulations for alcohol advertising, revealed by Ofcom today.

Geethika Jayatilaka, Director of Policy and Public Affairs at Alcohol Concern, says:

?The tougher, clearer rules mean that advertisers will, with any luck, no longer be able to push the boundaries in the name of ?creativity? and will from now on take to heart the spirit and not just the letter of the law.

?In particular, we are pleased to see tougher rules relating to advertising and young people. Many adverts would fall foul of the new guidelines ? those which appeal to young people and capitalise on youth culture. The importance of this change is underlined by research into the effects of advertising on the individual, which have shown that advertising does have negative effects on young people.

?Over the last decade, the development of market research techniques has led to marketing innovations that are more sensitive to UK cultural trends and take into account consumer requirements, in particular, those of young people.

?But the alcohol industry has a vital role to play in ensuring that the promotion of alcoholic drinks is, as far possible, not positively harmful, and we are looking to it now to start taking its responsibility seriously.?

ENDS

For more information please contact Sophie Davison, Alcohol Concern press office on 020 7928 7377.

Note to editors

Alcohol Concern is the national agency working to reduce alcohol related harm in society. We campaign for action on alcohol misuse, making recommendations to key policy makers and professionals. We also help develop the level and quality of alcohol services available to problem drinkers and their families.

Date: 01 November 2004