Alcohol ad laws
designed to make drinks less appealing to children
are succeeding, according to a report by Ofcom and the Advertising Standards Authority.
Since advertising codes were tightened up in October 2005, the number of 11 to 13-year-olds who claimed they had never drunk alcohol rose to 46 per cent, compared
with 31 per cent in 2005.
There has also been a decline in the number of young people who feel
ads were being aimed at them and in the number of ads under-18s could
Young people also remember fewer alcohol ads - down from an average of 3.9 ads in 2005 to 3.3 this year.
Jeremy Beadles, chief executive of the Wine & Spirit Trade Association, said the findings helped prove that the drinks industry's work with the government to reduce under-age drinking was working.
"Ofcom's report is testimony to the work that the alcohol industry is doing to ensure
its products are promoted responsibly. Together
we have reduced the amount of advertising that young people view and statistics show that fewer young people are consuming alcohol," he said.
"This is a substantial achievement in our joint effort to reduce alcohol misuse in Britain," he added.
Research company Ipsos MORI was commissioned by Ofcom and the ASA to compile the report and interviewed 1,541 11 to 21-year-olds in 2005 and 2007. The full report is available at asa.org.uk.