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 to 31 per cent in 2005.
There has also been a decline in the number of young people who feel that alcohol ads were being aimed at them and in the number of ads under-18s could actually recall. According to the report, unprompted mentions of alcohol ads remembered went down to 3.31 in 2007 compared with 3.95 in 2005.
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 underage drinking was working.
“Ofcom’s report is testimony to the work that the alcohol industry is doing to ensure that 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. This is a substantial achievement in our joint effort to reduce alcohol misuse in Britain,” he said.
Research company, Ipsos MORI were commissioned by Ofcom and the ASA to compile the report and interviewed 1,541 11 to 21-year-olds across the UK on dates in 2005 and 2007.