Vivian Marlowe
Alcohol advertising is one of the most highly regulated forms of marketing. Many countries have implemented bans or restrictions on alcohol advertising, particularly to protect children and adolescents from exposure to such advertisements. In the UK, there is no ban on alcohol advertising on TV, but there are strict rules in place. Some debate the effectiveness of these rules in preventing underage drinking, with studies showing a correlation between alcohol advertising and consumption among young people.
| Characteristics | Values |
|---|---|
| Is alcohol advertising banned on TV in the UK? | No |
| Countries that have banned alcohol advertising on TV | France, Norway, Russia, Ukraine, Myanmar, Sri Lanka, Kenya, Kazakhstan, Ireland |
| UK's stance on banning alcohol advertising | The UK government is unsympathetic to a TV ban on alcohol ads. |
| UK population's stance on banning alcohol advertising | 71% of the UK population agree with banning alcohol advertising. |
| Rules for alcohol advertising on TV in the UK | Ads must not feature, imply, condone or encourage irresponsible or immoderate drinking. |
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What You'll Learn
Alcohol advertising regulations in the UK
Alcohol advertising is one of the most highly regulated forms of marketing. In the UK, there is ongoing debate about the effectiveness of the current self-regulatory system, with calls for tougher laws on alcohol advertising to protect young and vulnerable people. While alcohol advertising has not been banned on television in the UK, there are strict regulations in place that govern how and when alcohol can be advertised on TV and other media formats.
The UK's Advertising Standards Authority (ASA) is responsible for upholding standards in alcohol advertising. However, the ASA can only require companies to stop running non-compliant adverts and cannot issue fines or sanctions. As a result, ASA decisions often come too late to prevent harm.
To comply with UK regulations, alcohol marketing must not:
- Be directed at people under 18 or be likely to appeal particularly to this age group. No medium should be used to advertise alcoholic drinks if more than 25% of its audience is under 18.
- Link alcohol with seduction, sex, social success, or irresponsible, anti-social, tough, or daring behaviour.
- Show people drinking and behaving in an adolescent or juvenile way, or reflecting the culture of people under 18 years old.
- Portray drinking alcohol as a challenge.
- Claim or imply that alcohol can enhance confidence or popularity, or that it is a key component of the success of a personal relationship or social event.
In addition to these UK-specific regulations, the EU's Audiovisual Media Services Directive (previously known as the 'TV without Frontiers' Directive) sets out restrictions on alcohol advertising. These provisions, laid out in Article 22, are identical to those in the UK.
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The impact of alcohol advertising on youth
Alcohol advertising is one of the most highly regulated forms of marketing. Despite this, there is a significant body of research demonstrating a correlation between alcohol advertising and consumption among young people. This has led to debates about the impact of alcohol advertising on youth.
A study from the American Journal of Public Health found that underage consumption of alcohol is correlated with exposure to alcohol ads. Similarly, a study from the Organisation for Economic Co-operation and Development (OECD) reported that total expenditure on alcohol advertising is linked to higher consumption, and that advertising bans could reduce consumption. An economic analysis in the US concluded that a complete ban on alcohol advertising could reduce monthly youth drinking by 24% and youth binge drinking by about 42%.
In the UK, those aged 10-15 years are significantly more exposed to alcohol advertisements per viewing hour than adults aged 25 and above. This suggests that the current advertising regulations in the UK do not eliminate disproportionate exposure of young people per viewing hour. Content analysis of advertisements has also shown that despite adhering to marketing codes, most alcohol ads contain features that appeal to young people.
Sports have been suggested to be one of the primary mediums for alcohol promotion, with the majority of advertising spend and placement occurring in sports. Sponsorship of sports participants or athletes has been associated with more hazardous drinking, with calls from the UK, Australia, and New Zealand for bans on alcohol industry sponsorship and advertising in sports.
To address the impact of alcohol advertising on youth, some countries have implemented restrictions on the placement and content of alcohol advertisements. For example, France, Norway, Russia, Ukraine, Myanmar, Sri Lanka, Kenya, and Kazakhstan have banned all alcohol advertising on television and billboards. In the US, self-regulatory bodies create standards for ethical alcohol advertising, aiming to ensure that alcohol ads are placed where at least 71.6% of the audience is over the legal drinking age and are not designed to appeal to those under 21. Similarly, Ireland has introduced a law banning alcohol advertisements near schools, children's play areas, public transportation, and cinemas.
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Sports and alcohol advertising
Alcohol advertising is one of the most highly regulated forms of marketing. While some countries have banned all alcohol advertising on television and billboards, others, like the UK, allow it within specific guidelines. The UK's Department for Culture, Media and Sport has shown little interest in banning alcohol advertising before the 9 pm watershed, citing potential losses of up to £100 million in annual ad revenues for the TV industry.
Sports and alcohol have a long history of association in the UK, particularly in football and rugby. Alcohol companies sponsor major competitions like the Six Nations and the UEFA European Championships, and many clubs have relationships with alcohol producers or distributors. The Premier League and Arsenal have official beers, and Chang Lager once deployed a walking marketing campaign, Changy the Elephant, at Everton's Goodison Park. While pitch-side pints are less common now, alcohol advertising is still prevalent in sports, with teams plugging drinks partnerships through various digital channels.
The drinks industry's message is clear: sport and alcohol are natural companions. Guinness, for instance, has stated, "A pint of Guinness with your friends is the perfect accompaniment to a game of rugby and has been for a long time." Budweiser, meanwhile, claims to "make every fan's game-viewing experience complete." However, research indicates a link between exposure to alcohol marketing and drinking behaviours, especially among young people. As children often attend sporting events, they are susceptible to these messages and the alcohol advertising that surrounds them.
In Scotland, 69% of young people surveyed had seen alcohol sports sponsorship in a month, and nearly half of Scottish children surveyed associated the Scottish national team with its beer brand sponsor. Children in Scotland and the UK are highly aware of alcohol sports sponsorship, and the Children's Parliament in Scotland has recommended prohibiting alcohol-branded sports merchandise and offering accreditation to family-friendly sports venues with reduced alcohol advertising. Ireland has introduced laws banning alcohol advertisements near schools, children's play areas, public transportation, and cinemas, and France has a complete ban on alcohol advertising.
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Self-regulation in alcohol advertising
Alcohol advertising is one of the most highly regulated forms of marketing. In the UK, alcohol advertising is currently self- and co-regulated by the Advertising Standards Authority (ASA), Ofcom, and the Portman Group. The ASA is funded by the advertising industry, while the Portman Group is funded by twelve alcohol companies.
The ASA and Ofcom regulate broadcast advertising, while the Portman Group oversees alcohol packaging and labelling. The ASA's guidance states that ads for alcoholic drinks must not feature, imply, condone or encourage irresponsible or immoderate drinking. However, the activities of these regulators have been criticised for their lack of transparency and inconsistent decision-making.
There is scientific research demonstrating a correlation between alcohol advertising and alcohol consumption, especially among young people. Exposure to alcohol advertising has been linked to children drinking from an earlier age, more heavily, and in riskier ways. Despite this, the alcohol industry has been accused of actively misleading the public about the risks of alcohol consumption and trying to remove related laws.
Some countries, such as France, Norway, and Ukraine, have banned all alcohol advertising on television and billboards. In the UK, there have been calls for tougher rules and statutory regulation of alcohol marketing to protect young people from exposure to alcohol advertising. The Alcohol Charter, backed by the World Health Organisation, calls for independent regulation of alcohol marketing content and placement, similar to France's 'Loi Evin' regulation, which makes targeting young people illegal.
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Misleading alcohol advertising
Alcohol advertising is one of the most highly regulated forms of marketing. In the UK, alcohol advertising rules are a mix of co-regulation with Ofcom and self-regulation, administered by the ASA and the Portman Group. However, these rules often fail to protect children from exposure, especially online.
The UK's Department for Culture, Media and Sport has found little opposition to alcohol advertising on television before the 9 pm watershed hour. A leaked DCMS memorandum opposes a pre-watershed ban on alcohol advertising, claiming that it would not reduce 'binge drinking' among youths and that under-18s are likely to watch post-9 pm ads anyway. The UK government is also concerned about the potential loss of up to £100 million in annual ad revenues for the TV industry if such a ban were implemented.
Despite the regulations, alcohol advertising in the UK has been accused of being misleading and failing to protect young people effectively. The alcohol industry has been criticised for actively misleading the public about the health risks associated with alcohol consumption, such as the risk of cancer. Additionally, alcohol advertising often makes drinking appear fun and exciting, appealing to a younger demographic. For example, the iconic Guinness advertising campaigns of the 1930s and 1940s featured slogans such as "Guinness is Good For You," targeting a broad audience, including non-drinkers.
To address these concerns, the UK has implemented strict rules for alcohol advertising. Alcohol ads must not be directed at people under 18 or contain anything that is likely to appeal to them. Any individuals featured in alcohol ads must be 25 years of age or over and look it. There are also controls over the placement of alcohol ads, with restrictions on appearing in or around programmes targeted at under-18s or likely to appeal to that age group. These rules apply across all media, including television, print, radio, online, and social media, as well as sponsorship of sporting and music events.
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Frequently asked questions
No, alcohol advertising is not banned on TV in the UK. However, the UK government has imposed some restrictions on alcohol advertising. For example, ads for alcoholic drinks must not feature, imply, condone or encourage irresponsible or immoderate drinking.
Alcohol advertising on TV in the UK is subject to certain rules and regulations. Ads for alcoholic drinks must abide by the guidelines laid out in the BCAP Code, which aim to prevent the encouragement of irresponsible or immoderate drinking. Additionally, the UK has a self-regulatory body, the Alcohol Standards Authority, which enforces strict rules on alcohol advertising.
Yes, there are concerns about the potential impact of alcohol advertising on young people in the UK. Research has suggested a correlation between exposure to alcohol advertising and the onset of youth drinking. Some studies have found that advertisements can increase expectations about alcohol, leading to a greater likelihood of drinking among young people. As a result, there have been calls for stricter regulations or a complete ban on alcohol advertising during certain times, such as before the 9 pm watershed.
Opponents of a ban argue that the impact of such a prohibition on youth drinking is speculative and that young people are likely to be exposed to alcohol ads regardless of the timing. Additionally, there is a significant economic consideration, as a ban on alcohol ads is estimated to cost the TV industry up to £100 million in annual ad revenues.
