Children and young adults are being exposed to fewer alcohol ads on television and marketers are already scaling back on the number of booze ads aimed at youngsters, according to new research. Ofcom and the Advertising Standards Authority (ASA) today published the results of joint research on the impact of alcohol advertising on young people, and found that between 2002 and 2006, advertising impacts fell by 31% for 16-24 year olds and 39% for 10-15 year olds.
The new rules, introduced in October 2005, were designed to make alcohol ads less appealing to under-18s, and today’s findings show a decline in young people’s recall of alcohol ads.
Alcopops have also declined in popularity, with an 11% drop in those who claimed to drink such products between 2005 and 2007, though during the same time period there was an increase in the amount of cider that youngsters report drinking.
Kate Stross, director of content at Ofcom, the research showed that the revised rules “have ensured that fewer young people feel that TV ads are aimed at them”, and welcomed the ASA’s pledge to keep the matter under review.
Children and young adults are being exposed to fewer alcohol ads on television and marketers are already scaling back on the number of booze ads aimed at youngsters, according to new research. Ofcom and the Advertising Standards Authority (ASA) today published the results of joint research on the impact of alcohol advertising on young people, and found that between 2002 and 2006, advertising impacts fell by 31% for 16-24 year olds and 39% for 10-15 year olds.
