LONDON--Ofcom, the independent regulator and competition
authority for the U.K. communications industries, said Friday that
it has asked advertising regulators to review rules that limit
children from being exposed to alcohol advertising on TV.
MAIN FACTS:
-This follows Ofcom research, which shows that children saw an
average of 3.2 alcohol adverts per week in 2011, compared to 2.7 in
2007.
-Ofcom has asked the Advertising Standards Authority or ASA,
which ensures compliance with advertising rules, and the Broadcast
Committee of Advertising Practice or BCAP, which keeps the rules
under review1, to assess whether the limits placed on children's
exposure to alcohol advertising on TV are effective.
-Ofcom has asked the ASA to investigate the audience data to
determine whether broadcasters have made the right judgments and,
where they haven't, to take enforcement action to ensure children
remain protected.
-It is important to review whether the current regulations
remain effective and appropriate in limiting children's exposure to
alcohol advertising.
-Ofcom has asked the U.K.'s broadcasting advertising bodies to
consider the following questions: Is the current approach to
identifying which programs should exclude alcohol advertising
working properly?; Is the current approach sufficiently
comprehensive, given that much of children's viewing is to adult
programs in which alcohol advertising is permitted?
-Ofcom has asked the ASA to identify any issues, and take
compliance action where necessary, and asked BCAP to set out its
recommendations in October.
-Ofcom will undertake further research to re-examine children's
exposure to alcohol advertising to review the impact of any steps
taken to improve the effectiveness of regulations protecting
children from alcohol advertising on TV.
-Write to Razak Musah Baba at razak.baba@dowjones.com
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