Alcoholic Drinks Compliance Survey 2008 - Cheers to the last three years

29 October 2009

The ASA has published the findings of its survey of alcoholic drinks ads that appeared in the run-up to Christmas 2008.  The overall compliance rate was 99%, up 2% on the same period in 2007 and 5% on the year before that.  The methodology for this survey mirrored that of previous years so the results are directly comparable.  This was the third such survey undertaken since CAP and BCAP revised the alcohol ad rules in 2005.  The revisions strengthened the rules to ensure alcoholic drink ads do not appeal to people under 18 years of age, for example by making an association with or reflecting youth culture through the particular use of music, language or animation or showing people behaving in an adolescent or juvenile way. 

The CAP Compliance team assessed a total of 456 alcoholic drink ads, which were scheduled on TV and radio and placed in national press, magazines, online and outdoor posters during December 2008.  Out of all the ads assessed, only five were found to breach the CAP or BCAP Codes.  Three of the 394 non-broadcast ads breached the CAP Code and two of the 52 television ads breached the BCAP TV Code.  No breaches were found in radio or online ads.

Of the five ads identified as breaches of the CAP and BCAP Codes, the following principles within the alcoholic drink rules were applicable:

• Suggesting and encouraging irresponsible consumption of alcohol;
• Linking alcohol with sexual success and;
• Suggesting alcohol would boost confidence and lead to the success of a social occasion.

As was the case last year, no ads were identified as having breached a Code because of the likely appeal to those under the age of 18. 

The results of this survey are very encouraging and suggest marketers are acting responsibly within the self-regulatory system.  The Compliance team will nevertheless continue to monitor alcoholic drink ads to ensure a continuing high rate of compliance.