Constraining the youth appeal of alcohol ads

09 December 2005

Revised rules for alcohol advertising on TV and in non-broadcast media came fully into force on 1 October after a “grace period” for older ads that might not have complied with the new rules. 

In November 2004, Ofcom published the revised rules on TV advertising of alcohol as one part of a Government-led, society-wide attempt to change the rather unhealthy drinking culture we have in this country.  (The radio rules were not thought to need change.)  At the same time, Ofcom delegated the regulation of broadcast advertisements to the ASA and BCAP so responsibility for all advertisements – and therefore all alcohol advertisements – is now under one roof.

The key changes as far as alcohol ads on TV is concerned were:

• The rules on sexual links were strengthened.  Previously, the rules did not bite unless the protagonists were seen drinking alcohol.   The new rules are intended to prevent more subtle links between sex and a brand image.  But scenes of romance or mild flirtation between the over 25s are OK unless the ad is likely to appeal to youngsters or suggests that drinking has or will smooth the path of passion
• Similarly, the rules about daring, aggressive, irresponsible or anti-social behaviour were strengthened
• Alcoholic drinks must be handled and served responsibly.  No more splashing the stuff around like water
• Alcohol commercials must not have “strong appeal to people under 18”.  The old rule forbade “particular appeal” to under 18s.  So, previously, if an advertisement was likely to appeal just as much to over 18s as to under 18s, the test was passed and the ad could run.  The new rule means that advertisers have to steer clear of youth culture and make sure other elements do not have strong youth appeal, regardless of the strength of appeal to other age groups.

In June this year, CAP published revised non-broadcast rules that were broadly similar to the TV Code.  For youth appeal, the key addition to the non-broadcast rules is that ads should not “be associated with people under 18 or reflect their culture”.

Appeal to under 18s is likely to prove the most difficult aspect of alcohol ads for the ASA Council to adjudicate on because, inevitably, it is not easy for people who are not part of, or privy to, “youth culture” to make judgements about what will appeal to kids and young teenagers. 

So Ofcom and the ASA commissioned a well-known independent research agency to conduct research into the appeal of alcohol advertisements to young people.  The research is being run in two stages.  Click here to read the report on the results of the first stage.  The purpose of the research is to measure, so far as is possible, the extent to which the alcohol advertising rule changes reduce the appeal of some alcohol advertising to under 18s and this first report sets benchmarks for a later, follow-up study in 18 to 24 months.

The research consisted of a qualitative phase involving 16 group discussions with teenagers and young adults aged between 11 and 21.  That was followed by a quantitative phase using a representative sample of over 1,500 young people aged 11 to 21.  So it is a solid, sizeable piece of work.

A significant change to some aspects of alcohol advertisements of recent years is needed and this research should be helpful in achieving that.