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21/01/2010
Alcohol Ads 'Pushing Boundaries'
Some UK alcohol producers are "pushing the boundaries" of advertising rules by still managing to appeal to young people, it has been claimed.
Professor Gerard Hastings said companies are "in the last chance saloon" of the advertising code of practice.
He suggested the UK system of self regulatory controls for alcohol advertising is failing.
Prof Hastings and his team analysed a sample of internal marketing documents from four alcohol producers and their communications agencies.
The documents were made available as part of the House of Commons Health Committee alcohol inquiry.
Prof Hastings found market research data on 15 and 16-year-olds is used to guide campaign development.
Many references are made to the need to recruit new drinkers and establish their loyalty to a particular brand.
Despite a ban on encouraging drunkenness and excess, the authors also found many references to unwise and immoderate drinking, suggesting that increasing consumption is a key promotional aim.
Other documents suggest that brands can promote social success, masculinity or femininity, despite this also being banned under advertising codes.
Prof Hastings and his team said the UK needs to tighten both the procedures and scope of the regulation of alcohol advertising.
"History suggests that alcohol advertisers are, appropriately enough, drinking in the last chance saloon," they concluded.
(PR/GK)
Professor Gerard Hastings said companies are "in the last chance saloon" of the advertising code of practice.
He suggested the UK system of self regulatory controls for alcohol advertising is failing.
Prof Hastings and his team analysed a sample of internal marketing documents from four alcohol producers and their communications agencies.
The documents were made available as part of the House of Commons Health Committee alcohol inquiry.
Prof Hastings found market research data on 15 and 16-year-olds is used to guide campaign development.
Many references are made to the need to recruit new drinkers and establish their loyalty to a particular brand.
Despite a ban on encouraging drunkenness and excess, the authors also found many references to unwise and immoderate drinking, suggesting that increasing consumption is a key promotional aim.
Other documents suggest that brands can promote social success, masculinity or femininity, despite this also being banned under advertising codes.
Prof Hastings and his team said the UK needs to tighten both the procedures and scope of the regulation of alcohol advertising.
"History suggests that alcohol advertisers are, appropriately enough, drinking in the last chance saloon," they concluded.
(PR/GK)
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