Ad watchdog gives drinks advertisers pat on back

05 October, 2007

The alcohol industry has adapted well to changes to advertising codes, according to the Advertising Standards Authority.

A survey by

the watchdog found that 94 per cent of alcohol advertisements across TV and non-broadcast media complied with the code on alcohol advertising, which was tightened two years ago.

Of 147 non-broadcast ads assessed, 24 were considered problematic and nine of those seemed to have breached the code. Of 63 TV commercials assessed, nine were problematic and three of those appeared to have breached the code. The ASA said the figures compared favourably to other sectors, but said it would work with the industry to improve compliance rates.

Advertisers and agencies should "continue to take care when developing future campaigns" and seek advice .

Roger Wisbey, secretary of the committee of advertising practice and its broadcast equivalent, said: "The alcohol survey has revealed a generally satisfying level of compliance in the

sector. Although any breach of the advertising codes is unacceptable, the stricter rules have meant advertisers have had to raise their standards even higher and those standards are almost always met.

"We will work with the industry to improve compliance levels and ensure a continued strong emphasis on socially responsible alcohol advertising."

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