Of the 307 alcohol ads assessed during the survey sample, 99.7% complied with the codes.
Only one was considered in breach of the CAP Code. This was a press ad for a lager, featuring a price promotion, which the ASA considered was likely to be seen to encourage excessive drinking and implied that alcohol was indispensable. The ASA refused to reveal the brand behind the offending ad.
This is the third comprehensive ASA survey of alcohol ads since the introduction of new stricter alcohol advertising rules in 2005. The rules were significantly tightened by industry in response to government and public concern about underage and irresponsible drinking, and place a particular emphasis on protecting young people.
The result is an improvement on the compliance rate of 98.9% from the 2008 survey, and 97.4% from the 2007 survey. As in 2008, none of the online ads examined during the survey breached the code. Of particular note, no ads for cider were identified as problematic, whereas three were identified as in breach of the codes in 2008.
Helping advertisers to maintain high compliance with the alcohol rules is an ongoing commitment of both the ASA and the code-writing body, the Committee of Advertising Practice (CAP). CAP Services, which includes bespoke advice, online tools, advice newsletters and training seminars, is designed to raise awareness of the rules and to prevent breaches.
Guy Parker, the ASA chief executive, said: "The ASA and CAP are determined to help industry comply with the alcohol rules, which is why we provide extensive training and advice. As our survey demonstrates, the work we have undertaken is helping, but advertisers are themselves playing a significant part in ensuring that alcohol is promoted in a socially responsible way."
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