Despite the controversy over some alcopop advertising, the vast majority
of alcohol ads comply with current codes of practice, according to new
research.
The Advertising Standards Authority carried out a survey of alcohol ads
following concerns that some alcopops targeted young drinkers. It found
that only six out of 359 ads were unacceptable.
Among the ads that raised concern was one showing a cartoon of a beer-
bellied man with a row of bottles next to him. Another featured drunken
characters emerging from a champagne bottle. The ASA found the excessive
alcohol consumption unacceptable.
Twelve ads in the sample were for alcopops, ten in the trade press, and
none broke the British Codes of Advertising and Sales Promotions. The
survey looked at ads shown in two weeks in June, because surveys of
Christmas ads always show high compliance.
l The ASA has won its High Court battle with Dixons and Currys on
rulings on their ads in May 1995. The stores took the ASA to court when
their appeals were rejected because they had no new evidence.
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