NEWS: ASA gives drink ads the all-clear

Despite the controversy over some alcopop advertising, the vast majority of alcohol ads comply with current codes of practice, according to new research.

Despite the controversy over some alcopop advertising, the vast majority

of alcohol ads comply with current codes of practice, according to new


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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