Navigation Links
Public perceive alcohol adverts breach regulatory code, research finds
Date:5/8/2014

A majority of the UK general public perceive alcohol adverts to breach the Advertising Standards Authority's Broadcast Committee of Advertising Practice (BCAP) Code suggesting that the current regulatory system for UK television is inadequate, research from The University of Manchester shows.

Researchers surveyed 373 adults, aged 18-74 years, showing them one of seven adverts that had been broadcast in the previous month on leading commercial television channels.

Overall 75 per cent of the participants rated the adverts as breaching at least one rule from the BCAP Code rules in all seven adverts, the study published in the journal Alcohol and Alcoholism.

Rules about alcohol being presented as contributing to popularity or confidence, and implying that alcohol is capable of changing mood, physical condition or as nourishment were seen as being breached by over 50 per cent.

Professor David French, who led the research, said: "Previous research in the US and Australia has found non-industry experts perceived television adverts to be in breach of their country's code. We wanted to find out whether this was also the case in the UK.

"Overall we found three in four participants perceived the adverts to breach at least one alcohol-specific rule in the BCAP Code."

Around 100million is spent on television adverts for alcohol each year* with advertisers arguing these promote brand loyalty but don't influence the amount of alcohol that people drink.

But previous studies have found that the greater volume of alcohol advertising that young people are exposed to, the earlier they start drinking and the more frequently and heavily they drink. **

Over half of participants perceived breaches of the rules which prohibit advertisements from implying that alcohol can contribute to popularity or confidence or that it was capable or changing mood, physical condition or behaviour.

The Manchester team say the sample of people questioned, at the city's main railway station, was representative of the adult population (aged 18-74 years) in terms of age and gender, but might have under-represented people from rural locations, low socio-economic groups and ethnic minorities. Despite these limitations, which the team argues future research should address, the results suggested a need to review the current code.

Professor French added: "Our results suggest that the UK alcohol and advertising industries design advertisements do not appear to comply with the letter or the spirit of the BCAP code.

"Many adverts allude to themes such as youth culture, immoderation and social and sexual success, although many may not explicitly show them.

"The results of the present analysis, along with the comparatively small number of breaches judged by the ASA, indicate that co-regulation of UK television alcohol adverts is ineffective and requires further consideration.

"It also suggests that only a minuscule proportion of members of the public who perceive adverts as containing elements that breach the BCAP Code actually report them."


'/>"/>

Contact: Alison Barbuti
alison.barbuti@manchester.ac.uk
44-016-127-58383
University of Manchester
Source:Eurekalert

Related medicine news :

1. U.S. Spends Too Little on Public Health Initiatives: Report
2. Physicians call for improvements to countrys public health system to protect US residents
3. Publication Bias Casts Doubt on Value of Antidepressants for Autism
4. Comprehensive report documents impact of urologic diseases on American public
5. Surgeon General receives 2012 Distinguished Public Service Award from internal medicine physicians
6. The Tennessee Car Accident Lawyers at Michael D. Ponce & Associates Alert Public of CDC Survey Revealing Majority of High School Seniors Admitting to Texting Behind Wheel
7. As New Premature Ejaculation Drugs Get Closer To The Public Market, LastLonger2Night.com Announces A Drug-Free Solution
8. Higher levels of public reimbursement positively influence national birth rates and reduce unmet needs in subfertile populations
9. Oxford University Press launches Evolution, Medicine, and Public Health
10. $53 million grant will help health researchers develop new therapies -- with the publics help
11. Tobacco use more prevalent among African-American adolescents living in public housing communities
Post Your Comments:
*Name:
*Comment:
*Email:
(Date:10/13/2017)... ... October 13, 2017 , ... The Visiting Nurse Association ... Featuring a collection of specialty vendors and unique items from across the nation, this ... health and wellness services offered by the VNA. The boutique will be open ...
(Date:10/13/2017)... ... October 13, 2017 , ... Coveros, ... Development, has been awarded a contract by the Center for Medicare and Medicaid ... to accelerate the enterprise use of Agile methodologies in a consistent and high ...
(Date:10/12/2017)... ... 2017 , ... Planet Fitness, one of the largest and fastest growing franchisors ... a flagship location in Covington, LA at 401 N. U.S. Highway 190, in January ... Office Depot in the Holiday Square shopping center. Its location allows it to serve ...
(Date:10/12/2017)... ... October 12, 2017 , ... Information ... we intend to develop to enable prevention of a major side effect of ... loss, especially in pediatric patients. For cisplatin, hearing loss is FDA listed on-label ...
(Date:10/12/2017)... ... 12, 2017 , ... Women-owned and Grand Rapids-based workplace wellness ... in Wellness® by Best and Brightest. OnSite Wellness will be honored at the ... 7:30 a.m. to 2 p.m. at the Henry Autograph Collection Hotel, located at ...
Breaking Medicine News(10 mins):
(Date:10/10/2017)... EXTON, Pa. , Oct. 10, 2017   ... leader in innovative solutions for injectable drug administration, today ... of West,s ID Adapter for improving the intradermal administration ... the Fourth Skin Vaccination Summit in May 2017 by ... Team Lead, Polio Department, World Health Organization (WHO), and ...
(Date:10/5/2017)...  In response to the nationwide opioid epidemic, ... (AAOMS) released prescribing recommendations that urge ibuprofen – ... a first-line therapy to manage a patient,s acute ... Recognizing the value and importance of the ... Acute and Postoperative Pain Management" stresses that practitioners ...
(Date:10/4/2017)...  According to the Centers for Disease Control and Prevention (CDC), ... Urgent Care is helping communities across Massachusetts , ... offering no-cost* flu shots through the end of the month. ... regulations. ... a flu shot is by the end of October, according to the ...
Breaking Medicine Technology: