A charity has called for a complete ban on alcohol advertising at music and sports events to protect children and young people from what it describes as "excessive" exposure.
Alcohol Concern claims the current regulatory system is failing young people, citing high levels of alcohol brand recognition and "numerous" examples of inappropriate advertising.
It is recommending new rules that restrict adverts to referring only to the characteristics of the product, such as strength, origin, composition and means of production, and a ban on alcohol advertising in the trailers of films shown in cinemas with less than an 18 certificate.
The charity said the Advertising Standards Authority (ASA) should work in a "more proactive way" rather than "depending on complaints from the public" before investigating breaches of the advertising code, and should be able to levy "meaningful" sanctions such as fines for serious non-compliance.
Source: Belfast Telegraph, 12/06/13
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