Alcohol adverts 'target teenagers' despite strict code

Seven years after strict new rules were introduced to stop drinks companies marketing alcohol to children, teenagers are again being targeted, a report finds.

Research by the Youth Alcohol Advertising Council – which is co-ordinated by Alcohol Concern– warns that existing rules are not doing enough.

The group has reported the marketing of three brands to the Advertising Standards Authority: Frosty Jack's Cider, Smirnoff and Lambrini.

Emily Robinson of Alcohol Concern said: "If Government is serious about tackling binge drinking, then protecting children through full implementation of the existing codes on alcohol advertising is an obvious place to start.

"If the alcohol industry insists on bending the rules to target young people and irresponsibly sell more of their product then we need more robust regulation that prevents advertisers from creatively sidestepping the rules."

Under the code, alcohol advertising must not imply drinking alcohol is a key component of social success or that it can contribute to an individual's popularity or confidence. People shown drinking or playing a significant role in the advertising should not be shown behaving in a juvenile manner.

The group complained that Frosty Jack's YouTube channel, which had no age-restriction mechanism, contained dozens of videos likely to appeal to young people including a clip of a young person attempting to burn wasps with a deodorant and lighter.

The group objected to the Smirnoff advert set in a nightclub, and a scene in a Lambrini ad in which the message "I am what I am" was displayed within a glass being filled with the drink.

The ASA is still investigating the Frosty Jack's case but the other two were dismissed in part on the grounds that characters in the ads were not shown drinking.

Gordon Johncox, sales and marketing director at Aston Manor, which makes Frosty Jack's Cider, said the brand's website had been taken down after an internal review: "As a responsible business we are clear on the need to review activity and we strictly adhere to both the spirit and letter of current regulation concerning communication via social media channels."

Case study: 'They make us believe everyone else is drinking and it's normal'

Gabi Ohlsen, 17, is a sixth-former at Colyton Grammar School in Devon, and a member of the Youth Alcohol Advertising Council

"Some alcohol advertising is very much aimed at young people. Because of your age you can't buy alcohol in pubs or restaurants and you want to get the cheapest you can. Pubs are more stringent about checking ID than they used to be and it's easier to get it from a supermarket.

I don't drink but my friends who do, buy alcohol at a supermarket or get their parents to buy it for them. They drink it at a friend's house or a party. A lot of young people just drink to get drunk so it's more about the cost aspect, rather than mattering too much what they are drinking.

Alcohol advertising has a big impact on young people. Advertising can make us believe that everyone else is drinking and that it's a completely normal part of life. Advertising has a lot of power to change people's thinking. I don't think the rules are being enforced strictly enough".

News
peopleFrankie Boyle responds to referendum result in characteristically offensive style
News
news
Arts and Entertainment
musicHunter Davies has collected nearly a hundred original  manuscripts
News
news
PROMOTED VIDEO
Have you tried new the Independent Digital Edition apps?
News
ebooksAn unforgettable anthology of contemporary reportage
New Articles
i100
Life and Style
lifeAiming to show breasts in a non-sexual way for cancer awareness
New Articles
i100... while following the referendum
Arts and Entertainment
Nick Frost will star in the Doctor Who 2014 Christmas special
tvNick Frost, Natalie Gumede and Michael Troughton step up
Arts and Entertainment
Matthew Beard, Ben Schnetzer, Douglas Booth and Jack Farthing in ‘The Riot Club’
filmReview: Sheer nastiness of Riot Club takes you aback
Arts and Entertainment
tvBut something’s not quite right
New Articles
i100
News
people
Latest stories from i100
Have you tried new the Independent Digital Edition apps?
Independent Dating
and  

By clicking 'Search' you
are agreeing to our
Terms of Use.

iJobs Job Widget
iJobs Media

Head of Marketing - London

£60000 - £85000 per annum: Ashdown Group: Interim Head of Marketing / Marketin...

IT Application Support Engineer - Immediate Start

£28000 per annum: Ashdown Group: IT Software Application Support Analyst - Imm...

Digital Project Manager

£25 - 30k: Guru Careers: A Digital Project Manager is needed to join an exciti...

Paid Search Analyst / PPC Analyst

£24 - 28k + Benefits: Guru Careers: We are seeking a Paid Search Analyst / PPC...

Day In a Page

Mystery of the Ground Zero wedding photo

A shot in the dark

Mystery of the wedding photo from Ground Zero
His life, the universe and everything

His life, the universe and everything

New biography sheds light on comic genius of Douglas Adams
Save us from small screen superheroes

Save us from small screen superheroes

Shows like Agents of S.H.I.E.L.D are little more than marketing tools
Reach for the skies

Reach for the skies

From pools to football pitches, rooftop living is looking up
These are the 12 best hotel spas in the UK

12 best hotel spas in the UK

Some hotels go all out on facilities; others stand out for the sheer quality of treatments
These Iranian-controlled Shia militias used to specialise in killing American soldiers. Now they are fighting Isis, backed up by US airstrikes

Widespread fear of Isis is producing strange bedfellows

Iranian-controlled Shia militias that used to kill American soldiers are now fighting Isis, helped by US airstrikes
Topshop goes part Athena poster, part last spring Prada

Topshop goes part Athena poster, part last spring Prada

Shoppers don't come to Topshop for the unique
How to make a Lego masterpiece

How to make a Lego masterpiece

Toy breaks out of the nursery and heads for the gallery
Meet the ‘Endies’ – city dwellers who are too poor to have fun

Meet the ‘Endies’ – city dwellers who are too poor to have fun

Urbanites are cursed with an acronym pointing to Employed but No Disposable Income or Savings
Paisley’s decision to make peace with IRA enemies might remind the Arabs of Sadat

Ian Paisley’s decision to make peace with his IRA enemies

His Save Ulster from Sodomy campaign would surely have been supported by many a Sunni imam
'She was a singer, a superstar, an addict, but to me, her mother, she is simply Amy'

'She was a singer, a superstar, an addict, but to me, her mother, she is simply Amy'

Exclusive extract from Janis Winehouse's poignant new memoir
Is this the role to win Cumberbatch an Oscar?

Is this the role to win Cumberbatch an Oscar?

The Imitation Game, film review
England and Roy Hodgson take a joint step towards redemption in Basel

England and Hodgson take a joint step towards redemption

Welbeck double puts England on the road to Euro 2016
Relatives fight over Vivian Maier’s rare photos

Relatives fight over Vivian Maier’s rare photos

Pictures removed from public view as courts decide ownership
‘Fashion has to be fun. It’s a big business, not a cure for cancer’

‘Fashion has to be fun. It’s a big business, not a cure for cancer’

Donatella Versace at New York Fashion Week