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".

Start your day with The Independent, sign up for daily news emails
Arts and Entertainment
Lou Reed distorted the truth about his upbringing, and since his death in 2013, biographers and memoirists have added to the myths
musicThe truth about Lou Reed's upbringing beyond the biographers' and memoirists' myths
News
people
News
Ed Miliband received a warm welcome in Chester
election 2015
Life and Style
Apple CEO Tim Cook announces the Apple Watch during an Apple special even
fashionIs the Apple Watch for you? Well, it depends if you want for the fitness tech, or the style
Have you tried new the Independent Digital Edition apps?
ebooks
ebooksA special investigation by Andy McSmith
  • Get to the point
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

Recruitment Genius: Telesales Executive - OTE £25,000

£15000 - £25000 per annum: Recruitment Genius: This publishing company based i...

Ashdown Group: Content Manager - Publishing

£30000 - £35000 per annum + benefits : Ashdown Group: A highly successful, glo...

Guru Careers: Report Writer / Reporting Analyst

£25 - 30k + Benefits: Guru Careers: A Report Writer / Reporting Analyst is nee...

Guru Careers: German Speaking Account Manager / Account Executive

£24-30K + Excellent Benefits: Guru Careers: A German speaking Account Manager ...

Day In a Page

NHS struggling to monitor the safety and efficacy of its services outsourced to private providers

Who's monitoring the outsourced NHS services?

A report finds that private firms are not being properly assessed for their quality of care
Zac Goldsmith: 'I'll trigger a by-election over Heathrow'

Zac Goldsmith: 'I'll trigger a by-election over Heathrow'

The Tory MP said he did not want to stand again unless his party's manifesto ruled out a third runway. But he's doing so. Watch this space
How do Greek voters feel about Syriza's backtracking on its anti-austerity pledge?

How do Greeks feel about Syriza?

Five voters from different backgrounds tell us what they expect from Syriza's charismatic leader Alexis Tsipras
From Iraq to Libya and Syria: The wars that come back to haunt us

The wars that come back to haunt us

David Cameron should not escape blame for his role in conflicts that are still raging, argues Patrick Cockburn
Sam Baker and Lauren Laverne: Too busy to surf? Head to The Pool

Too busy to surf? Head to The Pool

A new website is trying to declutter the internet to help busy women. Holly Williams meets the founders
Heston Blumenthal to cook up a spice odyssey for British astronaut manning the International Space Station

UK's Major Tum to blast off on a spice odyssey

Nothing but the best for British astronaut as chef Heston Blumenthal cooks up his rations
John Harrison's 'longitude' clock sets new record - 300 years on

‘Longitude’ clock sets new record - 300 years on

Greenwich horologists celebrate as it keeps to within a second of real time over a 100-day test
Fears in the US of being outgunned in the vital propaganda wars by Russia, China - and even Isis - have prompted a rethink on overseas broadcasters

Let the propaganda wars begin - again

'Accurate, objective, comprehensive': that was Voice of America's creed, but now its masters want it to promote US policy, reports Rupert Cornwell
Why Japan's incredible long-distance runners will never win the London Marathon

Japan's incredible long-distance runners

Every year, Japanese long-distance runners post some of the world's fastest times – yet, come next weekend, not a single elite competitor from the country will be at the London Marathon
Why does Tom Drury remain the greatest writer you've never heard of?

Tom Drury: The quiet American

His debut was considered one of the finest novels of the past 50 years, and he is every bit the equal of his contemporaries, Jonathan Franzen, Dave Eggers and David Foster Wallace
You should judge a person by how they peel a potato

You should judge a person by how they peel a potato

Dave Hax's domestic tips are reminiscent of George Orwell's tea routine. The world might need revolution, but we like to sweat the small stuff, says DJ Taylor
Beige is back: The drab car colours of the 1970s are proving popular again

Beige to the future

Flares and flounce are back on catwalks but a revival in ’70s car paintjobs was a stack-heeled step too far – until now
Bill Granger recipes: Our chef's dishes highlight the delicate essence of fresh cheeses

Bill Granger cooks with fresh cheeses

More delicate on the palate, milder, fresh cheeses can also be kinder to the waistline
Aston Villa vs Liverpool: 'This FA Cup run has been wonderful,' says veteran Shay Given

Shay Given: 'This FA Cup run has been wonderful'

The Villa keeper has been overlooked for a long time and has unhappy memories of the national stadium – but he is savouring his chance to play at Wembley
Timeless drama of Championship race in league of its own - Michael Calvin

Michael Calvin's Last Word

Timeless drama of Championship race in league of its own