Call to ban alcohol adverts when children are watching

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Drink adverts on television should be barred when children are likely to be watching, campaigners said yesterday.

They warned that millions of youngsters are being exposed to alcohol commercials when they come home from school and start watching their favourite shows.

Alcohol Concern is calling for the 9pm watershed imposed to shield youngsters from sex, violence and swearing on screen to be extended to cover drink adverts.

It said early-evening programmes such as The Simpsons, Home And Away, Coronation Street and The X Factor are notable for the number of alcohol promotions during their commercial breaks.

The complaint from the pressure group comes amid growing concern over the role of alcohol in youth and gang violence.

This led Cheshire Chief Constable Peter Fahy to call for a rise in the age at which young people can buy drink from 18 to 21.

Alcohol Concern chief executive Srabani Sen said: "A watershed ban is the only way to give parents the peace of mind of knowing that their children can be kept safe from the influence of advertising."

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Adverts are blamed for children drinking alcohol

The group's report said monitoring of terrestrial and satellite channels showed that afternoon and early-evening programmes popular with children are supporting alcohol advertising.

The number of drinks adverts rose "dramatically" after 3pm when pupils begin to get home from school.

The campaigners said current rules banning alcohol advertising from programmes where children make up more than a fifth of viewers are inadequate.

These do not allow parents to know in advance when drink advertising may be shown, the report added.

The Portman Group, which speaks for nine of the biggest drinks companies, said advertising rules were toughened two years ago and stop adverts from targeting under-18s.

Chief executive David Poley said: "Shielding this age group from any images of alcohol is not helping them grow up with sensible, balanced attitudes to drinking."

The Advertising Association, representing advertisers and agencies, said: "There are considerable problems in society brought on by alcohol misuse and addiction.

"However, a pre-watershed ban is unnecessary and disproportionate."