Call for pre-watershed booze ad ban

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A large number of adverts for alcoholic drinks are shown before this time, when children are likely to be watching television, Alcohol Concern said.

A spokesman said: "Our research has shown a peak in alcohol advertising during the hours of 3pm and 5pm when there are obviously going to be lots of kids watching, often unaccompanied by adults."

He continued: "Given the evidence with regard to the high level of drinking among minors in the UK, and the influence of alcohol advertising on young people, it is appropriate that the current rules should be tightened in order to protect children."

Under the current rules, alcohol adverts must not be aired if there are 20% more children than the average proportion of children watching at one time.

A Committee of Advertising Practice (Cap) spokesman said: "If you're watching the seven o'clock news there can be alcohol advertising, but if you're watching The Simpsons or Ugly Betty, there can't, because lots of children tend to watch these shows."

Alcohol Concern chief executive Don Shenker said: "Children are not being protected from alcohol advertising, despite evidence which shows it increases their drinking. It would be unacceptable to allow smoking to be promoted to children, yet alcohol - which adversely affects thousands of children every year - is advertised to millions of youngsters as a matter of course."

The CAP spokesman said: "We will assess all responses to the consultation - of which there have been more than 3,000 - and Alcohol Concern's proposals will be taken into consideration."

David Poley, chief executive of the Portman Group, the social responsibility body which represents nine of the largest drinks producers, said: "Unless advertising is completely banned, it is inevitable children will be exposed to some ads that are not aimed at them.

"The strict content and scheduling rules on advertising apply 24 hours a day, seven days a week. This system of audience profiling is a more reliable way of assessing if a programme or film has particular appeal to children than any watershed. Besides, it makes no commercial sense for the industry to target people who can't legally buy their products."