Majority
of the United Kingdom (UK) public perceive alcohol adverts to breach the
Advertising Standards Authority's Broadcast Committee of Advertising Practice
(BCAP) Code suggesting that the current regulatory system for UK television is
inadequate, research from The University of Manchester shows, reports NaijaAgroNet.
Researchers
from TUM also informed NaijaAgroNet that they surveyed 373
adults, aged 18-74 years, showing them one of seven adverts that had been
broadcast in the previous month on leading commercial television channels.
Among
them, about 75 per cent of the participants rated the adverts as breaching at
least one rule from the BCAP Code rules in all seven adverts, the study
published in the journal Alcohol and Alcoholism.
NaijaAgroNet gathered that rules about
alcohol being presented as contributing to popularity or confidence, and
implying that alcohol is capable of changing mood, physical condition or as
nourishment were seen as being breached by over 50 per cent.
The
team led by Professor David French, noted that previously, research in the United
States (US) and Australia have found non-industry experts perceive television
adverts to be in breach of their country’s code.
“We
wanted to find out whether this was also the case in the UK. Overall, we found
three in four participants perceived the adverts to breach at least one alcohol-specific
rule in the BCAP Code,” he declared.
Equally
the research discovered that about £100million is spent on television adverts
for alcohol each year with advertisers arguing these promote brand loyalty but
don't influence the amount of alcohol that people drink.
Previous
studies, NaijaAgroNet was told, have found that
the greater volume of alcohol advertising that young people are exposed to, the
earlier they start drinking and the more frequently and heavily too.
“Over
half of participants perceived breaches of the rules which prohibit
advertisements from implying that alcohol can contribute to popularity or
confidence or that it was capable or changing mood, physical condition or
behavior,” part of the executive summary stated.
The
Manchester team further told NaijaAgroNet that the sample of people
questioned, at the city's main railway station, was representative of the adult
population (aged 18-74 years) in terms of age and gender, but might have
under-represented people from rural locations, low socio-economic groups and
ethnic minorities.
“Despite
these limitations, which the team argues future research should address, the
results suggested a need to review the current code,” he said, stressing that
their results suggested that the UK alcohol and advertising industries design
advertisements do not appear to comply with the letter or the spirit of the
BCAP code.
"Many adverts allude to themes such as youth culture, immoderation and social
and sexual success, although many may not explicitly show them. The results of
the present analysis, along with the comparatively small number of breaches
judged by the ASA, indicate that co-regulation of UK television alcohol adverts
is ineffective and requires further consideration.
"It
also suggests that only a minuscule proportion of members of the public who
perceive adverts as containing elements that breach the BCAP Code actually
report them," he submitted.
Isaac Oyimah/GEE
... Linking agrobiz, people & technology
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