Young ‘bombarded by alcohol ads’

British youngsters feel bombarded by enticing alcohol advertisements and want tougher regulations to protect them from temptation, a new survey has found.

The survey of more than 2,300 people under the age of 18 by Alcohol Concern is said to be the largest study of what young people think about alcohol marketing.

The study found young people strongly supported tougher regulation of alcohol advertising, with 60 per cent of respondents wanting alcohol adverts in cinemas restricted to 18-certificate films only.

Some 58 per cent want the industry’s television adverts limited to after 9 p.m. and 59 per cent want alcohol promotion limited to supermarkets and off-licences selling alcohol.

Alcohol Concern chief executive Don Shenker said the survey showed even young people believed they needed greater protection from the industry’s advertisements.

“If one of the aims of alcohol marketing regulations is to protect children and young people from exposure to advertising then government needs to ask itself whether the current framework is fit for purpose,” Mr Shenker said.

“Clearly young people don’t believe it is, and their preference for stronger protection deserve to be heard.”

Alcohol Concern said the alcohol industry spent £800 million on marketing in the UK each year.

It also said 1.6 million children aged four to 15 were exposed to alcohol adverts during a single game of televised football at the last World Cup. A spokesman for the Advertising Association said: “It’s no surprise to hear young people agree that advertisers should be free to promote alcohol to adults, while supporting rules that protect under-18s.

“It’s common sense, has the full backing of the drinks industry and is exactly how alcohol promotion already works.”