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<p>UK Government has measures in place to protect children and young people from alcohol
advertisements. Material in the Committee of Advertising Practice and Broadcast Committee
of Advertising Practice Codes (CAP and BCAP codes) relating to the advertising and
marketing of alcohol products is exceptionally robust and to date, very effective.</p><p>The
government, along with regulators, recognises the social imperative of ensuring that
alcohol advertising is responsible and in particular that children and young people
are suitably protected. If new evidence emerges that clearly highlights major problems
with the existing Codes, then the Advertising Standards Authority has a duty to revisit
the Codes and take appropriate action.</p><p> </p>
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