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<p>Advertising in the United Kingdom is regulated by the Advertising Standards Authority,
the industry’s independent regulator, who enforce the Advertising Codes through a
system of self-regulation and co-regulation with Ofcom. The Codes apply to all media,
including broadcast and online, and set standards for accuracy and honesty to which
advertisers must adhere, including specific conditions on advertising to children,
causing offence and social responsibility. The Codes include rules which require that
alcohol advertising is socially responsible and is not targeted at under 18s. The
Codes are regularly reviewed and updated to ensure they remain effective.</p><p> </p><p>Separately
to this, the Portman Group provides a Code of Practice to the alcohol industry on
the Naming, Packaging and Promotion of Alcoholic Drinks, which seeks to ensure that
non-paid for alcohol marketing in the UK is also socially responsible, and does not
target young people.</p>
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