March 2004: Publication of the government’s Alcohol Harm Reduction Strategy, which advocates that Ofcom oversees a review of TV rules by the end of the year
July 19: Consultation document published containing proposals for tougher rules in the following areas: linking alcohol with anti-social or self-destructive behaviour; sexual content; irresponsible handling/serving of alcohol and youth appeal. It also proposes lifting the ban that shows workplace drinking and recommends allowing children to appear in ads if they are part of a family group eating or socialising responsibly
Sept 24: Consultation ends
Nov 2004: New rules in place.