Drinks firms have been given a resoundingly clean bill of health over their advertising this week.
Almost all ads run by alcohol companies in the past 12 months were in accordance with advertising rules, according to the Advertising Standards Authority.
In the ASA's third compliance survey since stricter rules were introduced in 2005, published this week, the drinks industry achieved a pass rate of 99.7%, up from 98.9% in 2008 and 97.4% from 2007.
Of the 307 ads that covered broadcast, online and print, just one was deemed to be in breach of the Committee of Advertising Practice Code. The ad, for an unnamed lager brand, was timed to coincide with the draw for the World Cup. The ad was for a four-pack and as the draw was due to take only 90 minutes, the ASA felt it was likely to encourage excessive drinking and implied that alcohol was indispensable.
The ASA said it was particularly encouraging that no online ads breached the code and that no cider adverts were identified as problematic. In 2008 three ads for cider were deemed to be in breach of the code.
"The ASA and CAP are determined to help industry comply with alcohol rules, which is why we provide training and advice," said ASA chief executive Guy Parker. "Advertisers are playing a significant part in ensuring that alcohol is promoted in a socially responsible way."
The rules were toughened up in 2005 in response to concern about underage and irresponsible drinking, with an emphasis on protecting young people.
Almost all ads run by alcohol companies in the past 12 months were in accordance with advertising rules, according to the Advertising Standards Authority.
In the ASA's third compliance survey since stricter rules were introduced in 2005, published this week, the drinks industry achieved a pass rate of 99.7%, up from 98.9% in 2008 and 97.4% from 2007.
Of the 307 ads that covered broadcast, online and print, just one was deemed to be in breach of the Committee of Advertising Practice Code. The ad, for an unnamed lager brand, was timed to coincide with the draw for the World Cup. The ad was for a four-pack and as the draw was due to take only 90 minutes, the ASA felt it was likely to encourage excessive drinking and implied that alcohol was indispensable.
The ASA said it was particularly encouraging that no online ads breached the code and that no cider adverts were identified as problematic. In 2008 three ads for cider were deemed to be in breach of the code.
"The ASA and CAP are determined to help industry comply with alcohol rules, which is why we provide training and advice," said ASA chief executive Guy Parker. "Advertisers are playing a significant part in ensuring that alcohol is promoted in a socially responsible way."
The rules were toughened up in 2005 in response to concern about underage and irresponsible drinking, with an emphasis on protecting young people.
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