Introduction
1. In July 2004, Ofcom consulted on proposals to revise Section 11.8 of the Advertising Standards Code for television advertising. (Rule 11.8.1 applies to all advertising; 11.8.2 contains additional rules which apply only to advertising for alcoholic drinks; 11.8.3 contains relaxations for low alcohol drinks.)
2. The consultation closed in late September and 64 responses were received. All respondents, including those from the alcohol, advertising and TV industries, supported the overall objectives of the proposals. As far as the detail was concerned, however, the vast majority of reactions were polarised, with the industries holding one fairly similar set of views and all other respondents (including central, devolved and local government, consumer representatives and those concerned to prevent alcohol-related harm) largely supporting Ofcom’s proposals. For the sake of simplicity, therefore, this report generally amalgamates the responses of those who took those polarised positions.