Kids need less exposure to alcohol ads

Barbara Biggins OAM CF, Hon CEO, CMA, highlights possible changes to TV advertising which will allow even more alcohol advertising.

Recent research commissioned by FARE and Cancer Council WA (see Top News this issue) has shown the high levels of alcohol advertising that Australian teens are exposed to and the risks that result.

It seems that Australia lacks necessary and sufficient protections for the young audience.

Currently, the Commercial Television Industry Code of Practice for free-to-air broadcast TV only permits the screening of alcohol ads during the periods when ‘M’ classified material is permitted, which is 12 to 3pm on school days (excluding holidays), and overnight 7:30pm to 6am on all days.

However, commercial industry body Free TV Australia has reviewed its Code of Practice and proposes to eliminate the school/public holiday exclusion, permitting alcohol ads 10am to 3pm on all days, increasing the window of opportunity for alcohol ads to be shown by 800 hours per year. The Australian Communications and Media Authority (ACMA) is expected to announce shortly its acceptance or otherwise of this proposition.

And there’s a loophole in the current Code which means that alcohol ads can be shown during sports at these times that kids are watching.

So what are the rules for streaming services?

There are no legislative restrictions for alcohol advertising, neither on free streaming like 7Plus, nor paid streaming, like Kayo.  For Pay TV like Foxtel, their code of practice doesn’t specify any permitted timeframes, and simply says a licensee must take into account the intellectual maturity of the intended audience when scheduling alcohol ads.

So that means that when young families want to watch their favourite footy team play live or even on a replay, the alcohol industry is reaching our kids right in our living rooms.

It’s time for ACMA, and the government to stand up and insist on the establishment of rules for alcohol ads that actually protect the young.

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