Who:The Advertising Standards Authority (ASA)
Where: United Kingdom
When: 23 May 2024
Law stated as at: 6 June 2024
What happened:
The ASA regularly monitors ads for age-restricted products to protect vulnerable audiences. This ensures that their strict scheduling restrictions effectively limit children’s exposure. The ASA now reports on children’s TV ad exposure biannually, with the last report in 2022.
The latest report shows a continued decrease in children’s exposure to gambling and alcohol ads on TV. It also includes data on children’s exposure to products that are high in fat, salt and sugar (HFSS) for the first time since 2019.
Key findings include:
- Children’s exposure to alcohol advertising on TV decreased by 80% between 2010 and 2023.
- Under-16s’ exposure to gambling ads on TV has decreased by 40% since 2010.
- Exposure to HFSS product ads on TV has decreased by 66% since 2016.
- The report shows a continuing downward trend in children’s exposure to ads for gambling, alcohol and HFSS products on TV. Additionally, children’s exposure to all TV ads fell by 75% between 2010 and 2023.
Between 2010 and 2023:
- Overall TV ads. Children’s exposure to all TV ads decreased from an average of 226.7 ads per week in 2010 to 58.2 ads per week in 2023. In 2023, children saw about two ads for every nine seen by adults. England had the lowest exposure, at 56.6 ads per week.
- Alcohol ads. Children’s exposure to alcohol ads on TV dropped from an average of 3.2 ads per week in 2010 to 0.7 ads per week in 2023. In 2023, children saw about one alcohol ad for every six seen by adults.
- Gambling ads. Children’s exposure to gambling ads on TV decreased from an average of 3 ads per week in 2010 to 1.8 ads per week in 2023. In 2023, children saw just under one gambling ad for every six seen by adults.
Between 2016 and 2023:
- HFSS product ads. Children’s exposure to HFSS product ads on TV decreased from 12.4 ads per week in 2016 to 4.4 ads per week in 2023. In 2023, children saw about one HFSS ad for every five seen by adults.
While the decline in children’s exposure to age-restricted TV ads is encouraging, changing media habits play a significant role. To address this the ASA are proactively monitoring online ads through initiatives such as exposure reports, avatar technology sweeps and its “100 Children Report”, ensuring comprehensive protection for children.
