The Week: Govt rejects proposed 9pm watershed for alcohol ads

The Government has ruled out introducing a 9pm watershed for alcohol ads on television following calls from Alcohol Concern and MPs.

This week, the pressure group warned children were being exposed to ads during programmes such as The Simpsons and The X-Factor. It said the current rule that ads could not be shown during programmes where children make up 20 per cent of viewers left parents unable to predict when they might appear.

The Department of Health said an independent review would consider the relationship between alcohol price, promotion, including all forms of advertising, and harm. Crucially, it added: "The review will not be considering the effectiveness and enforcement of the Advertising Standards Authority's code, which is being reviewed by the ASA separately."

But the Broadcast Committee of Advertising Practice said it was not considering a change to its alcohol codes.