ASA Reports Children Viewing Fewer Ads
A newly published report from the Advertising Standards Agency has revealed that the number of gambling and alcohol TV ads that children are exposed to has fallen significantly over the last ten years. The results have been welcomed by most, although it has been pointed out that changing media habits are partially responsible.
Changing viewing habits show that children watch less TV now than ten years ago. ©Lisa Fotios/Pexels
Promising Results
According to new figures released by the ASA, children’s exposure to all TV ads over the last decade has decreased by nearly two thirds. The report shows that children are now exposed to far fewer adverts for gambling and alcohol than they were in 2010.
The standards body has stated that since 2010, under-16s exposure to TV ads for alcohol fell by three quarters. Meanwhile, under-age exposure to gambling ads has fallen more modestly, by just over a quarter. Speaking on behalf of the standards body, Chief Executive Guy Parker said:
“Our latest report confirms the ongoing decline in children’s exposure to ads for age-restricted products, which is what our rules are designed to achieve. But of course that’s not the full story. Children’s media consumption habits are changing significantly, which is why we’re also focused on protecting them online.”
Parker added that the report will be accompanied by further findings on children’s exposure to ads on the internet and on social media later this year. The ASA is keen to emphasize that it takes a zero-tolerance approach to age-restricted adverts being presented to children.
It regularly monitors adverts in the UK, especially those promoting age-restricted products, as part of its commitment to protecting children and vulnerable audiences from harm. It also works to identify trends and ensure that its restrictions are proving effective. The report comes as a positive result for the ASA, showing that its efforts are supporting a downward trend.
National Figures
Overall, the last decade has seen children’s exposure to all TV ads fall by close to two thirds, from 226.7 ads per week in 2010 to 82.8 ads per week in 2021. The researchers also found that children now see fewer TV ads that adults, roughly one for every four seen by adults.
When researchers analyzed children’s exposure to alcohol advertising on TV over the same timeframe, they saw a decline of three quarters, from an average of 3.2 ads per week down to 0.8. They noted that this rate of decline has been faster than that of exposure to all TV ads.
Underage exposure to TV gambling ads saw the least dramatic fall of just over a quarter, although the data does indicate a steady trend. In 2010, children saw on average 3.0 ads per week, versus 2.2 last year. Relative to adults, exposure to gambling ads has fallen each year, from 36.0% in 2010 to 15.4% in 2021.
The report, titled “Children’s exposure to age-restricted TV ads – 2021”, marks the first time that such statistics have been broken down by nation. Figures for England, Scotland, Northern Ireland and Wales allow for a more complete picture of children’s experiences in the UK.
In England, children were exposed to the fewest alcohol ads on TV every week. Children in Scotland saw the most TV ads overall, while children in Northern Ireland were exposed to the fewest. Under-16s in Northern Ireland watched the least television, and were exposed to the fewest alcohol and gambling ads. In Wales, children watched the most television in 2021 and saw the most TV gambling ads.
Upcoming Research
The continuing decline in the number of children exposed to age-restricted TV ads is an encouraging sign for the ASA. However, announcing the figures, it did counter that changing media habits have had a significant impact on that trend. To gain the fullest picture of what is going on in the UK, the ASA has been carrying out specific project work.
It has been using cutting-edge avatar technology, designed to simulate children’s online profiles, in order to find out which ads children are exposed to on the internet. It has also been conducting CCTV-style monitoring sweeps every quarter, to discover age-restricted ads that have broken its rules.
The ASA also revealed that it has commissioned new research with its upcoming study, titled “The 100 Children Report”. It is collaborating with a panel of 100 children between the ages of 11 and 17, from across the UK. The project will help it to be able to identify and tackle age-restricted ads that are shown on children’s websites and social media accounts.
The ASA’s latest report has largely been welcomed, with charity GambleAware describing the results as “encouraging”. However, it also noted that children are still exposed to more marketing materials for gambling than for alcohol. GambleAware CEO Zoe Osmund said much more still needs to be done.
She also pointed out that children’s exposure to gambling ads has not fallen at the same rate as children’s overall TV viewing and TV advert exposure. This means that gambling ads are actually becoming more prominent amongst the ads that children see on the television.
