Do marketing and alcohol treatment/ public health experts think televised alcohol advertisements abide by regulatory guidelines?

Televised alcohol advertisements in the UK must abide by the BCAP Code, which provides guidelines concerning advertisements not implying, condoning or encouraging immoderate, irresponsible or anti-social drinking. Previously, 75% of 373 general public respondents shown one of seven advertisements rated a breach of at least one guideline. The present study assessed whether experts in marketing (n=25) and alcohol treatment/ public health (n=25) perceived the same seven television alcohol advertisements as complying with the BCAP Code. Overall, 83% of advertisements were rated as breaching at least one guideline. This provides further proof that self-regulatory alcohol guidelines are not fit for purpose.