See what Sam sees

Our children are being bombarded by alcohol advertising which is encouraging them to drink alcohol at an early age – and in greater quantities. Early consumption is linked with a host of problems including brain damage, truancy, experimenting with drugs and unsafe sex.

Running throughout November, our new campaign highlights the damage that alcohol advertising is doing to our children. Our children are swimming through 40% proof advertising. Find out for yourself by seeing what Sam sees.

The ad we couldn't show
Our advert is being shown online, rather than on TV, because the advertising watchdog ruled that it contravenes regulations which prevent organisations lobbying Government.

While we do not object to the judgement in principle, we do question whether it is correct that an advert which seeks to protect and improve public health is banned while the alcohol industry bypasses the regulations on a regular basis.

For instance, the rules say that alcohol adverts should not appeal strongly to people under 18 or link drinking to social acceptance or success. Is it not the case that alcohol adverts such as those for Carling, Carlsberg, WKD and Bacardi amongst others, regularly portray alcohol as a key ingredient to being popular, attractive and successful?

Sign our petition
As our campaign advert says – Sam’s just a normal kid.

It’s very likely that he’s similar to your normal kids, doing the things that normal kids do, such as watching TV, following sport, using Facebook, Twitter and the internet and reading magazines.

We don’t think that it’s normal for children to be bombarded by alcohol adverts while going about the business of being children.

It is clear that the UK’s advertising regulations are failing to protect our children from alcohol advertising. In the North East, we have the highest rate of 11-15-year-old drinkers and the highest rate of under-18 alcohol-specific hospital admissions.

Throughout November we are calling on you to help us stop alcohol advertising from reaching our children by backing our campaign and signing our petition.
 

Further reading