The ASA says exposure to TV ads for gambling and alcohol under the age of 16 is plummeting.

According to a study by the Advertising Standards Authority, exposure to alcohol and gambling ads by children has plummeted over the past 11 years, to just over three-quarters and just over a quarter, respectively.

ASA’s TV Ad Impression Report According to 2021, for alcohol ads, children’s exposure to gambling ads fell from an average of 3.2 per week in 2010 to 0.8, while exposure to gambling ads fell from an average of 3.0 to 2.2 in 2021. Compared with adults, exposure to gambling ads among children has decreased from 36% in 2010 to 15.4% in 2021.

Meanwhile, according to the report, children were exposed to an average of 226.7 TV ads per week in 2010, down to 82.8 by 2021.

ASA’s report was created using data gathered from advertising monitoring, specifically data for age-restricted products. This will help identify trends and ensure that strict scheduling restrictions are working properly (in this case, limiting exposure of children). said the watcher.

4 countries

for the first time since compilation TV Ad Impression ReportThe ASA has broken down its findings by UK country.


  • Children in the UK are watching fewer TV commercials than in the past decade or so. Weekly average exposure fell from 227.5 in 2013 to a historical high of 81.6 in 2021.
  • British children were exposed to the least amount of alcohol advertisements on TV compared to the other four countries. It decreased from 3.1 in 2010 to 0.8 in 2021.
  • Gambling ads under the age of 16 fell from 2.9 in 2010 to an average of 2.1 in 2021.

The Granite City

  • In Scotland, youth under 16 watched the most TV commercials across all four countries, but viewership fell from an average of 225.1 per week in 2013 to 92.8 in 2021.
  • Scottish children also saw fewer alcohol ads, with alcohol ads falling from 3.4 in 2010 to 0.9 in 2021.
  • For gambling, the weekly average fell from 3.5 to 2.8.

Northern Ireland

  • Children in Northern Ireland experienced the largest decline in all TV ad exposure, with an average weekly rating of 281.6 in 2013, down to 59, the lowest in the UK.
  • Northern Ireland’s youth under 16 also saw the most dramatic decline in alcohol ad exposure, from 5.2 in 2010 to a single ad in 2021.
  • Gambling ad exposure experienced the sharpest decline in the UK from 3.5 in 2010 to 1.4 in 2021.


  • Welsh children watch the most TV commercials in four countries, from an average of 19.9 ads per week in 2010 to 5.9 in 2021.
  • Alcohol ad impressions under the age of 16 fell from 3.7 per week in 2010 to 1 per week in 2021.
  • However, Welsh minors were exposed to the highest number of gambling ads in the UK with 3.2 ads per week in 2021 (down from 3.9 in 2010).

Guy Parker, ASA’s Chief Executive Officer, said: “Our latest report confirms that children’s exposure to advertising for age-restricted products that our rules are designed to achieve continues to decline. But of course that’s the complete story. no.

“As children’s media consumption habits are changing significantly, we are focusing on protecting children online as well. Later this year we will publish our findings in advertisements that children are seeing on the Internet and on social media. It’s a tolerant approach to age-restricted advertising served.”

‘100 Children Report’

The ASA said it was “encouraging” to “reduce children’s exposure to TV commercials,” but acknowledged that “a lot depends on changes in media habits.” So watchdogs are working to “get a complete picture of children’s advertising exposure”.

The ASA is running “Quarterly CCTV-style monitoring searches to find where age-restricted advertising breaks our rules,” using technology that simulates children’s online profiles.

We also commissioned new studies for future development. 100 children report. Working with a panel of 100 children between the ages of 11 and 17, we will be able to “identify and act against age-restricted advertisements that appear inappropriately on children’s websites and social media accounts”.

“Based on research conducted in 2013, this work will help provide important insights into the real-world experiences children have of being exposed and interacting with online advertising.”

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