New regulations say alcohol ads should not appeal strongly to people under 18.
The authority admits this is an art, not a science. It does have guidelines, though. It thinks young people like "immature, adolescent or childish behaviour or practical jokes". In this case, it decided that the recent WKD ads included "wacky, silly behaviour" that would "appeal strongly to young people's sense of humour".
Are they right? Who knows? But why sit in isolation pondering it? Much better to ask some under-18s whether the ads appealed to them.
How young people get hold of alcohol is bothering a government health adviser. The national clinical director for children, young people and maternity services has discovered that alcohol can be ordered over the phone with takeaway meals or groceries and "delivered by unscrupulous vendors" who do not check the buyer's age.
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