The ASA has decided to launch its findings to the public on a new test they have been committing from 2018 to now. These findings and figures are detailing reports on the rate of children who are exposed adverts on habitual entertainment. Specifically, towards gambling, alcohol and foods that high in sugar or fat.
These findings will be based around the time frame of 2007 all the way to 2017. In other words, it is exactly a decade of research showcasing this specific test on children. The main giveaway from this report is that there has been a recent decline, starting in 2013, of the amount of TV ads for gambling and alcohol that children get exposed to. These levels have remained at roughly the same rates through the rest of the years in investigation. The most noticeable decline is the high in fat, sugar and salt foods (also known as HFSS) which began heavily on 2016.
To show the numbers, children witnessed around 12.4 ads on HFSS in a weekly regiment in 2016. This number lowered to 8 per week in the beginning of 2018. This can be seen as an almost immediate halt. The highest of these ad viewings was back in 2008 with over 35.5 ads per week. This was based on just food and soft drink advertisements.
The amount of gambling ads that children to see has seen a significant decrease over the years. Only 3.2 ads per week were seen by children in 2018, with the highest amount that children saw being in 2013, up to 4.4. Every year the percentage has decreased to a total of 20.4% since the end of 2018. This can be due to the rules set by many governments over the past few years. For example, gambling-related ads were limited or even banned on many networks whose primary demographic was young children.
Priority to protect children from this type of exposure has proven effective thanks to the coordinated efforts of various organisations within the industry.