A surreal image representing the influence of alcohol imagery on young viewers through television.

Is UK Television Promoting Underage Drinking? What You Need To Know

Jordan Keane in Health & Wellness August 2025 • 4 min read.

"New research reveals the alarming prevalence of alcohol imagery in UK television, raising concerns about its influence on young people."

The UK faces a significant public health challenge with alcohol consumption. Alarmingly, the rate of pure alcohol consumption among individuals over 15 is among the highest in Europe. This contributes to thousands of deaths annually and places a massive burden on the National Health Service (NHS).

Early alcohol initiation is a major risk factor for future dependence. Identifying and addressing avoidable influences on young people's drinking habits is crucial. Evidence strongly suggests that media exposure, particularly to alcohol advertising and imagery, plays a significant role in shaping these behaviors.

Given that a vast majority of British households have televisions and viewing times remain high, the potential impact of television content on alcohol consumption, particularly among young people, cannot be ignored. While broadcasting regulations aim to protect underage viewers, a new study sheds light on the continued presence of alcohol-related content during prime viewing hours.

Alcohol's Ubiquitous Presence on UK Television

A surreal image representing the influence of alcohol imagery on young viewers through television.

A comprehensive content analysis of five major UK free-to-air channels during peak viewing hours (6-10 pm) reveals the pervasiveness of alcohol-related content. The study, conducted in 2015, examined programs and advertisement breaks, coding each minute for the presence of alcohol imagery across several categories:

The study categorized alcohol references into different groups:

Actual Use: Characters consuming alcohol on screen.
Implied Use: Suggestion of alcohol use without direct consumption.
Other Alcohol Reference: Presence of alcohol-related items like bottles or glasses.
Brand Appearance: Clear and recognizable alcohol brand logos.

Here's what the study found:

Time for Change?

This research confirms that audio-visual alcohol content is common on UK television during peak viewing hours, including branding. This represents a steady source of exposure for young people and a potential driver of alcohol consumption. In light of these findings, it's crucial to consider whether current regulations adequately protect young viewers.

The current watershed policy, intended to shield children from inappropriate content, may not be sufficient given that much alcohol-related imagery is shown before 9 pm. Furthermore, the lack of restrictions on commercial alcohol advertising during these hours raises concerns about its potential influence on young viewers.

The findings calls for a reassessment of existing regulations surrounding alcohol advertising and depictions on UK television. Stricter scheduling rules, such as limiting alcohol content to post-watershed hours, could mitigate the impact on young people and foster a healthier relationship with alcohol.

About this Article -

This article was crafted using a human-AI hybrid and collaborative approach. AI assisted our team with initial drafting, research insights, identifying key questions, and image generation. Our human editors guided topic selection, defined the angle, structured the content, ensured factual accuracy and relevance, refined the tone, and conducted thorough editing to deliver helpful, high-quality information.See our About page for more information.

This article is based on research published under:

DOI-LINK: 10.1093/pubmed/fdy142, Alternate LINK

Title: A Content Analysis Of Alcohol Content In Uk Television

Subject: Public Health, Environmental and Occupational Health

Journal: Journal of Public Health

Publisher: Oxford University Press (OUP)

Authors: Alexander B Barker, Kathy Whittamore, John Britton, Rachael L Murray, Jo Cranwell

Published: 2018-10-14

Everything You Need To Know

What did the study reveal about the prevalence of alcohol-related content on UK television?

The study found that alcohol-related content, including actual use, implied use, other alcohol references, and brand appearance, is commonly shown on UK television during peak viewing hours. This means young people are regularly exposed to these images and references, which can influence their attitudes and behaviors towards alcohol.

How did the study categorize the different types of alcohol references found on TV?

The study categorized alcohol references into four main groups. "Actual Use" refers to characters directly consuming alcohol on screen. "Implied Use" involves suggestions of alcohol consumption without showing it directly. "Other Alcohol Reference" includes the presence of alcohol-related items like bottles or glasses. "Brand Appearance" refers to clear and recognizable appearances of alcohol brand logos.

Why is the exposure of young people to alcohol imagery on television a concern?

This exposure is concerning because early alcohol initiation is a major risk factor for future alcohol dependence. Because a vast majority of British households have televisions, the ongoing exposure of young people to alcohol imagery on television can normalize and even promote alcohol consumption, potentially leading to earlier and more frequent drinking among this vulnerable population.

During what hours were UK television channels analyzed for alcohol-related content?

The study analyzed content on five major UK free-to-air channels during peak viewing hours, which are defined as between 6 pm and 10 pm. By focusing on these hours, the researchers aimed to capture the times when the largest number of viewers, including young people, are likely to be watching television.

Does the study suggest that current regulations are sufficient to protect young viewers from alcohol content on TV?

While broadcasting regulations exist to protect underage viewers, the study suggests that current measures may not be sufficient to curb the presence of alcohol-related content during prime viewing hours. The findings underscore the importance of continually evaluating and adjusting these regulations to ensure they adequately protect young viewers from potentially harmful influences. Further research could explore the effectiveness of different regulatory approaches and their impact on young people's attitudes and behaviors related to alcohol.