Our task, as a Monitoring Body, is to oversee the implementation of and adherence to Voluntary Codes of Practice to limit the exposure of young people under the age of 18 years to alcohol advertising.

As this Fourth Annual Report shows, there was overall compliance in 2009 by television, radio, cinema, outdoor advertisers and newspapers and magazines with the obligations set down in the Codes.

In that context, I would like to thank the television stations, the radio stations, the cinema contractors, the Outdoor Media Association and the print media for their cooperation with the monitoring process and their prompt response to our requests for information.

There were, however, a number of breaches of the Codes during the year. Where breaches were identified, the Monitoring Body requested that immediate remedial action be taken to rectify the position. We also asked that procedures be put in place to prevent further breaches occurring.

Arising from questions about the interpretation of certain obligations under the Codes, we drew the attention of media players, in a number of cases, to the need to adhere to the ‘spirit of the Codes’. The aim of the Codes is to limit the exposure of young people to alcohol advertising. This overall obligation should take precedence when doubts arise about the meaning of certain sections of the Codes.

The Codes run for a two-year period up to the end of June 2010. The Monitoring Group is aware that there will be an overall review of the Codes by the parties at that stage. In light of that, we have highlighted in this Report a number of areas where we believe the Codes could be strengthened and/or clarified.