Condom ads could be screened before 9pm watershed

Watchdogs call for radical shakeup of advertising rules to stem rise in teenage pregnancies

The historic ban on condoms being advertised on TV before the 9pm watershed should be scrapped as part of the drive to reduce spiralling teenage pregnancy rates in the UK, it will be recommended tomorrow, as part of a radical shakeup of the rules governing advertising.

Pregnancy advisory services should also be permitted to advertise for the first time on the radio, under proposals resulting from the first major review of national advertising codes for nearly 50 years.

The bodies responsible for looking after the advertising codes will ask the public to give their views on a series of proposed new, simplified advertising standards, after an 18-month review. The codes are written by the Committee of Advertising Practice (CAP) and the Broadcast Committee of Advertising Practice (Bcap).

Also proposed is enhanced protection of children, through a new restriction to prevent adverts for age-restricted computer and console games appearing around TV programmes likely to appeal to youngsters.

But advertising via digital media such as companies' own websites is not included, because it is subject to the outcome of a separate review. And, controversially, the proposals do not also cover the advertising of alcohol, gambling and junk food to children – each the subject of major recent changes.

Significantly, for the first time, TV and radio adverts will be subjected to an overarching "social responsibility" rule, with explicit requirements to prevent advertisers from making exaggerated and misleading environmental claims.

Based on the established principles that advertisements should be legal, decent, honest and truthful, they are independently administered by the Advertising Standards Authority, which investigates and adjudicates on complaints.

Government figures published last month showed the number of teenage pregnancies in England and Wales had risen for the first time in five years. Conception rates among girls rose from 40.9 per 1,000 in 2006 for those aged 15-17 to 41.9 per 1,000 in 2007.

The consultation document states its intention: "To relax the pre-9pm ban on condom advertising in response to evidence from the Independent Advisory Group on Sexual Health and in the light of the UK having the highest teenage pregnancy rate in Europe." However, it suggests that such advertising should be kept away from the youngest viewers.

Post-conception pregnancy advice services are to be permitted to advertise for the first time on radio, but with the requirement to make clear if they do not refer women for abortion. That information is important because, for those women who opt for it, delay in performing an abortion could result in medical complications.

The condom manufacturer Durex said in a statement last night: "We have consistently made the case for the urgent need for responsible pre-watershed condom advertising on television. We believe very strongly that it is essential to be able to get the right safer sex messages across to the right people at the right time, while ensuring adverts are kept away from the youngest viewers."

Andrew Brown, chairman of CAP and Bcap, said: "The UK advertising codes are widely recognised for setting a high bar for social responsibility. Our priority is to ensure that the rules remain relevant for the future so that consumers can continue to enjoy and trust the ads they see."

Rebecca Smithers
The Guardian, Thursday 26 March 2009 00.01 GMT