“Confirmation of a decline in children’s exposure to TV adverts for alcohol is great news and highlights the commitment of drinks producers to socially responsible marketing and advertising. It’s also testament to the effectiveness of alcohol regulation in the UK which is managed by the Portman Group, the ASA and Ofcom.

“Strong progress on TV advertising comes at the same time as the industry is looking at what more can be done to ensure social media platforms also minimise the chances of children viewing advertising for alcohol products online. Producers are committed to ensuring their advertising efforts are targeted appropriately and only at those who are old enough to drink.”