advertising regulatory system in 2004. All of the UK
advertising codes are administered by the Advertising
Standards Agency who investigate and adjudicate on
complaints. Currently, there are two broadcasting
codes covering alcohol advertising, which are written by
the Broadcast Committee of Advertising Practice an
industry populated body: theTelevision, and the Radio
Advertising Standards Codes [29,30]. The following
section considers the application of these codes to the
content of alcohol brand websites examined in the
study