Why are alcohol advertisers being so difficult?

I mean I have to agree with the Alcohol Concern CEO, when he says 'it is simply unacceptable' to display or broadcast advertisements that children may watch, especially during morning or day time.

I agree because last Sunday i saw just that, an advert in the mid morning for an alochol brand, it was around 11am, i thought, hang on a minute that is a bit early for that kind of thing. I also happened to feel that Hollyoaks and Ugly Betty are far too 'adult' for young children to be watching, especially as Channel 4 decided to broadcast them midday/ early afternoon. To me, i think sometimes broadcasters try to be too 'clever'.

They try to upset the norm and generally refuse to accept that they have a responsibility in society. I don't accept the 'freedom of speech' arguement especially when broadcasting during the morning or early afternoon. Broadcasters and advertisers know full well that their programmes and advertisements reach a young audience, that is why they broadcast them.

Whilst none will officially admit it, having worked in that industry for a long time, i can assure parents out there that, you have to look after your children. Watching television is no different. There is a need to make sure that kids watch 'suitable' programmes for their age group.

The fact is, as a parent, you are responsible, as a father even more so. Men have a duty to their family and kids, to be honest, blaming the advertisers is one thing, but parents have to try to do more.

It isn't easy with the explosion of the internet, the ever increasing explicit nature of Television, sometimes I wonder where all the decency went? How difficult it is to just broadcast some normal television for a change..

I guess unfortunately a producer or writer somewhere is always looking to make a name for themselves. Perhaps if parents stood together and said no more, our kids might have a better chance?