The U.K. Advertising standards Authority (ASA) has upheld a complaint claiming that alcohol ads were shown during YouTube videos intended for children. According to the  agency, a series of children’s nursery rhyme videos featured advertisements for liquors sold by Wm  Morrison supermarkets PLC (Morrisons) even though both the company and YouTube took action “to prevent alcohol content from being served during content that was family-friendly.”

Despite these precautions and YouTube’s warning that users should not access accounts “that  declared they were over 18 years of age if they were watching YouTube with a minor,” ASA ruled  that the ads in question violated CAP Code rules governing social responsibility, children and  alcohol. “The  ASA noted that both Morrisons and YouTube had processes in place that were intended  to ensure that ads for alcohol were not directed at those under 18 years of age,” it explained.  “However, we considered that the YouTube video in question was very unlikely to be viewed by an adult unless they were watching with a young  child. We concluded that although Morrisons had taken all reasonable steps to ensure that the ad  was targeted responsibly, it had not been targeted responsibly and therefore the ad breached the  Code.”