ISBA Urges Ofcom To Rethink Drinks Marketing Crackdown
The Incorporated Society of British Advertisers is urging media regulator Ofcom to rethink controversial plans to amend the alcohol advertising codes, claiming the current proposals are “highly prescriptive” and unclear”.
In its submission to Ofcom’s public consultation on new codes for broadcast television advertising, ISBA claims that the new regulatory framework could seriously restrict the freedom of drinks companies to market themselves effectively.
The industry body argues that the highly prescriptive approach being taken by Ofcom may prove unworkable and could result in nearly all current alcoholic drinks campaigns being taken off air. It also claims that the potential for effective advertising in the sector will be so limited that investment will be diverted into other media.
Ian Twinn, ISBA’s director of public affairs, said: “This Code would create uncertainty for broadcasters, advertisers, agencies and other stakeholders. Without doubt, the confusion generated would discourage alcohol manufacturers from investing in television advertising, so denying broadcasters valuable funding as they switched to alternative media. For these reasons we are urging Ofcom to reconsider its approach.”
ISBA, which has been working closely with Ofcom on its proposed changes, is suggesting that there should be greater scope for applying common sense on a case by case basis to ensure adherence not just to the letter, but also to the spirit of the revised codes.
Ofcom is due to unveil its report on the revised alcohol advertising codes later this year. It is expected to crack down on campaigns that glamorise or trivialise excessive drinking, appeal to the youth market, associate themselves with sexual activity or encourage anti-social behaviour (see Ofcom Calls Time On Loosely Regulated Alcohol Adverts).
ISBA: 020 7499 7502 www.isba.org.uk
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