Ofcom Finalises Revamped Alcohol Advertising Code
Ofcom has today tightened the rules governing alcohol advertising on television following a prolonged consultation period with advertisers and industry trade bodies.
The revised code significantly strengthens the regulator’s existing rules on the promotion of alcohol, banning several widely used advertising strategies and seeking to protect the under-18s from adverse advertising-based influences.
The code now requires advertisements for alcoholic drinks on television to be unlikely to appeal strongly to people under the age of 18, a move widely expected from the regulator as it seeks to limit the growing problem of underage drinking.
The code also prevents advertisers linking alcohol with sexual activity, attractiveness or success, and stipulates that commercials must not show, imply, or refer to daring, toughness, aggression or unruly, irresponsible or anti-social behaviour. Ofcom also states that alcoholic drinks must be handled and served responsibly in television advertising.
Ofcom’s requirements may spell the end for several high-profile advertising campaigns. Commenting on the proposals the Incorporated Society of British Advertisers stated that the new code is likely to prove extremely tough, but is ultimately workable.
Amongst the plans now dropped from the finalised guidelines is the prevention of advertisers employing celebrities in alcohol advertising. The proposal could have put an end to a number of much-loved campaigns, including the now iconic John Smith’s ads featuring commedian Peter Kay (see John Smiths Courts Column Inches With Olympic Spoof).
The finalised proposals are announced by Ofcom as it hands over responsibility for broadcast advertising regulation to the Advertising Standards Authority. The revised rules will be supported by the ASA’s Broadcast Committee of Advertising Practice which will draft interpretative guidance on the new regulations to assist advertisers going forward.
Ofcom: 020 7981 3040 www.ofcom.org.uk
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