In response to the Government’s Alcohol Reduction Harm Strategy, Ofcom amended a number of the TV advertising rules for alcohol advertising.   Following this, Ofcom contracted-out responsibility for broadcast advertising regulation to BCAP.  BCAP publicly consulted on guidance to help interpret and apply the revised alcohol rules.  

Ofcom’s amendments to the rules had changed them in four main areas:

  • Appeal to under-18s
  • Sexual content or links to sexual success
  • Links to daring, aggressive, irresponsible or anti-social behaviour
  • Irresponsible handling or serving of alcoholic drinks
As a result of this consultation, BCAP subsequently published detailed guidance to accompany the amended alcohol rules.  The committee simultaneously consulted on changes on making health and dietary claims in TV and radio alcohol advertisements. BCAP subsequently published new rules and accompanying guidance on making health and dietary claims in TV and radio alcohol advertisements.  This allowed advertisers to make responsible, factual statements about calorie and carbohydrate content in alcohol products.
 

Supporting documents:

  Broadcast advertising guidance notes for TV alcohol ad rules.pdf  
  Health and dietary claims in tv and radio ads.pdf  
  Rules and guidance notes on diet and health in tv and radio alcohol ads.pdf  
  BCAP guidance notes for tv alcohol ad rules considerations to responses  
  Responses to section 2.pdf  
  Responses to section 3.pdf



More on