Advice:am Get the full measure: foolproof advice on the new rules for alcohol advertising

09 December 2005

Continuing the success of our “Advice:am” master class series, on 5 October CAP and BCAP held a morning seminar on the new alcohol advertising rules and guidance at our offices in Holborn.  The CAP and BCAP Executive brought advertisers, agencies and the media up to speed on the changes, which fully entered into force on 1 October 2005 and affect the CAP Code and the BCAP TV Code.  Several rules have been tightened and advertisements should particularly avoid:

• treatments directed to, associated with (CAP) or appealing strongly to (TV) people under 18 years of age, especially by links to "youth culture"
• linking sex with alcohol.  Romance and flirtation between the over 25s is generally acceptable
• implying that alcohol contributes to the success of a social occasion
• linking alcohol with tough, aggressive or irresponsible behaviour
• showing alcohol being handled or served irresponsibly.

You can find the new TV and non-broadcast rules and the TV Guidance Notes in The Codes section of the CAP website.

Advice:am is a series of free, short, morning master classes designed to advise marketing professionals without taking too much time out of their day.

To register your interest in future CAP seminars, please e-mail events@cap.org.uk or call Debra Quantrill or Zoe Kalu on 020 7492 2200.