Alcohol advertising consultation launched
15 March 2005
The Broadcast Committee of Advertising Practice (BCAP) has today launched a consultation on the advertising of alcohol on television and radio.
The consultation is split into two parts; the first part covers Guidance Notes for the revised TV Alcohol Advertising Rules, which provide guidelines for interpreting the new rules that were published by Ofcom last year and came into effect on 1 January 2005. The second part of the consultation is on a new rule about the use of health and dietary claims in both television and radio advertisements for alcohol.
The TV Alcohol Advertising Rules are applicable to all alcohol advertisements that will be broadcast from 1 October this year. The BCAP Guidance Notes propose that, in future, alcohol ads should not:
• imply that the introduction of alcohol will transform a social occasion
• show alcohol having a positive role in sexual relationships. Alcohol could not be shown being used as an aid to seduction or enhancing a person’s attractiveness
• make a link to sexual motive or include sexual contact. Mild flirtation or romance may be shown but ads should not imply that sexual activity has taken place or is about to take place
• contain themes that are likely to strongly appeal to those under 18 years of age. Those include personalities with strong youth appeal (e.g. pop, TV or sports stars), teenage rebelliousness and music and dance likely to appeal strongly to under 18s. Special care needs to be taken with, for example, cartoons, sports and animals.
The second part of the consultation introduces a new rule, covering health and dietary claims that will apply to both radio and television alcohol advertisements. Under this rule, advertisers should not imply that an alcoholic drink could be a source of nourishment or suitable as part of an exercise, fitness or weight control regime. If an alcohol brand name implies a dietary or health claim, broadcast advertisements for that product would have to make clear that the product is not suitable for dietary purposes.
The consultation on the Guidance Notes will last until Monday 11 April and the consultation on the new Health and Dietary Claims rule will close on Monday 6 June. BCAP will consider all responses before submitting its proposed Guidance Notes and new rule to Ofcom for approval. BCAP hopes to publish the approved Guidance Notes by June 2005 and the new rule by August.
BCAP Chairman Andrew Brown said he hoped the consultations would result in wide-ranging opinions being put forward. “We want to ensure that the advertising industry, pre-clearance bodies and the ASA are absolutely clear on what is acceptable in broadcast alcohol advertising. The consultation offers all those who are interested to ensure that their voice gets heard.”
The full consultation can be found by clicking here.