Time, please!
08 September 2005
All TV and non-broadcast alcohol advertisements must comply with the new rules from 1 October 2005.
Ofcom published new TV Alcohol Advertising Rules last year in response to public concerns about under-age and irresponsible drinking. They came into force on 1 January 2005 but advertisers who had already committed themselves to campaigns that would not have complied with the stricter new rules were given a nine month grace period, due to end shortly on 30 September 2005.
Things to especially avoid in any TV advertisement broadcast after 1 October 2005 are:
• any treatment that might appeal strongly to people under 18 years of age, especially by links to "youth culture"
• linking sex with alcohol. Romance and flirtation between the over 25s is acceptable unless the ad is likely to appeal to youngsters or suggests alcohol has smoothed the path of passion
• any implication that drinking alcohol is essential to the success of a social occasion
• linking alcohol with daring, aggressive or irresponsible behaviour
• showing alcohol being handled or served irresponsibly
The Broadcast Committee of Advertising Practice (BCAP) has developed and published detailed interpretive Guidance Notes for the new TV rules. BCAP wanted to provide clarity to advertisers, broadcasters, the Broadcast Advertising Clearance Centre (BACC) and the ASA on how to interpret and apply the TV Alcohol Advertising Rules.
Also, to bring the non-broadcast Code more into line with the TV rules for alcohol advertising, the Committee on Advertising Practice (CAP) published new rules on alcohol advertising on 9 June. All print and other non-broadcast advertisements will, after 1 October 2005, have to comply with the new requirements.
In any print or non-broadcast advertisement after 1 October, avoid:
• showing people drinking and behaving in an adolescent or juvenile way or reflecting the culture of people under 18
• linking alcohol with seduction, sex or social success
• linking alcohol with irresponsible, anti-social, tough or daring 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.
For advice on acceptable treatments or advertising pre-clearance, consult the CAP Copy Advice team on 020 7494 2100 for non-broadcast advertisements or the BACC for TV advertisements. The CAP website contains other online advice and a link to the BACC website at CAP AdviceOnline.