Tippling is good for you?
10 March 2005
It’s not uncommon now for some alcoholic drinks to be sold as “low calorie”, “low carbohydrate” or “diet”.
Arguably, that helps consumers make healthier choices. But even reduced-calorie alcoholic drinks still have a lot of calories compared with other types of “diet” product. And they have few nutrients. Then again, there is debate about whether reducing carbohydrate intake has a bearing on weight control. And there are no agreed, or legal, definitions of “low” or “lower” carbohydrate. So is it right to imply that alcohol products have a positive role in weight control or to promote them on a health or slimming platform? Might that mislead less knowledgeable consumers?
When it consulted last year on draft new rules for TV alcohol advertising, Ofcom proposed to stop TV commercials from making any claims about the dietary properties of alcoholic drinks.
The drinks industry respondents argued that the subject was complex and asked for more time to suggest an alternative approach. Ofcom agreed and BCAP is now discussing possible policies with industry and consumer organisations. The Portman Group (an alcohol industry-funded self-regulatory trade body that promotes responsible alcoholic drinks marketing) has suggested that TV advertising should be able to make factual statements of calorie or carbohydrate content but should not make claims related to exercise, fitness or weight-control regimes. BCAP is considering the suggestion and other arguments and information and will soon put a draft code rule out to consultation. The final stage will be to ask Ofcom to approve a new rule.
The new policy, whatever it turns out to be, could also apply to radio advertising. Also, CAP, which “owns” the non-broadcast advertising Code, will want to consider whether changes are needed for press, poster, cinema commercials and other non-broadcast media.
Click here to read the ASA's ruling on the poster.
Click here to read the ASA's ruling on the TV commercial.