New rules on health, diet and nutritional claims in radio and TV alcohol ads
03 April 2006
Today, BCAP has launched two new rules and guidance on alcohol advertisements.
Firstly: a new rule and guidance for health and dietary claims in TV and radio alcohol advertisements. The rule tackles concerns that health, fitness and weight control claims are likely to mislead consumers when used in advertisements for alcoholic drinks.
The Broadcast Committee of Advertising Practice (BCAP) ran a public consultation on the rule and guidance in 2005. BCAP concluded that alcohol advertisements may contain factual statements about product contents, including comparisons, because they enable consumers to make more informed choices. A caveat is that information about carbohydrate content, which is typically low in alcoholic drinks, must be accompanied by information about calorie content. But alcohol advertisements must not make health, fitness or weight control claims. The supporting guidance notes help practitioners to interpret and apply the rule.
CAP will now consider whether this policy should apply to non-broadcast advertisements. It is mindful of the need to consider media differences, ensure consistency in the one-stop-shop and avoid media shift in advertising spend resulting from changes to the advertising codes.
Secondly, BCAP has redrafted rule 11.8.1.e of the BCAP TV Advertising Standards Code, which applies to all advertisements that feature or refer to alcoholic drinks, to maintain consistency with the BCAP Radio Advertising Standards Code.
The two new TV and radio rules and guidance notes were published on 3 April 2006. Campaigns that would not comply with the new rules have a period of grace until 3 July 2006. All TV and radio alcohol ads broadcast on or after 3 July 2006 will have to comply with the new rules.
To read and download the new rules and guidance, click here.