In response to the Government’s Alcohol Reduction Harm Strategy, Ofcom amended a number of the TV advertising rules for alcohol advertising. Following this, Ofcom contracted-out responsibility for broadcast advertising regulation to BCAP. BCAP publicly consulted on guidance to help interpret and apply the revised alcohol rules.
Ofcom’s amendments to the rules had changed them in four main areas:
- Appeal to under-18s
- Sexual content or links to sexual success
- Links to daring, aggressive, irresponsible or anti-social behaviour
- Irresponsible handling or serving of alcoholic drinks
Supporting documents:
Broadcast advertising guidance notes for TV alcohol ad rules.pdfHealth and dietary claims in tv and radio ads.pdf
Rules and guidance notes on diet and health in tv and radio alcohol ads.pdf
BCAP guidance notes for tv alcohol ad rules considerations to responses
Responses to section 2.pdf
Responses to section 3.pdf