Drinks companies could find much of their current promotional activity banned under new draft rules on television advertising for alcohol.
Ofcom is proposing to strengthen rules on commercials which could have youth appeal or link alcohol with sexual attractiveness, social success and antisocial behaviour.
Sarah Thane, Ofcom advisor on content and standards, warned there would be casualties among some brands’ advertising. “We don’t wish to make every alcohol ad boring”, she said. “But there’s no doubt it’s a tightening of the rules,
brought about by the problem of binge drinking.” The rules take a strong stance on associating alcohol with flirting, social success and harmful practical jokes, although they allow children to be shown for the first time in a family context. RTD ads are singled out as attractive to children.
New rules could also threaten promotions like the current Bacardi Breezer ‘Boss’ ad showing two colleagues reminiscing about a wild party as well as past executions from WKD and Carling.
Karen Salters, marketing director at WKD supplier Beverage Brands, said: “The biggest fear is we are going to get penalised for being successful. It needs to be a level playing field because a lot of activity in pubs and on radio is a lot worse.”
Carling owner Coors Brewers said it was keen to comply but would seek clarification on some of the rules which were “unclear.”
A spokeswoman for Bacardi-Martini added: “The proposals are significantly tougher than we had been expecting.”
The consultation ends on September 24, with the rules in force by November.
Ofcom is proposing to strengthen rules on commercials which could have youth appeal or link alcohol with sexual attractiveness, social success and antisocial behaviour.
Sarah Thane, Ofcom advisor on content and standards, warned there would be casualties among some brands’ advertising. “We don’t wish to make every alcohol ad boring”, she said. “But there’s no doubt it’s a tightening of the rules,
brought about by the problem of binge drinking.” The rules take a strong stance on associating alcohol with flirting, social success and harmful practical jokes, although they allow children to be shown for the first time in a family context. RTD ads are singled out as attractive to children.
New rules could also threaten promotions like the current Bacardi Breezer ‘Boss’ ad showing two colleagues reminiscing about a wild party as well as past executions from WKD and Carling.
Karen Salters, marketing director at WKD supplier Beverage Brands, said: “The biggest fear is we are going to get penalised for being successful. It needs to be a level playing field because a lot of activity in pubs and on radio is a lot worse.”
Carling owner Coors Brewers said it was keen to comply but would seek clarification on some of the rules which were “unclear.”
A spokeswoman for Bacardi-Martini added: “The proposals are significantly tougher than we had been expecting.”
The consultation ends on September 24, with the rules in force by November.
No comments yet