Drinks companies are reviewing their promotional activity and may be forced to scrap or amend many of their current commercials as a result of new rules on TV alcohol advertising.
That was the general verdict after Ofcom this week published the final version of the regulations, which ban linking alcohol with sex or youth culture and come amid increased government scrutiny of binge drinking.
The industry has managed to force through only minor amendments and producers say the rules are unclear and open to inconsistencies. They fear the code could be interpreted in a draconian way, forcing advertising to become boring and irrelevant to brand identity.
Commercials that may appeal to under-18s are banned, as well as those suggesting a link with social or sexual success. One concession is more creative leeway on sex appeal and flirtation, but ads have to depict romance in a “grown-up” way.
Chris Searle, executive director of Bacardi-Martini, said a lot would depend on how the rules were interpreted, with further guidance notes still to be published. “We were expecting a significant toughening up and that’s what we have,” he said. “We haven’t got much we asked for, particularly in terms of them
being tough on links with youth culture, which is being done for political reasons.”
Bacardi-Martini still hoped to be able to show “people having fun at a party” as in its Latin Quarter executions, he said.
Ofcom, which has handed responsibility for TV advertising to the Advertising Standards Authority, has removed guidance that banned the use of celebrities or even animals appealing to under-18s.
These details have still to be worked out.
Diageo said it was reviewing its advertising to ensure it met the new code, which applies to all campaigns conceived after January 1, 2005, with a final deadline of September 30.
Karen Salters, marketing director for Beverage Brands which owns WKD, said she hoped that the code would not unfairly target the ready-to-drink market. “It says you can’t show jokes or puerile behaviour, but some people may see our WKD beach ads as harmless and fun.”
Claire Hu
That was the general verdict after Ofcom this week published the final version of the regulations, which ban linking alcohol with sex or youth culture and come amid increased government scrutiny of binge drinking.
The industry has managed to force through only minor amendments and producers say the rules are unclear and open to inconsistencies. They fear the code could be interpreted in a draconian way, forcing advertising to become boring and irrelevant to brand identity.
Commercials that may appeal to under-18s are banned, as well as those suggesting a link with social or sexual success. One concession is more creative leeway on sex appeal and flirtation, but ads have to depict romance in a “grown-up” way.
Chris Searle, executive director of Bacardi-Martini, said a lot would depend on how the rules were interpreted, with further guidance notes still to be published. “We were expecting a significant toughening up and that’s what we have,” he said. “We haven’t got much we asked for, particularly in terms of them
being tough on links with youth culture, which is being done for political reasons.”
Bacardi-Martini still hoped to be able to show “people having fun at a party” as in its Latin Quarter executions, he said.
Ofcom, which has handed responsibility for TV advertising to the Advertising Standards Authority, has removed guidance that banned the use of celebrities or even animals appealing to under-18s.
These details have still to be worked out.
Diageo said it was reviewing its advertising to ensure it met the new code, which applies to all campaigns conceived after January 1, 2005, with a final deadline of September 30.
Karen Salters, marketing director for Beverage Brands which owns WKD, said she hoped that the code would not unfairly target the ready-to-drink market. “It says you can’t show jokes or puerile behaviour, but some people may see our WKD beach ads as harmless and fun.”
Claire Hu
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