Restrictions planned for UK alcohol adverts
Adverts on British TV and radio for low-carbohydrate beer could be censored under new rules, it emerged today.
The products risk falling foul of a proposed change preventing advertisers from implying alcoholic drinks could be a source of nourishment or suitable as part of a diet.
Brands with names implying a dietary or health claim would have to make clear during adverts that they are not suitable for “dietary purposes”.
The restrictions are proposed as part of a new set of rules covering broadcast advertising for alcohol, which apply to commercials aired from October 1 this year.
A consultation on guidelines to help advertisers and broadcasters interpret the new rules was published by the British Broadcast Committee of Advertising Practice (BCAP) today.
In future, alcohol adverts will be prevented from:
:: Implying products can “transform a social occasion”
:: Showing alcohol having a positive role in sexual relationships
:: Containing themes likely to appeal to under 18-year-olds, including personalities with strong youth appeal.
Andrew Brown, chairman of the BCAP, which represents advertisers, agencies and broadcasters, said: “We want to ensure that the advertising industry, pre-clearance bodies and the ASA (Advertising Standards Authority) are absolutely clear on what is acceptable in broadcast alcohol advertising.”
The consultation on the new guidelines runs until April 11, while anyone with a view on the proposed health and dietary claims rule have until June 6.
