Liquor Ads Supported

Press, Volume CVIII, Issue 31754, 10 August 1968, Page 14

Liquor Ads Supported

The New Zealand Broadcasting Corporation’s Southern Regional Advisory Committee yesterday decided to support the advertising of liquor on radio and television, provided the conditions now imposed by the N.Z.B.C. are strictly observed.

The committee's chairman (Mr W. R. Lascelles) said after the meeting that in making its decision the com-

mittee realised that the corporation was now reviewing the conditions of liquor advertising. Under the conditions already prescribed, the corporation will not accept advertising which:

(a) Promotes the general consumption of any type or types of alcoholic liquor. Advertisements are restricted to the brand preference approach.

(b) Suggests that alcoholic beverages have medicinal properties or are beneficial to health.

(c) Suggests that the consumption of alcohol has any essential part of social relationships. (d) Includes participants who appear or sound to be under the age of 21.

No advertising will be transmitted between 3.30 p.m. and 8 p.m. or in the transmitting of any programme specifically directed to children or adolescents, and liquors may not be advertised in time check or slogan commercials.

i Asked whether he thought I the conditions laid down by | the N.Z.B.C. made advertising I a waste of money, Mr Lascelles said that they restricted I manufacturers of liquor to advertising new kinds of products. For example, a winemaking firm would be able to say it had for sale a red wine whereas previously it produced only a white one. “This would be the kind of information discerning drinkers would like to know,” he said.

The N.Z.B.C. has not yet made a final decision about liquor advertising on radio or television.