Britain toughens law on TV liquor ads

Press, 28 September 1988, Page 50

Britain toughens law on TV liquor ads

NZPA London Tough new rules governing the advertising of liquor on television are to be announced in Britain this week. The new code of practice is part of the British Government’s campaign to curb what one Minister has called “the lager culture” among young people. The Independent Broadcasting Authority will unveil a revised code for advertisers specifically intended to ensure that commercials do not promote an image likely to encourage drinking among young people. Television personalities

with a particular appeal to the under-18s will not be allowed to advertise alcohol and “macho” commercials will be discouraged. A section of the new code says: “No advert for alcoholic drinks may feature any personality whose example people under 18 are likely to follow or who has a particular appeal to people under 18.” Authority executives who devised the code say they have not identified any major gaps in the existing guidelines, and believe advertising companies have already

adopted many of the ideas or are willing to do so. But they believe the new guidelines will remove ambiguities and sharpen up the wording, with the aim of ordering advertising firmly away from appeal to the underage drinker and from reinforcing harmful attitudes to drink. The new guidelines are also expected to head off suggestions, that drinks commercials be banned from television in Britain. New guidelines for drinks advertisements in print are also likely to be announced soon by the British Advertising Standards Authority.