The Broadcast Committee of Advertising Practice, the body responsible for writing the codes implemented by the Advertising Standards Authority, has published guidance notes to help advertisers interpret the TV alcohol advertising rules issued by Ofcom last year. These were drawn up in response to concerns about underage and binge drinking.
The guidelines have been backed by alcohol industry watchdog the Portman Group, which said they would 'help drinks advertisers ensure they stay within the new government rules'.
There are concerns that the guidelines will make it difficult for brands such as John Smith's, Bacardi Breezer and WKD to continue their current campaigns.
The guidelines say that alcohol advertising should not have themes that are 'likely to appeal strongly to those under 18', specifically referring to music and sports stars. Ads should also avoid teen fashion, music or dance, as well as themes associated with youth culture, such as disregard for authority or social norms, and adolescent behaviour or practical jokes.
Jim Minton, director of campaigns and communications at the Portman Group, said that it was up to member firms and the wider industry to comply with the rules.
Lawyers have warned that there is still widespread confusion about what is allowed, leaving marketers facing a period of uncertainty.
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