The Committee of Advertising Practice has launched the new rules on non-broadcast advertising of alcohol, with the requirement that all alcohol ads appearing after October 1 will have to be compliant.
The regulations, which govern all ads that do not appear on television, have been tightened in an attempt to make it more difficult for alcohol brands to appeal to under-18s.
The new rules and regulations also tighten up how alcohol advertisers make links between sexual activity or sexual success.
The requirement that ads show alcohol being served responsibly would mean an end to campaigns such as the Carling ad, where a woman pours lager around her flat so that a man will lick it up, and the old Bacardi ads showing rum being poured liberally around a crowded nightclub.
Andrew Brown, chairman of CAP, said: "These new rules demonstrate the benefits of the new system of regulation.
"The one-stop shop allows complementary consideration of changes to the rules for non-broadcast, radio and television advertisements, providing advertisers with a clearer indication of what is acceptable in their advertising."
At the same time as publishing the new rules today, the Broadcast Committee of Advertising Practice has published guidance notes to help advertisers interpret the television alcohol rules that were published last year.
These rules were toughened up in four main areas: implying that drinking alcohol is essential to the success of a social occasion; the extent to which sex may be linked with alcohol; the extent to which alcohol advertising may appeal to people under 18 years of age, particularly by preventing links to "youth culture"; and the requirement that alcohol be handled and served responsibly.
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