Alcohol Advertising - Advertising Around The World

Advertising Around The World

The European Union and World Health Organization (WHO) have both specified that the advertising and promotion of alcohol needs to be controlled. In September 2005, the WHO Euro Region adopted a Framework for Alcohol Policy for the Region. This has 5 ethical principles which includes "All children and adolescents have the right to grow up in an environment protected from the negative consequences of alcohol consumption and, to the extent possible, from the promotion of alcoholic beverages" . Cross-border television advertising within the EU is regulated by the 1989 Television without Frontiers Directive. Article 15 of this Directive sets out the restrictions on alcohol advertising:

• "it may not be aimed specifically at minors or, in particular, depict minors consuming these beverages;
• it shall not link the consumption of alcohol to enhanced physical performance or to driving;
• it shall not create the impression that the consumption of alcohol contributes towards social or sexual success;
• it shall not claim that alcohol has therapeutic qualities or that it is a stimulant, a sedative or a means of resolving personal conflicts;
• it shall not encourage immoderate consumption of alcohol or present abstinence or moderation in a negative light;
• it shall not place emphasis on high alcoholic content as being a positive quality of the beverages."

This article on alcohol advertising restrictions is implemented in each EU country largely through the self-regulatory bodies dealing with advertising.

The EU law 'TV without Frontiers' Directive is currently being revised to broaden the scope to new media formats such as digital television. Now called the 'Audiovisual Directive', the European Parliament is voting on the new text of the legislation in December 2006.

A number of non-governmental organizations working on alcohol policy have raised questions about whether the restrictions on alcohol advertising in Article 15 are effective and being properly implemented. For the Audiovisual Directive, they are calling on Members of the European Parliament (MEPs) to vote for a ban on alcohol adverts on televisions before 9.00 p.m.

Some countries, such as Ukraine, Kenya, France, India and Norway, have banned all alcohol advertising on television and billboard.