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<p>The UK advertising industry has some of the strictest alcohol regulations in the
world. The Advertising Standards Authority uses its codes of practice for advertising
to stipulate that alcohol must not be directed at people under 18 or contain anything
likely to appeal to them by reflecting youth culture.</p><p>Anybody cast for an advertisement
for alcohol must be, and look, 25 years of age or over. Consumption of alcohol must
not be linked to increased popularity, sexual success, confidence, sporting achievements
or mental performance. Anything which portrays drinking alcohol as a competitive challenge
or as having therapeutic qualities is banned, as is anything that promotes binge drinking
or suggests that alcohol can solve one’s problems.</p><p>If new evidence emerges that
clearly highlights major problems with the existing Codes, then the Advertising Standards
Authority has a duty to revisit the Codes and take appropriate action.</p>
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