Lizzury Rodriguez
November 8th, 2008
RCS-362-01
Blog # 9
883875655

FREE TOPIC

As we saw in class, ethics in advertising is a really important issue. Frequently we can see how elements such as fear, sex, humor, etc. are used inappropriately by brands, in order to attract people’s attention and at the same time to increase its sales.

For example, ads motivating alcohol consumption are among the ones that cause more controversy. That is why I found interesting to know a little bit more about how other countries face alcohol advertising and the kind of policies they are following. Here is some information about alcohol advertising policies in other countries:

Armenia and Albania - There are no restrictions on alcohol advertising, Health warnings are shown on ads and on containers.

China - China has little policy on alcohol, including no minimum age of purchase. The State Industry and Commerce Bureau issued an official document on regarding “The Regulations of Alcohol Advertising on Media”, implemented from 1 January 1996, but there is still much alcohol advertising that infringes the regulations. Advertisements may not associate drinking with social success, daring, toughness, bravado, stimulation and relaxing, and suggest that alcohol can enhance health and sexual performance (herb alcohol beverages).

Croatia - Complete restriction of spirits and wine advertising on television (including cable), radio, print, billboards, cinema, point of sale and product placement in television shows and films. Spirits and wine advertising on satellite, internet and rented videos is partial restricted. Branded sponsorship events are completely restricted for spirits and wine, and partial restricted for non-alcohol products associated with the brand. Beer advertising is not restricted.

Estonia - There is partial restriction of alcohol advertising on television and radio. Alcohol may not be advertised in the cinema and spirits may not be advertised on billboards or rented videos. Also, product placement is partially restricted.

Finland - Before 1977 alcohol advertising was regulated by Alko, the state alcohol monopoly. From 1977 all alcohol advertising was banned by law except in trade magazines. The 1994 Alcohol Act legalized advertising of alcohol up to 22% abv. Ads may not be aimed at minors, depict alcohol consumption linked to driving a vehicle, or describe heavy drinking in positive terms. Ads must not suggest that alcohol increases performance, socially or sexually success, has medical or therapeutic properties, refreshes, or helps settle conflicts.

There is partial restriction of spirits and wine advertising on billboards and at point of sale. Beer advertising is partially restricted in all media except cinema and point of sale. Events branded by beers or wine are partially restricted and spirits sponsorships are not permitted.

India - The government controlled channel, Doordarshan, does not broadcast such advertisements. From September 2000, the Cable Television Network (Regulation) Amendment Bill prohibited alcohol and tobacco advertisements. The ads continue to be seen via satellite channels.

Italy - The 2001 Alcohol Act introduced a ban on television and radio advertising of alcohol between 4 pm and 9 pm. It prohibits alcohol advertisements addressed to young people in all media, as well as during or 15 minutes before or after television programmes for minors. Ads may not show minors drinking alcohol and may not link drinking to therapeutic properties not acknowledged by the Ministry of Health. The Act requires a self-regulation code to be provided jointly by broadcasting companies, advertisement agencies and producers on the content of alcohol advertisements.

Japan - Japan has no state regulation or industry codes on alcohol advertising. Ads for beer and spirits are shown on television. From 6 pm, 10 percent of ads on Tokyo’s five stations promote alcohol.

Lithuania - Spirits advertising is partially restricted on television (including cable and satellite), radio and print, and completely restricted on billboards. Branded events are partially restricted.

Malaysia - Direct alcohol advertising is not allowed in the broadcast media or on billboards, except in the state of Sabah in East Malaysia. Alcohol advertising is permitted in cinemas, on video cassettes and the print media. Sponsorship activities are allowed.

Netherlands - There is no legislation restricting alcohol advertising. Other than the Television Without Frontiers Directive, the system is self-regulatory – so far.

Russian Federation - There is partial restriction of spirits and wine advertising on television (including cable and satellite) and radio. All alcohol advertising is completely restricted in print media and partial restricted on billboards. Wine and spirits branded events are completely restricted. Cinema advertising and product placement for beer or wine and beer branded events come under a voluntary agreement.

Spain - A 1990 law prohibited television advertising for alcoholic beverages over 20% abv. The TWF was implemented in 1994. Regional governments are also able to impose their own legislation. Self-regulatory codes covering advertisement content are also in operation.

In April 2005 advertising groups signed an agreement with the Anti-Drugs Agency of Madrid aimed at protecting minors from alcohol over-consumption. Alcohol advertising will not feature people under 23. Outdoor alcohol advertising will be restricted to billboards smaller than 10 x 12.5 meters, and not within 125 meters of a school. The TV channel Telemadrid agreed to broadcast alcohol ads only after 8.30 pm.

Sweden - New legislation was passed and implemented in January 2005 which clarified the purpose and application of Swedish alcohol policy. Alcohol ads are not permitted on radio or television, including satellite. Alcoholic beverages more than 15% abv may not be advertising in any periodicals or other journals, except point of sale materials.

Turkey - Alcohol advertising is prohibited on television and radio, but there are no restrictions on print or billboard advertising, or on sponsorship of sports events or youth events.

Vietnam - Alcohol advertising is prohibited by law. Alcohol producers and importers use direct methods to promote their products, especially to young people, such as sending promotion staffs to discotheques, bars and restaurants, and distributing give-away items.


Without any doubt, as the volume and sophistication of alcohol advertising has increased, so too has public concern in many countries. However, the national policies listed above have often been highly contested. Debates about concerns involving advertising continues and even more if it influences children and young people. We can notice that a number of countries now have legislation or voluntary codes on advertising targeting children. Most legislation and codes on alcohol advertising include a rule against ads that target those under the drinking age, and many require actors in ads to be above a certain age. Nevertheless, alcohol advertising and promotion is rapidly expanding throughout the world and is increasingly sophisticated and carefully targeted, including to youth. Brands are doing whatever is needed to attract, influence, and recruit new generations of potential drinkers despite industry codes of self regulation that are widely ignored and often not enforced.

Bibliography:

NZ Drug Foundation. (May 2006). Alcohol advertising. Retrieved Friday November 7th, 08, from https://www.drugfoundation.org.nz/files/File/alcohol%20advertising%20in%20other%20countries,%20May%202006.%E2%80%A6.pdf.