Ofcom code will hinder binge battle says WSA

by John Harrington

The Wine & Spirits Association (WSA) has blasted Ofcom's draft code for alcohol ads for being "too prescriptive" and stating that it will not necessarily curb alcohol misuse.

This follows a similar message last month from the Alcohol Advertisers Working Party, representing the major alcohol advertisers, which labelled the draft code "unworkable" ­ and warned it could deter drinks companies from advertising on TV altogether.

Among tough proposals, the code says drink companies should avoid targeting 18 to 22-year-old consumers in their ads because these could appeal to under-18s. Ofcom said this could rule out cartoons, such as the Famous Grouse as well as the use of celebrities such as George Clooney (Martini) and Vinnie Jones (Bacardi).

"We ask Ofcom to recognise that advertising is not the single or even the major principle contributory factor leading to anti-social drinking," said director of the WSA Quentin Rappoport.

"Efforts to tackle problem drinking must combine a whole host of initiatives.

"The industry is makingevery effort to work with the Government and other agencies in this regard, including looking into advertising. However, this proposed code goes too far and, we believe, would be counterproductive."

The WSA's submission to Ofcom highlights an array of "overly prescriptive" measures that it believes, when combined with several other proposals that are open to varied interpretation, could lead to unnecessarily

Draconian measures being enforced.

Rappoport added: "Transmitting sensible-drinking messages through television advertising is a key weapon in thebattle to improve drinking habits in the UK and we believe that this code could nullify that weapon.

"We therefore request that Ofcom reconsider these proposals and work in conjunction with the trade to provide a more workable solution."