Ofcom code for adverts hailed as firm but fair'

by Ewan Turney

The drinks industry has welcomed revised rules on alcohol advertising issued by watchdog body Ofcom.

Earlier draft proposals had been slammed as "confusing and "unworkable" by the Alcohol Advertisers Working Party and led to fears that drinks companies would abandon TV advertising.

However, the revised code has been described as "firm but fair" by Diageo managing director Don Goulding. "We support Ofcom's intention to reduce the ambiguity between the letter and the spirit of the code," he said.

There have been a couple of notable victories for the trade, particularly in the long period of grace offered and the rules on romance and sex.

Adverts can now "include romance and flirtation" as long as they do not appeal strongly to under-18s.

The new regulations will apply to all campaigns conceived from 1 January 2005, but those that have already been paid for will be allowed to run until 30 September 2005.

"It is a good period of grace and we are happy," said Bacardi executive director Chris Searle. "Campaigns are planned months in advance and we put our case successfully here."

One controversial topic that remains is that adverts must not reflect or be associated with youth culture.

"The youth culture issue is hugely unfair as only 10% of alcohol sales come as a result of television advertising," said Searle.

"We will wait to see how this is interpreted, but we have always said, if we cannot do decent television ads then we will withdraw and put the money into other avenues."

In a further change to the regulatory process, Ofcom has passed responsibility for complaints concerning radio and TV advertising to the Advertising Standards Authority (ASA) to create a one-stop-shop for all advertising complaints.

Ofcom will remain as a legal backstop to enforce ASA decisions.

It is expected there will be more complaints as a consequence after the ASA turned away over 5,000 calls on television adverts last year.

The code-making arm of the ASA, the Broadcast Committee of Advertising Practice, will produce interpretative guidance to be released in the new year.

Full details can be found at www.ofcom.org.uk