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Published:  23 July, 2008

Ofcom has confirmed the full details of its revised alcohol advertising code, with just minor changes to the consultation document it released earlier this year. The new, tougher rules demand that the spirit or the letter of the rules apply, whether or not a product is shown, referred to, or seen being consumed', unlike the previous code, which was routinely flouted. Ofcom did, however, backtrack on its proposed rules for products associated with sexual success. As long as links to youth culture are avoided, Ofcom's view is that there is little potential for social harm in alcohol advertising being linked, in a grown-up way, to romance,' said an Ofcom statement. The new code comes into operation on 1 January, 2005.