Drinks companies voice concern over Ofcom rules

Bacardi Martini, known for its use of sexual imagery in advertising, has raised concerns about Ofcom’s recent proposal to overhaul alcohol advertising rules.

Bacardi says the proposal, which will tighten rules on ads linking alcohol to bravado, sexual attractiveness or youth appeal, is likely to put some brands’ advertising at risk.

A spokesman for Bacardi Martini says: “The proposals are significantly tougher than we had been expecting, and go further than the industry’s own proposals. We will develop our current advertising campaigns to comply with the revised codes when they come into force.”

The proposed changes also include new restrictions on the use of celebrities or the use of animation when advertising alcohol products. In the past, the memorable Budweiser “frogs” ad triggered criticism from lobby groups, which complained that the ads were attractive to teenagers and children.

A spokesman for Scottish Courage says: “We shall be seeking clarification on the use of celebrities, because it is quite ambiguous at this stage.” Scottish Courage-owned beer brand John Smith’s uses comedian Peter Kay in its high-profile ads, created by TBWA/London. Kay was recruited as the face of John Smith’s two years ago, following the decision to drop the cardboard cut-out “No Nonsense Man.”

Latest from Marketing Week

Influencers, consultancies and the recruitment crisis: The key topics of conversation at Cannes Lions

cannes lions

Cannes Lions 2018: Marketers turned out in force to advertising’s biggest annual event. But away from the usual talk of purpose and creativity, some big issues such as the recruitment crisis, how advertising responds to the #MeToo movement and cleaning up the influencer marketing space were discussed.

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

If you are looking for our Jobs site, please click here