Alcohol advertising review board content code

4. alcohol-specific provisions:

c. Change in mood and/or success

i. Alcohol Advertisements must not imply that the presence or consumption of alcohol is in any way essential to the enjoyment of an activity or an event,41 or that it is essential to the success of a social occasion.42

ii. Alcohol Advertisements must not suggest that the consumption or presence of alcohol beverages may create or contribute to a significant change in mood or environment and, accordingly, must not:

1. depict the consumption or presence of alcohol beverages as a cause of or contributing to the achievement of social acceptance, social status,43 or personal, business, social, sporting, sexual or other success;44

2. suggest that the consumption of alcohol beverages offers any therapeutic benefit or is a necessary aid to relaxation; or45

3. refer to the feeling and effect caused by alcohol consumption or show or convey the impression, by behaviour or comportment, that the people depicted in the message are under the influence of alcohol.46

 

41. Canadian Broadcast Advertising of Alcoholic Beverages Code (g)
42. UK BCAP Code 19.4
43. Social acceptance and social status from the Canadian Broadcast Advertising of Alcoholic Beverages Code (f)
44. ABAC (c)(i)
45. ABAC (c)
46. Canadian Broadcast Advertising of Alcoholic Beverages Code (o)