Corona cinema advertising prior to M-rated movie

September 2011


THE AD: A Corona advertisement was shown in cinemas prior to a movie that started at 6:55pm. The movie was ‘Rise of the Planet of the Apes’; part of the popular science fiction series, and is M-rated. M-rated films contain material that may require a mature perspective but is not deemed too strong for younger viewers. As such, they have no legal age restrictions.

ISSUE RAISED:  Inappropriate placement of alcohol advertising prior to a film shown at an early hour that had appeal to children.  

OUTCOME:  The ABAC Panel has no jurisdiction over the placement of alcohol advertisements in cinemas and as such it dismissed the complaint.   There does not appear to be another regulatory body with jurisdiction to consider inappropriate placement of alcohol advertising in cinemas.