S.L. 350.24 Art. 4

Unacceptable treatments 4.1 Advertisements and teleshopping shall not blatantly imply that drinking is essential to social success or acceptance or that refusal is a sign of weakness. Nor shall they blatantly imply that the successful outcome of a social occasion is dependent on the consumption of alcohol. 4.2 Advertisements and teleshopping shall not suggest that regular solitary drinking is acceptable or that drinking is a means of resolving personal problems. 4.3 Advertisements and teleshopping shall not imply that drinking is an essential part of daily routine or can bring about a change in mood.

4.4 Advertisements and teleshopping shall not suggest or imply that drinking is an essential attribute of masculinity or femininity. References to daring, toughness or bravado in association with drinking are not acceptable. 4.5 Alcoholic drinks shall not be advertised or referred to in a teleshopping programme in a context of aggressive, anti-social or irresponsible behaviour.

4.6 Advertisements and teleshopping shall not depict or imply excessive drinking in any manner whatsoever.

4.7 Advertisements and teleshopping shall not offer alcohol as therapeutic, or as a stimulant, sedative, tranquilliser or source of nourishment. While advertisements and teleshopping may refer to refreshment after physical performance, they shall not give any impression that performance can be improved by drink.

4.8 Advertisements and teleshopping shall not suggest that a drink is preferable because of its higher alcohol content or intoxicating effect and shall not place undue emphasis on alcoholic strength.