REQUIREMENTS AS TO ADVERTISEMENTS, METHODS OF ADVERTISING AND DIRECTIONS APPLICABLE TO ALCOHOLIC DRINK

REQUIREMENTS AS TO ADVERTISEMENTS, METHODS OF

ADVERTISING AND DIRECTIONS APPLICABLE TO ALCOHOLIC

DRINK ADVERTISING, SPONSORSHIP AND TELESHOPPING

SUBSIDIARY LEGISLATION 350.24

REQUIREMENTS AS TO ADVERTISEMENTS,

METHODS OF ADVERTISING AND DIRECTIONS

APPLICABLE TO ALCOHOLIC DRINK

ADVERTISING, SPONSORSHIP AND

TELESHOPPING

22nd March, 2007

GOVERNMENT NOTICE 267 of 2007.

The title of these requirements is the Requirements as to

Advertisements, Methods of Advertising and Directions applicable

to Alcoholic Drink Advertising, Sponsorship and Teleshopping.

Applicability of these Requirements as to Advertisements,

Methods of Advertising and Directions

1.1 These Requirements as to Advertisements, Methods of

Advertising and Directions shall be read in conjunction with

paragraph 19 of the Third Schedule to the Broadcasting Act (Cap.

350 of the Laws of Malta), and shall apply principally to

advert isem ents for alcoho lic dr ink s an d to telesho pping of

alcoholic drinks. However the incidental portrayal of alcoholic

consumption in advertisements or teleshopping for other products

and services shall always be carefully considered to ensure that it

does not contradict the spirit of these Requirements as to

Advertisements, Methods of Advertising and Directions.

1.2 These Requirements as to Advertisements, Methods of

Advertising and Directions have been made by the Broadcasting

Authority in virtue of article 19(3) and (5) of the Broadcasting Act,

Chapter 350 of the Laws of Malta.

Distribution of Advertisements and Teleshopping for

alcohol

2.1 Advertisements and teleshopping for alcoholic drinks shall

not be broadcast between 6.00a.m. and 9.00p.m.

2.2 In sponsored programmes, it shall not be permitted to use

the name of an alcoholic drink as the name of the sponsor between

00a.m. and 9.00p.m.

2.3 It shall not be permissible to use the brand name of an

alcoholic drink for a sponsored activity between 6.00a.m. and

00p.m.

3. Protection of young people

3.1 Alcoholic drink advertising and teleshoppiong shall not be

directed at people under 18 years of age or use treatments likely to

be of particular appeal to them.

3.2 Advertisements and teleshopping for alcoholic drinks shall

not include any personality whose example people under 18 years

REQUIREMENTS AS TO ADVERTISEMENTS, METHODS OF

ADVERTISING AND DIRECTIONS APPLICABLE TO ALCOHOLIC

DRINK ADVERTISING, SPONSORSHIP AND TELESHOPPING

of age are likely to follow or who has a particular appeal to people

under 18 years of age.

3.3 Children shall not be seen or heard in advertisements and

teleshopping for alcoholic drinks.

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

f e m i n i n i t y. R e f e r e n c e s t o d a r i n g , t o u g h n e s s o r b r a v a d o i n

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.

5. Safety

5.1 Nothing in any advertisement or teleshopping may promote

drinking while driving or whilst using potentially dangerous

machinery.

5.2 Alcoholic drinks shall not be seen to be consumed in a

working place environment.

6. Cut-price Offers, etc.

6.1 Reference to "cut-price drinks", "happy hour drinks", "buy

two and get one free", "money-off coupons" and similar

advertisements or teleshopping that encourage excessive or

immoderate consumption are unacceptable. Alcoholic drink

retailers may however refer to price reductions for their stock.

REQUIREMENTS AS TO ADVERTISEMENTS, METHODS OF

ADVERTISING AND DIRECTIONS APPLICABLE TO ALCOHOLIC

DRINK ADVERTISING, SPONSORSHIP AND TELESHOPPING

7. Humour

7.1 Advertisements and teleshopping may employ humour but

not so as to circumvent the intention of these Requirements.

8. Non-applicability of these Requirements

as

to

Advertisements, Methods of Advertising and Directions

8.1 These Requirements as to Advertisements, Methods of

Advertising and Directions shall not apply to any advertisements or

promotional campaigns undertaken to dissuade the public from

excessive or immoderate drinking.