Industry rejects argument for alcohol sponsorship ban

by Ben Bold, Media Week 19-Sep-06

Plans by government advisors to ban alcohol brands from advertising on TV and sponsoring music and sports events have been met with scepticism by the advertising industry.

The Advisory Council on the Misuse of Drugs, which usually advises
Government on illicit drugs such as cannabis and cocaine, has pointed
the finger of blame for the increase in underage drinking at the £200m marketing sector.

It has called for a ban on all alcohol advertising on TV and in under-18

movies, as well as alcohol-branded events watched by teenagers. Such a
ban would see an end to events including Carling Weekend music
festivals, the Heineken Cup and sponsorship deals such as the Carling
Hammersmith Apollo.

Andy Jones, managing director of Universal McCann, which handles the
media planning and buying for Bacardi-Martini, described the
recommendations as draconian. "We are very careful as to the age of
consumers we target," he said. "All clients in this category have got to
be careful to act in this way. We do not target underage drinkers."

Alcohol watchdog The Portman Group was also sceptical. "The statement we
have seen from the Government indicates that it won't rush to implement
them," said chief executive David Poley.

"There are strict regulations with the Advertising Standards Authority
and sponsorship, which is covered by our code of practice."

He added that the organisation is set to review this later in the year.