Alcoholic beverages advertisement

Law Office Vujacic had the honor and pleasure to take part in a training on the topic of advertising alcoholic beverages held by our dear colleagues at Altius, who have offices in Brussels. They provided us with a clear and concise lecture on the existing regulatory framework and the allowed ways of advertising the aforementioned beverages by giving us a theoretical background supported by practical examples.

This area of law is regulated by the EU Audiovisual Media Services (AMS) Directive from 2007. It specifically prohibits the advertisement of alcoholic beverages that specifically targets minors or encourages “immoderate consumption of such drinks.” In addition, any kind of discriminatory advertising is strictly prohibited. This particularly includes advertising that singles out a particular group or, for example, objectifies women.

This is an ever-developing field of law, meaning that the particular circumstances of each individual case are taken into account and decisions are made on a case-by-case basis. Since this is the case, through a great number of practical examples, the most important “do’s“ and “don’ts“ of advertising alcoholic beverages have been presented. Companies have to stay away from making false promises of a better social status, better health, or mental well-being in order to have their advertisements allowed on media platforms. On the other hand, history and humor are encouraged.

All in all, while the imposed regulation might seem harsh at first glance, it will undoubtedly lead to a better and healthier environment in the long run.