Summary:
In October 2005, CAP brought in new, stricter, rules about the marketing of alcoholic drinks. The changes were a result of widespread concern about drinking behaviour such as excessive or binge drinking and anti-social behaviour, especially among the young. Marketers of alcoholic drinks were always expected to steer clear of implying that drinkers should party all night, binge drink, or get rowdy and drunk (Lynnet Leisure Group, 21 August 2002) but in 2005 the rules were toughened up. The changes tightened up several restrictions, notably those on the use of seduction or sexual success and particular appeal to those under 18 years of age. The rules now state explicitly that they apply irrespective of whether the product is shown or seen being consumed.
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