Alcohol: Sex and personal relationships

Summary:

One of the changes to the Alcohol Rules in 2005 was a tightening up of the wording about linking alcohol with sex. The Code used to state “Marcoms should not suggest that any alcoholic drink … can enhance sexual capabilities … [or be portrayed] as the main reason for the success of any personal relationship ….”. Now the Code states “Marcoms must neither link alcohol with seduction, sexual activity or sexual success nor imply that alcohol can enhance attractiveness, masculinity or femininity… [and] should not suggest that drinking alcohol is a reason for the success of any personal relationship …” (Clauses 56.9 and 56.11).

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