Summary:
In 2005, the Code’s requirements changed from prohibiting alcohol being portrayed as the main reason for the success of a social event to prohibiting alcohol being portrayed as a reason for the success of a social event. Here, like other parts of the Alcohol Rules, the Code has been tightened up. Although drinkers may obviously be shown in a group setting and alcohol can be conveyed as a legitimate accompaniment to a social occasion, marketers should not unduly emphasise the role alcohol might play. If an otherwise dull party becomes a social triumph as a result of alcohol, the ad will almost certainly break the Code.
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