Summary:
In October 2005, CAP launched new, stricter, rules for alcohol advertisements, especially those that could appeal to the under-18s. The Code prohibits alcohol ads from being directed at under-18s through the selection of media, style of presentation, content or context in which they appear. That means marketers not only have to take care not to use characters (real or fictitious) that are likely to appeal particularly to people under 18 but also should be mindful about the selection of media, style of presentation, content or context in which ads appear. Marketing communications should not appear in a medium if 25% or more of the audience is under 18; so teen magazines and the like are a definite no go area.
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