MPs onside with alcohol ad standards

An industry group has created a code of conduct governing the content and application of beer advertising, which will affect how beer is advertised on TV, radio and online. Beer Canada created the “Responsible Advertising and Marketing Code,” updated in late September, which formalized best practices for “responsible advertising” by its members in the industry. The code was discussed during a beer caucus meeting with MPs in early October, when those communications were registered with the federal lobbyist registry and made public in mid-November. The MPs were “aligned with the purpose of the Code and appreciated how proactive the beer industry is being,” said association representative Luke Harford in an email. The code, which will be reviewed every year, outlines ways in which the industry can avoid having alcohol-themed messages in front of minors, all the way down to avoiding associations with Santa Claus. In part, it suggests the makeup of ads on print, radio, TV and digital media avoid using themes appealing to the underage demographic, targeting ads only where “at least 70% of the audience is reasonably expected to be of legal purchase age or older,” and ensuring TV advertising of higher alcohol beer doesn’t appear before 10 p.m. Following the code is voluntary, but it’s also a “condition” for membership in the association that represents over 50 brewing companies accounting for 90 per cent of beer made in the country, it said. “The Code is intended to complement, support and enhance federal and provincial/territorial alcohol advertising and marketing rules as well as those codes administered by Ad Standards,” the code introduction reads. It comes around the same time that the International Alliance for Responsible Drinking (IARD) announced a partnership with digital media platforms to set its own new standards for that kind of advertising. Facebook Inc., Twitter Inc., Snap Inc., and Alphabet Inc.’s YouTube all signed on to, in part, explore ways to “further diminish chances” that the underage population sees the advertising, as well as finding ways to give people more control over whether or not they see those ads. Beer Canada is a member of the IARD’s partnership council. The code’s emergence follows another effort to limit the influence of harmful substances to minors. The biggest display of that is Bill S-228, which is currently before the Senate, where it originated. That bill, which was sent back after amendments were made in the House, seeks to limit the marketing and advertising of junk food and beverage to children under 13. Beer Canada wants alcohol marketing and advertising directed only at those who are of legal purchasing age, and it has a much higher age threshold than the legal drinking age in all 10 provinces in some cases. The legal drinking age varies by province between 18 and 19 years old. “Programs will be carefully selected for radio and television advertising,” the code says. “Advertising for higher alcohol beer will be limited to programs that appeal predominantly to individuals over the age of 24,” the code said, referring to products with more than 7.5 per cent alcohol by volume. Scott Henderson, spokesman for BCE Inc.’s media division, said in an email that while the company isn’t subject to the code, “we will work with member companies who advertise with us to facilitate compliance.” Rogers Communications Inc. deferred to the brewers association and Corus Entertainment Inc. declined to comment. Both were asked about the potential impact on their businesses. While broadcasters follow the CRTC’s Code for Broadcasting Advertising of Alcoholic Beverages, the Beer Canada code “goes beyond” that for its members by covering digital media, Harford said. Ad Standards, a national non-profit and self-regulated independent body, said in its annual report for 2017 that there were a total of 1,808 complaints received relating to 1,322 advertisements across all mediums, but 1,172 appeared to meet the Canadian Code of Advertising Standards acceptance criteria. Most of the ads which met the acceptance criteria were related to accuracy, clarity, price claims, safety and “unacceptable depictions and portrayals.” “Ad Standards told us they do not see a lot of complaints against beverage alcohol producers,” Harford said. “We can always strive to do better but the data from Ad Standards is encouraging that we are in a good place.” MPs who are on the communication with the association in early October include Dan Albas, Mel Arnold, John Barlow, Richard Cannings, Francis Drouin, Pierre-Luc Dusseault, Andy Fillmore, Peter Kent, Alaina Lockhart, Lloyd Longfield, Richard Martel, Irene Mathyssen, Lucie Moncion, Robert Oliphant, Tracey Ramsey, Scott Reid, Bev Shipley, Peter Van Loan, Karen Vecchio, Arnold Versein, and Erin Weir. The lobbying came during a relatively heavy month of activity for government officials from both the broadcasting and telecommunications sectors. October saw a 137 per cent increase in communications related to broadcasting, up to 109 compared to 46 in the month prior. Meanwhile, telecom saw a bump up of 106.8 per cent to 91 communications in the month over the same period. Shaw Communications Inc. and Telus Corp. tied for most communications among telecoms with 11, followed by Rogers with eight, Xplornet Communications Inc. with seven, and Bell with six. — With reporting by Ahmad Hathout at ahathout@thewirereport.ca and editing by Anja Karadeglija at akarad@thewirereport.ca

MPs onside with alcohol ad standards

News | December 13, 2018

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MPs onside with alcohol ad standards

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