NEWS: Senior creative urges BACC to revise rules on alcohol

The call has gone out for a shake-up in the rules on alcohol advertising after the banning of two commercials for a wine-based springwater.

The call has gone out for a shake-up in the rules on alcohol advertising

after the banning of two commercials for a wine-based springwater.



Two ten-second films promoting the new drink, DNA, have fallen foul of

the Broadcast Advertising Clearance Centre which claims they have

transvestite undertones and are overtly sexual.



One ad features a man’s sunburned chest which appears to show the

outline of a bikini top. Another shows a man trying to kiss a woman

under her arm. The scenes are interspersed with messages such as ‘I am

not illegal’ and ‘I’m a heat-seeking panther’.



But Summerfield Wilmot Keene, the agency that produced the films, says

the rules forcing them off air are outdated because they take no account

of the alcopop phenomenon and the raunchy youth programming that now

surrounds much advertising.



Paul Wilmot, the SWK creative director, said: ‘I have a lot of sympathy

for the BACC which is understandably nervous since the arrival of

alcopops. But the rules have to keep pace with changes in the youth

market.’ He also called on advertising watchdogs to make their rulings

on contentious scripts before the commercials are made. By waiting to

see the films, he claimed, the BACC forces advertisers to risk money on

an ad that might be banned.



Uisdean Maclean, the BACC’s head of advertising clearance, said he was

willing to consider any proposals for changes in the alcohol advertising

rules but saw no pressing need to revise them.



He claimed it was common for the BACC to withold final approval on

drinks ads until the final versions had been seen. ‘Advertisers have a

pretty good idea of what the outcome will be before they commit

themselves,’ he said.



The BACC has approved five other commercials in the pounds 1.2 million

DNA campaign - running under the theme ‘Pure water that’s lost its

innocence’ - after calling for a number of script changes.



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