Agencies call 'time' on TV ad rules

By IRENE CHAPPLE

An advertising lobby group has delivered an extensive submission calling for changes to the alcohol advertising code.

The submission from the Communication Agencies Association of New Zealand to the Liquor Review Panel last week quoted reports from Britain, Sweden and the United States stating that alcohol advertising has no effect on total consumption.

The ad association wants alcohol advertising to be allowed on free-to-air television from 8.30pm to 5am and from 6pm to 7pm. Such a change, if adopted, would be a dramatic change to the current ban on alcohol advertising between 6am and 9pm.

The submission said: "We have found no hard statistical data to prove any link between alcohol consumption and advertising exposure in young people."

Those who sought to prove that alcohol advertising influenced youth alcohol consumption had relied on "soft" data such as self-reported consumption and advertising exposure.

The submission also said the attitude of the New Zealand public to alcohol was benign, that alcohol was part of the New Zealand lifestyle and that was is enjoyed moderately by most in a responsible manner.

"As a nation we do not have a reputation for intemperance, and rank 23rd internationally in beer consumption and 33rd in spirit consumption."

As such, the association said, it was timely to review the "unnecessarily restrictive" aspects of the code.

Changes to the allowable broadcast hours would mirror the Australian Alcohol Advertising Code and be consistent with the principles of CER, the association said.

It also argued that "incidental" rules - where alcohol was shown in the backdrop of an advertisement - should be relaxed.

Currently, wine shown in a supermarket or on a restaurant table in the backdrop of a shot falls under the code and is subject to time restrictions. The association said that was out of step with reality.

The executive director of the association, Lynne Clifton, said there had been a huge liberalisation in liquor laws in the past five years.

Advertising was used to build brand awareness and loyalty, she said. It did not increase total consumption.

Written submission have closed but oral submissions will be heard in May.