Title – ‘Take Courage’ beer advert bannedSource – www.bbc.co.uk
Date 15th April 2009
Here is another example of the ASA clamping down on alcohol advertising, yet this one is distinctly more tentative then other recent examples.
It just goes to prove how important it has become to promote alcohol in the ‘right’ way and not to link it in to increased performance in any way.
There are certainly issues surrounding alcohol advertising and everyone working in the licensed retail sector has a duty to conform with industry guidelines, but at the same time we have to make sure we are not going too far in suppressing opportunity and personal judgement.
There is clearly no intent to deceive or promote excessive alcohol consumption in these adverts and I think this should have been recognised. They don’t seem to target vulnerable parts of society or have any kind of subliminal message that could cause harm and ultimately that is what the standards are there for; to prevent harm caused by alcohol.
It seems a pity that humour has suffered at the hands of the ASA this time and they seem to have been unable to give people credit to see the humour and subtlety in these Courage advertisements. However it does remind us that we need to take care in the messages we deliver to our customers when it comes to alcohol advertising.
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Beyond The Blue we run a number of courses for those working in the Licensed Retail Sector to help them sell alcohol more responsibly. These include; The Award in Responsible Alcohol Retailing (ARAR) designed for front-line staff to help them meet their statutory requirements; The National Certificate for Personal Licence Holders (NCPLH) which qualifies candidates to apply for their personal licence; Our Conflict Management and Resolution (CMR) course compliments these courses to help employees deal with Workplace Violence and alcohol related disorder.Date 15th April 2009
Here is another example of the ASA clamping down on alcohol advertising, yet this one is distinctly more tentative then other recent examples.
It just goes to prove how important it has become to promote alcohol in the ‘right’ way and not to link it in to increased performance in any way.
There are certainly issues surrounding alcohol advertising and everyone working in the licensed retail sector has a duty to conform with industry guidelines, but at the same time we have to make sure we are not going too far in suppressing opportunity and personal judgement.
There is clearly no intent to deceive or promote excessive alcohol consumption in these adverts and I think this should have been recognised. They don’t seem to target vulnerable parts of society or have any kind of subliminal message that could cause harm and ultimately that is what the standards are there for; to prevent harm caused by alcohol.
It seems a pity that humour has suffered at the hands of the ASA this time and they seem to have been unable to give people credit to see the humour and subtlety in these Courage advertisements. However it does remind us that we need to take care in the messages we deliver to our customers when it comes to alcohol advertising.
At
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