Marketers have given their backing to rules governing the advertising of alcohol online.
Nearly three-quarters (72.8%) of respondents in this week’s MarketingWeek.co.uk poll said current regulations on the digital marketing of alcohol brands are sufficient.
Last week, the Portman Group published a guide with the aim of stopping alcohol brands using digital marketing to target underage consumers or encourage harmful drinking. The industry-funded body released The Responsible Marketing of Alcoholic Drinks in Digital Media, which provides guidance on how to stay within the Portman Group’s existing codes and Advertising Standards Authority (ASA) regulations on online marketing.
The guidelines also come ahead of possible changes to regulations governing online marketing. Advertising industry policy group Digital Media Group is in advanced discussions with representatives from several industries that could lead to the ASA’s remit being extended to include the regulation of marketing communications on brand websites.
Last week, the Portman Group published a guide with the aim of stopping alcohol brands using digital marketing to target underage consumers or encourage harmful drinking. The industry-funded body released The Responsible Marketing of Alcoholic Drinks in Digital Media, which provides guidance on how to stay within the Portman Group’s existing codes and Advertising Standards Authority (ASA) regulations on online marketing.
The guidelines also come ahead of possible changes to regulations governing online marketing. Advertising industry policy group Digital Media Group is in advanced discussions with representatives from several industries that could lead to the ASA’s remit being extended to include the regulation of marketing communications on brand websites.
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