Advertising Code for Alcoholic Beverages 2014

Advertising Code for Alcoholic Beverages 2014

GENERAL PROVISIONS

Field  of application
The Advertising Code for Alcoholic Beverages applies to advertising for alcoholic beverages and for non-alcoholic beverages in so far as these are commended for consumption in combination with alcoholic beverages. This Code applies to all advertising intended specifically for the Netherlands.

Definitions
In this Code, the following definitions apply:

Promotional Advertising Communication: an advertising communication for an alcoholic beverage in which the commendation predominantly concerns the conditions for supply to the consumer, e.g. price, duration of the promotional period, etc.

Active  Internet  Marketing:  advertising that is actively distributed or enabled on and/or via the Internet by the advertiser, or completely  or partially on his behalf. Active Internet Marketing includes, among other things:

•      advertising actively sent by the advertiser to selected recipients;

•      advertising on or via an Internet platform, including a social media platform, by the advertiser, as well as advertising by a third party completely or partially on behalf of the advertiser, in so far as this involves an Internet platform over which the advertiser has some degree of control of or influence on the display or the content of the communication.

Alcoholic  Beverage:  a beverage that, at a temperature of twenty degrees Centigrade, contains more than one-half percent (0.5%) alcohol  by volume.

The Industry: the part of the business community that is involved in the production, import, distribution, sale and provision of alcoholic beverages.

Catering Industry Promotions:  promotions in catering establishments or at events or parties, in which a promotional team (whether or  not dressed in the look & feel of the brand), engaged by a producer or importer, enables the attending public to be introduced to one or more of a manufacturer’s or importer’s branded products.

Youth Broadcasting Station: a broadcasting station of which over 25 % of the total viewing and listening public are minors. The percentage of minors in the viewing and/or listening audience is determined based on the weighted average of the viewer and listener figures as compared to the station’s entire programme. The percentage must be measured based on a viewer and listener survey generally accepted in the market. Each year, based on a survey by an independent agency, the industry determines which broadcasters are to be designated as youth broadcasting stations.

Merchandising: articles carrying the brand name and/or figurative mark of an alcoholic beverage that can be obtained in return for payment by consumers via the retail channel or via a member of the industry.

Minors: individuals under 18.

Under-the-cap Promotion: a promotion organised by the advertiser in which consumers can obtain winning codes or similar codes by opening a non-resealable packaging (bottles with caps, cans), with which they can compete for prizes.

Premium: a gift article carrying the brand name and/or figurative mark of an alcoholic beverage that a consumer receives with the purchase of an alcoholic beverage in the retail or catering channel or within the context of a catering industry promotion.

Printed Communications: advertising in newspapers, magazines, periodicals, bills, flyers or posters, including billboards, scaffolding banners, bus shelters and multi-purpose advertising installations, with the focus on an alcoholic beverage, or brand or manufacturer thereof.

Product Placement: the inclusion of or reference to a product, service, brand or logo in return for payment or other valuable consideration within the context of a programme or a component of the media offering similar to a programme.

Advertising for Alcoholic Beverages: any public and/or systematic direct or indirect commendation of alcoholic beverages and non- alcoholic beverages in so far as these are commended for consumption in combination with alcoholic beverages by an advertiser or completely or partially on his behalf, either with or without the aid of third parties. Advertising is also understood to include services.

Sampling:  an occasion initiated by a member of the industry, in accordance with the conditions drawn up to that end, as described in     the explanation to Article 27, in which an alcoholic beverage is offered free of charge for consumption on the spot at a trade fair, during a catering industry or event promotion or at another location that meets the applicable statutory requirements.

Sponsoring: financial support by a member of the industry.

Thematic Advertising Communication: an advertising communication that is not an advertising communication for an alcoholic beverage in which the commendation predominantly materialises by means of product characteristics, image, atmosphere and the desired consumption setting.

Trade Fair: an occasion at which an alcoholic beverage is brought to the attention of predominantly professional providers by a member of the industry in a Business-to-Business (B2B) setting.

 

GENERAL

Article 1 – Amount
Because irresponsible consumption of alcoholic beverages may cause problems, restraint must be observed in all advertising for these beverages. Advertising for alcoholic beverages may not display, suggest or encourage excessive or otherwise irresponsible consumption.

Explanation Article 1
Excessive or otherwise irresponsible consumption includes in any event, but is not limited to:

•      visibly emptying a full glass in one go

•      portraying a glass that is at least twice the size of a standard-sized glass (a standard-sized glass for beer contains 250 ml; for wine 100 ml and for distilled spirits 35 ml) for the category of the relevant alcoholic beverage

•      portraying an extraordinary-size packaging, e.g. a bucket or similar object, from which multiple individuals can beverage directly, for example by using straws. Portraying a pitcher is solely permitted within the context of the contents of the pitcher being poured into multiple glasses.

An under-the-cap campaign is not permitted, unless the following conditions are met:

1.     Consumers cannot participate only by opening non-resealable packaging (bottles with caps, cans with lips), but can also participate via an alternative means, which is clearly communicated (e.g. visiting a website, etc.).

2.     The alternative for participation mentioned in paragraph 1 is reasonably proportionate to participation by means of purchasing and opening an alcoholic beverage in non-resealable packaging.

 

Article 2 – Abstinence
Advertising for alcoholic beverages may not portray abstinence from alcohol consumption or moderate alcohol consumption in a negative manner, nor may advertising for alcoholic beverages be derogative towards any non-alcoholic beverage.

 

Article 3 – Alcoholic Nature

Paragraph 1
Advertising for alcoholic beverages may not cause confusion as to the alcoholic nature and alcoholic percentage of the beverage.

Paragraph 2
Advertising for an alcoholic beverage, including its brand name, type name and packaging, may not create the impression that the beverage is a soft drink, lemonade or other non-alcoholic beverage.

 

Article 4 – Alcohol Percentage
Advertising for alcoholic beverages may not suggest that the alcohol percentage in itself is a favourable characteristic. Nor may it be suggested that risks diminish as the alcohol percentage decreases.

 

Article 5 – Good Taste and/or Decency
Advertising for alcoholic beverages may not be contrary to good taste or decency and may not prejudice human dignity or integrity.

CLAIMS

Article 6 – Claims
Advertising for alcoholic beverages may not:

Paragraph 1
refer to the uninhibiting effect of alcoholic beverages, such as reducing or removing feelings of anxiety and inner or social conflicts.

Paragraph 2
refer to the possible health benefits of consuming alcoholic beverages.

Paragraph 3
suggest that the consumption of alcoholic beverages will improve physical or mental performance.

Paragraph 4
suggest that the consumption of alcoholic beverages has a positive effect on sporting performance.

 

Article 7 – Professional Performance
Advertising for alcoholic beverages may not suggest that the consumption of alcoholic beverages has a positive effect on professional performance.

Explanation Article 7
People may not be displayed consuming alcoholic beverages at the workplace or if there is a direct connection to the workplace. If the setting is to be a working environment, it must be clear that the work has ended. An indirect connection is permitted – e.g. consuming alcoholic beverages at the end of the work day in an area other than the workplace, such as a canteen or recreational area.

 

Article 8 – Social and/or Sexual Success
Advertising for alcoholic beverages may not create the impression that a causal connection exists between the consumption of alcoholic beverages and achieving social and/or sexual success. Such impression of such a causal connection can also be be created by suggesting that alcohol is consumed without actually showing the alcoholic beverage or its consumption.

More in particular, communications as described in the explanation to Article 8 are prohibited (which list is not exhaustive).

Explanation Article 8

Social success
•     communications in which one or more individuals are portrayed in “before” and “after” situations, where one or more persons   evidently have inadequate social and/or interpersonal skills in the “before” situation and, after consumption of an alcoholic beverage, have such social and/or interpersonal skills in the “after” situation;

•     communications in which an individual receives a promotion at work as a result of alcohol or its consumption;

•     communications in which an individual clearly acquires improved social status as a result of alcohol or its consumption.

Sexual success
•     communications portraying a situation in a bar, discotheque or party, in which others are only willing to dance with the lead character in the communication after he or she has consumed an alcoholic beverage (and evidently did not want to before then);

•     communications in which individuals are portrayed in “before” and “after” situations, in which successfully flirting with or picking up someone in a catering establishment or obtaining sexual favours is shown to be a direct result of alcohol or its consumption;

•     communications in which an individual removes his or her clothes, adopts a more provocative stance or clearly makes his or her willingness to engage in sex known to either another person in the communication or to the viewer, in which this conduct is clearly a result of alcohol or its consumption;

•     communications in which a man removes all of his clothes or allows these to be removed or is completely naked, even if this is not clearly the result of alcohol or its consumption;

•     communications in which a woman removes her clothes or allows these to be removed until she is topless or completely naked, even  if this conduct is not clearly the result of alcohol or its consumption.

Note: In itself, portraying one or more individuals who are (already) socially or sexually successful does not violate Article 8 of the Advertising Code for Alcoholic Beverages.

 

VULNERABLE GROUPS

Article 9 – Pregnant Women
Advertising for alcoholic beverages may not specifically target pregnant women.

 

Article 10 – Minors
Advertising for alcoholic beverages may not specifically target minors. More in particular, communications as described in the explanation to Article 10 are prohibited.

Explanation Article 10
Prohibited advertising communications within the context of Article 10 of the Advertising Code for Alcoholic Beverages include, but are not limited to:

–       communications making use of teenage idols;

–       communications/promotions making use of promotional items – e.g. toy figures, stuffed animals, toy cars, games, stickers, buttons, football cards, beach toys or school-related items – in so far as these specifically target minors;

–       music specifically targeting teenagers that can be downloaded free of charge;

–       communications making use of music specifically targeting teenagers;

–       communications in which use is made of teenage language;

–       communications in which use is made of situations that refer to teenage behaviour: rebellious behaviour, an infatuation, school parties, finals;

–       communications in which Sinterklaas or Santa Claus is portrayed, in so far as these specifically target minors;

–       communications using design that is popular at such time among minors.

 

Article 11 – Minors
Advertising for alcoholic beverages may not portray individuals who are or appear to be evidently younger than 18. For advertising communications in which use is made of enacted situations with scripts and models hired by or on the instructions of the advertiser, no individuals who are or who evidently appear to be younger than 25 may be portrayed.

Explanation Article 11
On social network sites like Facebook and other sites with photographs showing individuals who have not been hired by the advertiser, in which the content of the site is managed by or on behalf of the advertiser and over which the advertiser has editorial control, the individuals portrayed must be 18 or older.

 

Article 12 – Minors
Advertising for alcoholic beverages may not suggest that the consumption of alcoholic beverages is a sign of maturity and that abstinence from consuming alcohol is a sign of immaturity.

 

Article 13 – Minors
Offering premiums or causing their offering to minors during catering industry promotions is prohibited.

 

HIGH RISK SITUATIONS

Article 14 – Risky Behaviour
Advertising for alcoholic beverages may not reflect situations that solicit or encourage risky, violent or aggressive behaviour.

Explanation Article 14
Communications may display risky behaviour to a certain extent, providing such risk is reasonably limited and the advertising communication does not promote copying the risky behaviour.

 

Article 15 – Drugs
Advertising for alcoholic beverages may not show any kind of acceptance of, association with or reference to illegal substances.

 

Article 16 – Events: Public Order
Advertising for alcoholic beverages within the context of events is prohibited if it must reasonably be suspected that this would be conducive to disturbance of the public order and/or disturbance of the relevant event.

 

Article 17 – Events: Risk of Personal Injury
Advertising for alcoholic beverages within the context of events is prohibited if it can reasonably be suspected that this would create a risk  of personal injury to participants and/or visitors.

 

Article 18 – Traffic

Paragraph 1
Advertising for alcoholic beverages may not create any connection between the consumption of alcoholic beverages and actively participating in traffic with any means of transport whatsoever.

Paragraph 2
When a commendation for alcoholic beverages is displayed on any means of transport, the means of transport must also display a clearly legible warning against active participation in traffic after consuming alcohol.

An exception is made for means of transport used to transport alcoholic beverages, such as lorries, tap equipment technicians and technical service vehicles for the catering industry.

 

SPECIFIC FORMS

Article 19 – Sports and Event Sponsoring

Paragraph 1
The brand name of an alcoholic beverage may be linked to an event.

Paragraph 2
Sponsoring may be displayed on physical carriers within the context of an event, provided that Articles 10, 16, 17, 21 and 30 are complied with.

Paragraph 3
Advertising within the context of an event by means of physical carriers is permitted, provided that Articles 10, 16, 17, 21 and 30 are complied with.

Paragraph 4
Regarding the content of the advertising communications used in paragraphs 1 through 3, all rules of this Code apply in the event of sports and event sponsoring.

 

Article 20 – Free Supply

Paragraph 1
With the exception of tasting activities in licensed shops and sampling during catering industry promotions, advertising is prohibited in which alcoholic beverages are supplied to private consumers free of charge or for less than half of the regular sales price of the alcoholic beverage by a member of the industry or with the active participation of a member of the industry.

Paragraph 2
The value of a premium offered may not be more than half of the total value of the purchased product including the premium acquired.

Explanation Article 20
For paragraph 1, this means that the discount may be no more than 50% of the regular sales price. The word “free” or its synonyms (e.g. “gift” or “treat”) may not be used in the communication.

For grocery packages and prizes in contests and/or promotions, no alcoholic beverages may be given away either, even if the word “free” or any one of its synonyms are not used.

 

CARRIER (MEDIUM)

Article 21 – Minors: events
Advertising for alcoholic beverages of in any form whatsoever may not reach an audience comprised for more than twenty-five     percent (25%) of minors. The reach is determined over a representative measurement period that is determined based on the specific circumstances of the case (including the location, the medium, the impact and the proportionality) and using reach figures that are as objective as possible.

The standard for determining the reach of advertising communications is the reach survey generally accepted in the market or, if this is unavailable, other sound and representative proof.

The visitor figures apply as the standard for the reach of events. The burden of proof in respect of the reach is borne by the advertiser, who must base such proof on viewer or listener figures generally accepted in the market or other sound and representative proof. For websites and their pages, the user profile must be made plausible.

Article 21 does not apply to advertising communications that are part of the regular street scene or to incidental situations that cannot     be influenced by the advertiser. The regular street scene is understood to include all situations that can be reasonably expected in the street scene and that are also permitted pursuant to this Code, for example lightboxes depicting the brands sold or on tap on the building fronts of bars and/or restaurants, and advertising on bus shelters. Incidental situations are situations of a one-off nature, for example

a Sinterklaas parade in part of a city centre or village, but also, for example, a situation in which a promotional team is moving from one catering establishment to another without actively advertising and accidentally encounters a group of minors.

Explanation Article 21
More in particular, communications that are part of the regular street scene include, but are not limited to, communications in which the brand name and/or logo is depicted on items such as coasters, tap handles, parasols, flags, bartender clothing and/or banners that may reasonably be expected at a point of sale or mobile tap during events or fairs for the purpose of identifying the product and brand.

 

Article 22 – Minors: radio and tv
Advertising for alcoholic beverages may not be broadcast on radio or television immediately prior to, during or immediately after programmes that are heard or viewed for more than twenty-five percent (25%) by minors, according to viewer or listener figures generally accepted in the market.

 

Article 23 – Minors: youth channels

Paragraph 1
Advertising for alcoholic beverages is prohibited on youth broadcasting stations.

Paragraph 2
Advertising for alcoholic beverages is prohibited in magazines that specifically target minors.

Paragraph 3
Advertising for alcoholic beverages is prohibited on websites that specifically target minors.

 

Article 24 – Active Internet Marketing

Paragraph 1 – Additional Effect
In addition to the provisions of the Dutch Advertising Code, the provisions of this article apply to active Internet marketing.

Paragraph 2 – Age Indication in Image Advertising via the Internet
Advertising originating with the advertiser that is wholly or partially compiled of still or moving images and that is intended for distribution via the Internet, by the advertiser or otherwise, must clearly display the educational slogan referred to in Article 33(2).

Paragraph 3 – Communications on an Internet Platform Controlled by the Advertiser
a)  Advertising placed on an Internet platform controlled to some extent by the advertiser must satisfy the Dutch Advertising Code irrespective of the party placing it.

b)  If a party other than the advertiser places advertising on the aforementioned platform:

– the advertiser must also, in addition to paragraph 3(a), have ascertained that the person placing the advertising is at least 18, unless:

– this person must have stated that he or she is at least 18.

c)  If the statement referred to in paragraph 3(b), second dash, is lacking and/or in case there is doubt as to whether the person is at least 18, the advertiser shall ensure that this person cannot place communications. If no selection or access control is possible in respect of    an Interne platform, the advertiser must indicate at a clearly observable spot that the content of and placing on that Internet platform is meant exclusively for persons who are at least 18.

Paragraph 4 – Communications Distributed by the Advertiser
With active Internet marketing in which the recipient can be selected, including but not limited to advertising via email, posts on a social media account of a party other than the advertiser or direct marketing based on digital profiles linked to a cookie:
a)       a minimum age of 18 must be applied as effective selection criterion, or another selection criterion must be applied from which this minimum age ensues, unless

b)       the recipient has stated to be at least 18.

c)       If the statement referred to in paragraph 4(b) is lacking, the advertiser shall ensure that no more than 25% minors are reached as provided in Article 21.

Paragraph 5
Before making advertising comprised of placing or responding to a communication on a social media account other than that of the advertiser, the advertiser must have ascertained that the owner of that social media account is at least 18. If this has not proven to be the case or if it is impossible to do so, placing a communication is prohibited.

Explanation Article 24
“Liking” the advertiser on any post, status, photograph or other communication by third parties or “re-tweeting” is currently prohibited for that reason unless it can be demonstrated that the owner of the relevant social media account is at least 18. For example, the account may be the official account of a company or a well-known natural person. If a natural person is involved who is not well-known, the advertiser must be reasonably able to determine, using information on his profile page, that the person involved is 18 or older.

Note: obviously, the rules based on legislation and regulations within the context of privacy and the protection of personal data (as currently laid down in the Personal Data Protection Act, the Telecommunications Act and the Distribution of Advertising by e-mail Code, among others) apply as well, including the consent requirement, drawing attention to and providing the option of unsubscribing, and the information obligations, to the extent applicable.

 

Article 25 – Websites
With websites where the brand name or trade name of the alcoholic beverage is part of the domain name, visitors must be asked via an age check on the home page or prior to the first page on the website being visited whether they are 18 or older. The age check must at least consist of entering or clicking on the visitor’s date of birth (day/month/year). Access to the website (or page if the visitor is directed there) may only be provided if the visitor has indicated that he or she is at least 18 at the time of the age check.

 

Article 26 – Catering Industry Promotions

Paragraph 1
The commendation of alcoholic beverages by catering industry promotional teams may not target minors. Commendation in this manner is prohibited at locations where more than twenty-five percent (25%) of the audience at that time consists of minors.

Paragraph 2
During catering industry promotions, alcoholic beverages may not be offered free of charge.

Paragraph 3
During catering industry promotions, selling alcoholic beverages for less than half of their regular sales price is prohibited. In addition, no more than one beverage may be offered to each client at a discount.

Paragraph 4
Sampling may be organised during catering industry promotions.

Paragraph 5
Catering industry promotions must be performed by individuals who are at least 18.

Explanation Article 26
If a catering industry promotion has the form of a sampling then:

–       the sampling may only be held in catering establishments with an Alcohol and Catering Industry licence or at events for which an exemption has been granted within the context of Article 35 of the Alcohol Licensing and Catering Act;

–       sample servings may only be used of 2 cl for distilled spirits, 5 cl for wine and 7.5 cl for beer and cider;

–       each individual may only be allowed to taste a maximum of one unit of one brand of an alcoholic beverage. If multiple variations of one brand are being promoted during a promotional activity, each individual may taste a total of at most three units. If multiple brands of one type are being promoted during a promotional activity, each individual may taste a total of at most three units. If multiple types are being promoted during a promotional activity, each individual may taste a total of at most three units. All of the alcoholic beverages to be tasted must be different in these cases;

–       beer, wine and distilled spirits may not be tasted together;

– all members of the promotional team, dressed in the look & feel of the alcohol brand if desired, must be at least 18.

 

Article 27 – Sampling in a Licensed Shop

Paragraph 1
Sampling alcoholic beverages in a licensed shop is permitted pursuant to Article 13 of the Alcohol Licensing and Catering Act. In addition to the statutory conditions, the conditions below in paragraphs 2 and 3 apply.

Paragraph 2
Promotional teams are explicitly prohibited from allowing consumers to taste in a licensed shop.

Paragraph 3
Promotional teams, dressed in the look & feel of the alcohol brand if desired, may – if the relevant licensed shop-owner has granted permission – be present in a licensed shop to give product information and to draw attention to the sampling. These promotional activities must be performed by individuals who are at least 18.

 

Article 28 – Outdoor Advertising and Cinema Advertising

Paragraph 1
Advertising for alcoholic beverages is prohibited on billboards, on scaffolding banners, in bus shelters and on multi-purpose advertising installations located within the sight of rehab clinics or educational institutions of which the majority of the visitors are minors and when located along motorways or other roads outside of built-up areas.

Paragraph 2
Advertising for alcoholic beverages may not be shown in cinema halls prior to children’s movies, family movies with a synchronised translation in Dutch or movies shown during a children’s matinee or in school viewings. In respect of all other movies: alcohol advertising may only be shown if no more than twenty-five percent (25%) of the audience are minors.

 

Article 29 – Expositions and Tours
Visiting an exposition or tour in a brewery / distillery / vineyard is prohibited for individuals under 18, unless:

1.     they are accompanied by an adult during the visit;

2.     the exposition or tour predominantly focuses on the production process and/or the craftsmanship and/or the affiliation with a town or region, and in which, therefore, less predominant focus is placed on commending alcoholic beverages;

3.     the consumption of alcoholic beverages on site must always be held in a location that is physically separated from the exposition    or tour area, with the exception of allowing the tasting of intermediate and/or finished products of the brewing / distillation / fermentation process in small amounts and as a manner of explanation. All applicable laws and rules, in particular those regarding the age limit for the supply of alcoholic beverages, must be observed.

 

SPECIFIC FORMS OF ADVERTISING

Article 30 – Sports

Paragraph 1
Advertising for alcoholic beverages may not be carried on the person of an individual sportsman or sports team.

Paragraph 2
Advertising for alcoholic beverages may not be carried on means of transport and/or attributes used by the sportsman or sports team when actively participating in sports.

Paragraph 3
Hiring athletes who actively participate in sports on the highest adult level (European or World Championships and Olympic Games) by or on behalf of the advertiser for radio, cinema and television commercials and printed communications is prohibited when use is made of enacted situations with scripts. Portraying these athletes on packaging and labels is also prohibited.

Paragraph 4
Packaging for alcoholic beverages may not portray active participation in sports.

Paragraph 5
Active participation in sports may be portrayed in advertising communications, but only to portray the context of celebrating the performance after the performance.

 

Article 31 – Trade Fairs
Participants in trade fairs are permitted to introduce their products to buyers during a trade fair. The conditions mentioned in Article 26 do not apply to this.

 

Article 32 – Tap Equipment
The members of the industry are prohibited from making professional tap equipment available free of charge or for a symbolic consideration at gatherings, events and festivities. events and festivities.

 

EDUCATIONAL SLOGAN

Article 33 – Educational Slogan

Paragraph 1
For advertising for alcoholic beverages broadcast on television, in cinemas, theatres and closed-circuit television, each communication must in any event carry the educational slogan referred to in paragraph 2, which must be clearly legible.

Paragraph 2
Every advertisement for alcoholic beverages must display an educational slogan: “Geen 18, geen alcohol” (“no alcohol under 18”). This slogan may be used in combination with “Geniet, maar drink met mate” (“Enjoy, but drink with moderation”).

Paragraph 3
For all printed advertising and for commercials for alcoholic beverages on websites and social network sites, each communication must in any event carry the educational slogan “Geen 18, geen alcohol” as referred to in paragraph 2. Communications displayed on the Internet that are no longer part of a current campaign are exempted.

For promotional advertising in the retail channel, a slogan other than that mentioned in paragraph 2 may be used. Prior to the first use of another slogan, permission must be obtained from the retail trade Code Contact and from STIVA.

Paragraph 4
Advertising communications for alcoholic beverages in the form of a banner must in any event carry the educational slogan “Geen 18,   geen alcohol” as referred to in paragraph 2. This does not apply to banners that are less than or equal to 120 pixels in width and 60 pixels in height.

Paragraph 5
For all forms of advertising mentioned in this article, guidelines for the display of the educational slogan can be found in the explanation.

Explanation Article 33
Displaying the educational slogan “Geen 18, geen alcohol” is mandatory for advertising for alcoholic beverages on television, in cinemas, in print and in commercials for on the Internet.

In assessing complaints about the use (or lack) of the new slogan the efforts that the advertiser does (or did) to match its operations to the new slogan will be taken into account.

The following guidelines apply:

Printed Communications
Type of Communication
The requirements for the use of the educational slogan “Geen 18, geen alcohol” and “Geniet, maar beverage met mate” apply to the following printed communications: advertising in newspapers, magazines, flyers and posters, including billboards, scaffolding banners, bus shelters and multi-purpose advertising installations) with the focus on an alcoholic beverage, or brand or manufacturer thereof.

 

Slogan Font
Arial Italic

 

Slogan Format
Dependent on the dimensions of the communication (width x height).

For paper sizes up to A5, the headline must be displayed in a size similar to the body text of the communication. For larger paper sizes, the following requirements apply to the font size of the slogan:

– A5 (210 x 148 mm): font size 9

– A4 (210 x 297 mm): font size 12

– A3 (420 x 297 mm): font size 16

– A2 (420 x 594 mm): font size 20

– A1 (841 x 594 mm): font size 24

– A0 (841 x 1189 mm): font size 30

– bus shelter/multi-purpose advertising installations (1160 x 1710 mm): font size 150

 

For deviating paper sizes larger than A4, the font size of the slogan is determined based on which paper size is the closest to the aforementioned standard sizes.

 

Slogan Position
The slogan must be sufficiently isolated as compared to the typeset body text and positioned horizontally, so that it draws sufficient attention.

 

Slogan Layout
The slogan must clearly contrast with the background colour, making use of positive (black) and negative (white) as much as possible.

Television, Cinema and Internet Commercials Slogan font
Arial Italic

 

Slogan font size
If the screen ratio is 16:9 – standard broadband ratio – the educational slogan must be displayed in font size 26.

 

Slogan Duration
The slogan must be on screen for at least five seconds. Tag-ons and tag-forwards must also display the educational slogan for  five seconds. If the tag-on or tag-forward is shorter than five seconds, the slogan must be displayed for the entire duration of the communication.

 

Slogan position
The slogan must be displayed horizontally at the bottom of the screen, in the title save area.

 

Slogan Layout
The slogan must clearly contrast with the background colour, making use of positive (black) and negative (white) as much as possible.

 

Slogan Timing
The slogan may not be displayed simultaneously with a pack-shot, disclaimer or pay-off. The slogan must furthermore be sufficiently isolated as compared to the typeset body text so that it draws sufficient attention.

 

Internet Banners
Type of Communication
The requirements for the use of the educational slogan “Geen 18, geen alcohol” and “Geniet, maar beverage met mate” apply to all types of banners. This does not apply to banners that are less than or equal to 120 pixels in width and 60 pixels in height.

 

Slogan Font
Arial Italic

 

Slogan Format
Font size 11

 

Slogan Position
The slogan must be sufficiently isolated as compared to the typeset body text and positioned horizontally, so that it draws sufficient attention.

 

Slogan Layout
The slogan must clearly contrast with the background colour, making use of positive (black) and negative (white) as much as possible.

 

Clause 34 – Retail and Catering Industry Alert
If the packaging of alcoholic beverages has been found to violate the Advertising Code for Alcoholic Beverages by means of an irrevocable ruling of the Advertising Code Committee, STIVA will take the following measures:

1)     Contact the manufacturer

2)     Contact the importer (if applicable)

3)     If the ruling is not complied with, STIVA may issue a “retail alert”. This means that STIVA will warn the relevant industry organisations for supermarkets, licensed shops and the catering industry that the relevant packaging violates the Advertising Code for Alcoholic Beverages.

 

Entry into force
This Code enters into force as from 1 January 2014.

A transition period of 3 months applies to articles 1, 8, 14, 19, 24, 27 and 30. This period ends on 1 April 2014. A transition period of 6 months applies to article 34. This period ends on 1 July 2014.