China Prohibits Advertising of Alcoholic Drinks

China Prohibits Advertising of Alcoholic Drinks
Nine out of the more than 20 national Chinese television networks (CCTV) will not air TV commercials that advertise beer, wine, or any other type of alcoholic drink, according to He Haiming, vice-director of CCTV's advertising operations and management center, as told to the Beijing Today newspaper.
Moreover, alcoholic drink brands tend to promote a sexy image to its target audience and consumers. One way or the other, most of these brands turn sex into the main protagonist of their advertising campaigns. www.marketingdirecto.com
Alcoholism continues to be a burden of society persuading teenagers to fall into it. The average age of when teenagers begin drinking is 13.7. According to Alcoholics Anonymous, abusive alcohol consumerist behavior has increased addiction among the new generation. Alcohol places first in the drug ranking; 81.2 percent of teenagers between the ages of 14 and 18 are usually wasted. www.alcoholicos-anonimos.org
The promotion of alcoholic drinks is a controversial and very debated subject matter when it comes to legislation that regulates advertising. Ad prohibition of alcohol is justified by the legislator in the name of public health and social security with the aims of preventing abusive consumerist behavior.
Alcohol abuse generates more health problems than do drugs. The Spanish Government has therefore invested more than 22 million euros in programs against drugs and alcohol.
There have been various ad campaigns against alcohol consumption with some of the following slogans: “alcohol fills up empty spaces”, “talk with your children, information is prevention”, “drink with moderation, it is your responsibility”, and, “enjoy responsible consumption”. These initiatives are examples of how to invigorate and promote good behavior against abusive alcohol consumption.

According to a study conducted by the University of Heidel (Germany) and Standford University (The United States), since women develop neural paralysis at a faster pace, alcohol consumption is more prevalent among women than among men.
On another note, has it been noticed that advertising campaigns tend to increase alcohol consumerism rather than reduce it? Alcohol is probably one of the most vicious attacks that society has had to endure. Even though its consequences spread throughout all social classes, its main victims are ateenagers; that delicate portion of society that represents a possible hope for a better future. (Translated by Gianna A. Sanchez Moretti).

Author and journalist Clemente Ferrer has led a distinguished career in Spain in the fields of publicity and press relations. He is currently President of the European Institute of Marketing.
clementeferrer3@gmail.com