Alcoholcode

Minors

Advertising messages for alcoholic beverages shall not be aimed specifically at minors. More specifically the messages as described in the explanation of Article 10 are not permitted.

Explanation of Article 10

Forbidden advertising messages within the scope of Article 10 of the Advertising Code for Alcoholic Beverages (RvA) are particularly (this list is not exhaustive):

  • messages in which teenage idols are used;
  • messages/promotions in which promotional items are used (such as little dolls, cuddly toys, toy cars, games, stickers, buttons, soccer cards, beach toys or school-related articles) as far as these are specifically aimed at minors;
  • music that can be downloaded for free, specifically aimed at teenagers;
  • messages in which music is used that is specifically aimed at teenagers;
  • messages in which the specific language of young people is used;
  • messages that make use of situations that refer to teenage behaviour: puberty, adolescent infatuation, school parties, examinations;
  • messages in which Sinterklaas or Santa Claus is used as far as these are specifically aimed at minors;
  • messages that make use of any style that at that moment is fashionable amongst minors;
  • messages using names and/or images of zoos or amusement parks;
  • activations in which – directly linked to the sale of alcoholic beverages – entrance tickets or other items are given away from zoos or amusement parks;
  • offering premiums to minors during catering promotions;
  • replicating sports stadiums by means of alcoholic beverage packagings in the context of alcohol advertising;
  • in the context of alcohol advertising, building an arch of honour by means of packagings of alcoholic beverages at the entrance of a sales point for alcoholic beverages, under which every visitor who enters this sales point must pass;
  • in the context of alcohol advertising, using promotional displays with flashing illuminated elements, except insofar as these have a function in the context of providing information to consumers in the context of consumers making a purchasing decision;
  • using interactive (rolling) promotional displays in the context of alcohol advertising.