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Alcoholcode

Educational slogan

Paragraph 1
In the case of advertising messages for alcoholic beverages that are broadcasted on television, in cinemas, theatres and closed-circuit television, every broadcast shall in any case contain the – clearly visible – educational slogan mentioned in paragraph 2.

Paragraph 2
Every advertising message for an alcoholic beverage should show an educational slogan ‘Geen 18, geen alcohol’. This slogan can be used in combination with ‘Geniet, maar drink met mate’.

Paragraph 3
All printed advertising messages as well as commercials for alcoholic beverages on internet sites and social network sites shall at least contain the educational slogan ‘Geen 18, geen alcohol’, such as mentioned in paragraph 2. Excluded are messages that are portrayed on the internet and that are no longer part of a current campaign.

For the purpose of promotional advertising in the retail channel, another slogan can be used than the educational slogan mentioned in paragraph 2. Before the first use of another slogan, permission should be obtained from the Code Contact Person for the retail trade and STIVA.

Paragraph 4
All advertising messages for alcoholic beverages in banner form should at least be provided with the educational slogan ‘Geen 18, geen alcohol’, such as mentioned in paragraph 2. This does not apply to banners equal to or smaller than 120 pixels wide and 60 pixels high.

Paragraph 5
Directives for showing the educational slogan in all forms of advertising mentioned in this article are included in the explanation of this article.

Explanation of Article 33
Showing the educational slogan ‘Geen 18, geen alcohol’ is obligatory in advertisements for alcoholic beverages broadcasted on television, in cinemas, in printed advertisements and in commercials on the internet. Here the following guidelines apply:

Printed advertising messages
Type of messages

The requirements for the use of the educational slogans ‘Geen 18, geen alcohol’ and ‘Geniet, maar drink met mate’ apply to the following printed advertising messages: advertising messages in newspapers, magazines, flyers and posters (including billboards, swanks, bus shelters and illuminated street advertising columns) in which an alcoholic beverage, brand or producer is the central point of attention.

Font of the slogan

Arial italic

Type size of the slogan

The size of the font depends on the size of the advertising message (width x height).

Should the paper size be smaller than A5, then the headline shall be of similar size as the body text of the advertisement. In case of a larger paper size, the following requirements for the type size of the slogan are applicable:

– A5 (210 x 148 mm): type size 9

– A4 (210 x 297 mm): type size 12

– A3 (420 x 297 mm): type size 16

– A2 (420 x 594 mm): type size 20

– A1 (841 x 594 mm): type size 24

– A0 (841 x 1189 mm): type size 30

– Bus shelters/Illuminated street advertising columns (1160 x 1710 mm): type size 150

In case of other paper sizes which are larger than A4, the type size of the slogan shall be defined by comparing the paper size with the closest standard size mentioned above.

Place of the slogan

The slogan has to be placed sufficiently separated from the laid-out body text and in a horizontal direction, so as to attract sufficient attention.

Lay-out of the slogan

The slogan shall be clearly distinguishable against the background colour with as much positive (black) and negative (white) as possible.

Commercials on TV, in cinemas and on the internet

Slogan

Font of the slogan

Arial italic

Type size of the slogan

If the screen ratio is 16:9, which is the standard wide-screen ratio, the type size of the educational slogan shall be 26.

Duration of the slogan

The slogan shall be visible for at least 5 seconds. In tag-ons and tag-forwards the educational slogan shall be visible for 5 seconds as well. If the tag-on or tag-forward is shorter than 5 seconds, then the slogan has to be visible for the entire duration of the message.

Place of the slogan

The slogan shall be placed horizontally at the bottom of the screen in the ‘title safe area’ (or ‘text safe’).

Lay-out of the slogan

The slogan shall be clearly distinguishable from the background colour with as much positive (black) or negative (white) as possible.

Timing of the slogan

The slogan shall not be visible simultaneously with a pack-shot, disclaimer or pay-off. Furthermore, the slogan has to be placed sufficiently separated from the laid-out body text, so as to attract sufficient attention.

Banners on the internet

Type of messages

The requirements for the use of the educational slogans ‘Geen 18, geen alcohol’ and ‘Geniet, maar drink met mate’ apply to all types of banners. This does not apply to banners that are equal to or smaller than 120 pixels wide and 60 pixels high.

Font of the slogan

Arial italic

Type size of the slogan

Type size 11

Place of the slogan

The slogan shall be placed sufficiently separated from the laid-out body text and shall be placed horizontally, so as to attract sufficient attention.

Lay-out slogan

The slogan shall be clearly distinguishable from the background colour with as much positive (black) or negative (white) as possible