Risky situations

Advertising messages for alcoholic beverages may not show situations that incite risky, violent or aggressive behaviour or that encourage this behaviour.

Explanation of Article 13

Messages may, to a certain extent, show risky behaviour, provided that this risk is reasonably limited and the advertising message does not incite to imitate this risky behaviour.

Nothing in the advertising message (words, actions, images) may associate drinking with dangerous behaviour or may encourage such behaviour.

Guidelines to Article 13 – Risky behaviour

Nothing in the advertising message (words, actions, images) may associate drinking with dangerous behaviour or may encourage such behaviour.

One can think of the following forms of risky behaviour (this list is not exhaustive):

• Paragliding
• Parasailing
• Do parachuting
• Mountain or rock climbing
• Fencing
• Gliding
• Abseiling
• Whitewater kayaking
• Bungee jumping
• Car racing
• Motorcycle racing