Article 14 – Risky behaviour
Advertising messages for alcoholic beverages may not show situations that incite risky, violent or aggressive behaviour or that encourage this behaviour.
Explanation of Article 14
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.
Guidelines to Article 14 – 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) :
- Kite surfing
- Do parachuting
- Mountain or rock climbing
- Whitewater kayaking
- Bungee jumping
- Car racing
- Motorcycle racing