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The renewed Advertising Code for Alcoholic beverages (RvA9 will come into force as from January 1st, 2014. Most striking is the change in the educational message. Because of the age limit increase from 16 to 18 years, this has obviously been changed. Furthermore the Article on digital marketing has been clarified. For articles 1, 8, 14, 19, 24, 27 and 30, a transitional period of 3 months is applicable. For articles 33 and 34 applies a transitional period of 6 months.

What are the most important amendments?

Article 1 has been extended with a description of what is meant by excessive consumption and which conditions are required for an under-the-cap action.

Article 8 has been detailed and specified, so that it has become clearer what is and what is not allowed when it concerns sexual success.

Article 14 has been clarified so that it is clear now what is and what is not allowed when it concerns risky behaviour. It is allowed to show some forms of behaviour with a certain degree of risk. The essence that advertisers may not incite clearly risky behaviour has been formulated much clearer now.

Article 24 has been clarified and formulated in a more practicable way. It is now much clearer what is and what is not allowed when it concerns digital marketing.

Article 33 has been amended, as we have taken leave from the educational message: “No 16? Not a drop” because of the new age limit.

Article 34 is a new article, in which it has been laid down that if the package is in breach of the Advertising Code for Alcoholic beverages (RvA), resellers (both in the catering industry and in retail) will be notified of this.

However, should you have any questions, feel free to contact STIVA

 

General

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Divers

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