Page 325 - NEWNORMAL_ANIMATED

WINE AND LAW

In 2016, for example, advertising that en-
couraged the consumption of four beers in or-
der to obtain the fifth beer free of charge was
considered banned, precisely on the grounds
that it encourages immoderate use of alcohol.
By analogy, advertising for alcohol must not
negatively or cast ironic light on abstinence or
moderation.

Advertising may not be targeted to per-
sons under the legal age.
To make matters worse, the ad may not even
show people who appear to be under the le-
gal age nor may it use elements, resources or
events that attract underaged people. On the
contrary, the actual age of the protagonists
acting in the advertisement in question is
completely irrelevant.
Czech courts have assessed the boundaries
of advertising in which young girls appear, par-
ticipate in zorbing and put gelatin bears in an
alcoholic beverage and have concluded that
advertising of this type is inadmissible. In their
reasoning, they stated that the combination of
elements such as zorbing in conjunction with
the youthful appearance of advertising actors,
their behavior, the dynamic music used and in
particular, the manipulation of gelatin bears,
creates the impression of non-binding, play-
ful entertainment which is typical for children
and adolescents.

Advertising may not link alcohol con-
sumption to increased performance or be
used in connection with driving a vehicle.
The ban on combining alcohol with driving
The late Professor Milan Šamánek collaborated does not cause many troubles in practice but
with Znovín on his medical research for many no court has yet considered this complaint in
years; if he speaks on TV about health benefits of more detail. However, if you plan to display
wine, he only informs about socially important re- a car or other means of transportation in an
search. He can do it. The producer cannot. alcoholic beverage ad, you should always pay
more attention and consider whether the li-
to look for the most objective aspect so that mits of the advertising regulation law are met
legal certainty is maintained and it is clear and whether alcohol is not used during dri-
which advertising is permitted and which is ving or in connection with it. What is possible
not. in the movie is not allowed in advertising.
325