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Advertising may not give the impression
that alcohol consumption contributes to
social or sexual success.
At this point, especially influencers and
anyone who uses a similar way of marketing
should pay attention. The concept of adver-
tising is not limited to traditional media such
as press or television but on the contrary, it
permeates all means of communication whe-
re a particular product is promoted. If an in-
fluencer praises the advantages of a certain
alcoholic beverage in his post, he must make
sure his stories or behavior do not show that
he achieved his social or sexual success thanks
to alcohol.

Advertising may not claim that the alco-
hol in the drink has healing properties or
a stimulating or calming effect or even that
it is a means of solving personal problems,
even if it is true!
If you get carried away by the story of an ad-
vertising video, it could happen that the spot
exceeds these limits. More than ten years ago, a fitting example of violating this particular re-
there was an advertisement on TV screens in striction.
which the disgraced protagonist complained: From the described restrictions of the cam-
„When it rains and the world seems to be a bad paigns, it is clear that it is not very easy to
place, a girl breaks up with you and the second be fully aware and understand all details in
one too and you don‘t want to do anything, the regulation of alcohol advertising and the
you need someone or something to hold you. legislator did not make the situation much
A friend.” After this litany, the actor drank and easier for us with its austerity. Some countries
confirmed that his friend was alcohol. The ne- ban the advertising of alcohol between 6 am
gative reactions came soon and the Council and 10 pm, other countries have resorted to
for Radio and Television Broadcasting charged a comprehensive restriction on audiovisual
the Prague s.r.o. agency a fine of CZK 100,000 commercial communications and sponsorship
for violating the law on advertising. of alcoholic beverages, while many require al-
cohol-related warnings or a ban to display al-
Advertising may not emphasize the al- cohol advertising to any living being.
cohol content as a positive feature of the
drink So how do you draw attention to a pro-
This last restriction on alcohol advertising is duct containing ethanol without finding
not something entrepreneurs would be bla- yourself outside the law?
med for too often in practice. The reason is You can look for the answer, for example,
probably the fact that marketing which high- through Public Relations. Thus, although the
lights alcohol content does not make much producer alone cannot freely advertise the
sense and it would be difficult to come up with miraculous properties of his wine, which cures
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