New rules for wine communication

The European wine industry has defined new standards for the commercial communication in matters related to wine, taking a strong stand against the excessive consumption of wine or sparkling wine, or its abuse.

The standards are based on the guidelines of the German advertising council on commercial communications for alcoholic beverages. There are eleven points in which advertisers undertake among other items that under-age persons may not be targeted or encouraged to drink wine. Advertising may also not create the impression that a low alcohol content of wine prevents abuse, or that the consumption of wine is essential to be socially accepted or socially successful. Naturally, advertising wine consumption in connection with driving, at the workplace or during pregnancy is prohibited.

Fortunately the standards provide that the rules do not apply to editorial media content as well as general information based on scientific results - which should go without saying in a democracy.

Contraventions can be taken as infractions of the guidelines of the German advertising council, and sanctions are provided for. All persons can contact the German advertising council with complaints. (wf/press release)