Alcohol ad regulators can't be trusted: expertsJill Stark
HEALTH experts have slammed the alcohol industry's advertising code and demanded it be stripped of self-regulatory powers after complaints about a beer advertisement were dismissed.
The Australian Drug Foundation argued that a Toohey's New advertisement featuring huge, cartoon-like balloons dancing to the tune of Tom Jones' Help Yourself "looked as though it was filmed in Toyland". The foundation said the ad targeted children and promoted underage drinking.
Other complainants said the brightly coloured characters were reminiscent of the TV cartoon creation, Gumby.
But an industry-appointed panel has ruled that it did not breach the Australian Alcoholic Beverages Advertising Code, which states that alcohol ads must not appeal to children.
"The alcohol industry cannot be trusted to regulate its own advertising because it continues to produce advertisements targeting young people at a time when binge drinking is on the rise," said Geoff Munro, director of the ADF's community alcohol action network. "The Toohey's advert, which looks as though it's been filmed in Toyland, clearly does appeal to children."
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