Alcohol ad ban is hard to swallow

World Brief

RIO DE JANEIRO — Brazilian broadcasters are in a froth over a presidential order that would ban alcohol advertising on TV and radio between 6 a.m. and 10 p.m.

The order, from Health Minister Humberto Costa, must be approved by the lower house of Congress and the Senate.

However, broadcasters, beverage companies and advertising agencies are lobbying hard against it.

Roberto Duailibi, a partner at local agency DPZ, says companies spend around 300 million reais ($100 million) on alcohol advertising a year, including sponsoring televised soccer games.

“The matches air during the afternoon, when kids and teens are watching TV,” a spokesman for the Health Ministry told Variety.

— Marcelo Cajueiro

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