Hollywood stars hoping to bring in a little extra coin by appearing in liquor ads should steer clear of the U.K.
Watchdogs there have ordered liquor companies not to equate drinking alcohol with sex.
The new Committee of Advertising Practise (CAP) code declares that “links must not be made between alcohol and seduction, sexual activity or sexual success” nor “imply that alcohol can enhance attractiveness, masculinity or femininity.”
Under the new rules, Vinnie Jones‘ fiesta-style Bacardi ads, George Clooney‘s Martini ads and Brad Pitt‘s Heineken ads are unlikely to have passed muster.
The new rules aim to help curb underage and irresponsible or binge drinking, which has become an increasing blight and something of a political football in recent years.
The guidelines have upset ad bizzers who know sex still sells.
“The watchdog makes some very understandable rulings to encourage sensible drinking, but we’re not sure they’re qualified to decide for the nation who’s sexy and who’s not” says John Halewood, owner of the Lambrini liquor label.
It seems that only “unattractive” men sporting beer guts and receding hairlines need apply for drink ads in the future.
Under pressure from the watchdogs, the attractive male model in Lambrini’s summer ad campaign has been replaced by an older, balding man.