TRENT RADIO CONTENT CODE FOR BROADCAST CONTENT
DEALING WITH ALCOHOLIC BEVERAGES
Trent Radio adopts the Advertising Code for Alcoholic Beverages
as the Trent Radio code for content dealing with Alcoholic Beverages.
BoD August 1997
Content for alcoholic beverages shall not:
(a) attempt to influence non-drinkers of any age to drink or to
purchase alcoholic beverages;
(b) be directed at persons under the legal drinking age,
associate any such product with youth or youth symbols, or
portray persons under the legal drinking age or persons who
could reasonably be mistaken for such persons in a context
where any such product is being shown or promoted;
(c) portray the product in the context of, or in relation to, an
activity attractive primarily to people under the legal
drinking age;
(d) contain an endorsement of the product, personally or by
implication, either directly or indirectly, by any person,
character or group who is or is likely to be a role model for
minors because of a past or present position of public trust,
special achievement in any field of endeavour, association
with charities and/or advocacy activities benefiting
children, reputation or exposure in the mass media;
(e) attempt to establish the product as a status symbol, a
necessity for the enjoyment of life or an escape from life's
problems, or attempt to establish that consumption of the
product should take precedence over other activities;
(f) imply directly or indirectly that social acceptance, social
status, personal success, or business or athletic achievement
may be acquired, enhanced or reinforced through consumption
of the product;
(g) imply directly or indirectly that the presence or consumption
of alcohol is, in any way, essential to the enjoyment of an
activity or an event;
(h) portray any such product, or its consumption, in an
immoderate way;
(i) exaggerate the importance or effect of any aspect of the
product or its packaging;
(j) show or use language that suggests, in any way, product
misuse or product dependency, compulsive behaviour, urgency
of need or urgency of use;
(k) use imperative language to urge people to purchase or consume
the product;
(l) introduce the product in such a way or at such a time that it
may be associated with the operation of any vehicle or
conveyance requiring skill;
(m) introduce the product in such a way or at such a time as may
associate the product with any activity requiring a
significant degree of skill, care or mental alertness or
involving an obvious element of danger;
(n) contain inducements to prefer an alcoholic beverage because
of its higher alcohol content;
(o) refer to the feeling and effect caused by alcohol consumption
or show or convey the impression, by behaviour or
comportment, that the people depicted in the content are
under the influence of alcohol;
(p) portray persons with any such product in situations in which
the consumption of alcohol is prohibited; or
(q) contain scenes in which any such product is consumed, or that
give the impression, visually or in sound, that it is being
or has been consumed.
APPENDIX B INTERPRETATION OF THE BROADCAST CODE FOR ALCOHOLIC BEVERAGES
The following provisions do not form part of the Code. They are
intended solely to serve as guidelines for the interpretation of
the Code, and should not be considered as exhaustive or
comprehensive.
With reference to paragraph (a):
A content should not challenge or dare people to drink or to
try a particular alcoholic beverage.
In the event of a promotion, contest or premium offer, there
should be at least one clearly stated option that permits
participation without purchase of the product and without cost
to the participants. It should also be stated that
participation is limited to those who are of legal drinking age
in the province where the content is to be aired.
With reference to paragraph (b):
The content should be overtly directed to persons who are of
the legal drinking age in the province where the matter is
broadcast. No such content should depict, under any
circumstances, children, children's toys, children's clothing,
playground equipment, or wading pools. Objects that are
commonly used by children, but not considered childish when
used by adults (e.g. most sports equipment, Frisbees and
colouring pencils) may be depicted in such content. Mythical
or fairy tale characters appealing to children, such as Santa
Claus, the Tooth Fairy, the Easter Bunny or Hallowe'en
characters and symbols, should not be depicted in such content
under any circumstance.
With reference to paragraph (c):
The product should not be portrayed in the context of, or in
relation to, for example, a performance, event or activity
where the audience or the participants are expected to be
predominantly people under the legal drinking age or where the
television or film audiences of the featured performer(s)
consist predominantly of people under the legal drinking age.
With reference to paragraph (d):
Once established as a role model for minors, a person will be
considered to remain a role model for a period of 10 years from
the date of retirement from the activity.
With reference to paragraph (g):
Content should not suggest that the presence or consumption of
alcohol may create or contribute to an apparent change in mood,
atmosphere or environment, or that a social gathering,
celebration or any other activity is, or would be, incomplete
or unsatisfactory without the product. In the depiction of
alcoholic beverages as part of a celebration, content should
not imply or suggest that the presence or consumption of the
beverage, itself, is essential to the success of the activity.
It is acceptable to say that one alcoholic beverage is superior
in some way to any or all other similar alcoholic beverages,
but it is not acceptable to suggest or imply that it is
superior to any or all foods or non-alcoholic beverages.
With reference to paragraph (h):
Under this provision, content should not portray (i) an
unrealistic or excessive number of cases or containers or any
excessive volume of the product in a context where consumption
may reasonably be expected to occur; or (ii) any quantity of
containers or volume of the product in a context where the
number of individual standard servings represented exceeds or
may appear to exceed the number of individuals shown. This
provision does not prohibit depiction of the manufacturing,
warehousing, distribution or commercial storage of alcoholic
beverages.
With reference to paragraph (l):
Introduction of the product will be deemed to have occurred
upon the introduction of a flat label, jingle, musical
signature, logo, brand name, character or other symbol commonly
used to identify the product or its manufacturer. It is
unacceptable to suggest or imply that the product is or should
be consumed prior to or during operation of any vehicle or
conveyance or the riding of an animal. It is acceptable to
suggest or imply that consumption may occur after all operation
depicted in the broadcast has been clearly completed for the day.
It is also acceptable to suggest or imply that consumption may
occur (among passengers only) on an aircraft or vessel operated
by a professional crew.
With reference to paragraph (m):
Introduction of the product will be deemed to have occurred
upon the introduction of a flat label, jingle, musical
signature, logo, brand name, character or other symbol commonly
used to identify the product or its manufacturer. It is
unacceptable to suggest or imply that the product is or should
be consumed prior to or during any such activity. It is
acceptable to introduce the product after all such activity
depicted in the broadcast has been clearly completed for the day.
[end]
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