Italian Alcohol Advertising Regulation and Enforcement

In European countries alcohol advertising is regulated by two channels: The law and self-regulation. At present in Italy both control systems exist, even if in reality only the self-code works. After a debate that lasted for more than ten years the recent law on alcohol (2001) has not introduced significant innovations. Meanwhile, alcohol advertising has become more and more aggressive. Nowadays alcohol advertising is forbidden only in a few situations: TV programs devoted to children, on TV from 4 p.m. to 7 p.m for spirits ads, and in environments mainly attended by underage people. Otherwise alcohol advertising should respect the restrictions indicated in the self-regulation code. These limitations regard only the contents of the advertising. The article examines how content regulations on Italian alcohol advertising and promotion work in different media channels (TV, radio, magazines, billboards, environments attended by adolescents). The Italian self-regulation code and other laws are described, along with the complaint procedures. Content control in alcohol advertising does not seem to work because the rules are formulated in vague terms and therefore are open to various interpretations. Thus it is too difficult to decide what is or what it is not inducing the “audience to think that use of alcoholic drinks increases clearness of mind, physical and sexual health,” or that the message is addressed to minors. Although research on effects of advertising on alcohol consumption does not show clear results, following the Council of the European Union Recommendation (2001), contents regulation should be much more restricted to ensure that alcoholic beverages are not designed or promoted to appeal to children and adolescents. There remains the more radical alternative, namely, to forbid alcohol advertising, at least on TV networks.