Wine Law

WINE PROMOTION 289 emphasis on high alcoholic content as being a positive quality of the beverages.” (art. 22). South America countries have adopted similar rules concerning the advertising of alcohol to the public in general. Brazil, for instance, has a special law 37 that states advertisers must be clear regarding the harmlessness of the consumption of the advertised product, as well as a limit on the broadcast timeframe between 9 p.m. and 6 a.m. in radio and television. However, Brazilian law only considers beverages with more than 13 Gay Lussac in alcohol 38 , which is the main reason allowing beer industries to patronage sports, like football events. The main Brazilian guide for alcohol advertisement is not the law, but the rules of the Brazilian Advertising Self-Regulation Council (CONAR) 39 , which classify alcohol beverages in three layers: “those usually taken during meals, and thus called meal beverages (like Beers, Wines); other alcoholic beverages, either fermented, distilled, rectified or obtained by mixture (usually served in doses) and the category of ices, coolers, alcohol pops, ready to drink, alternatives and similar, in which the alcoholic beverage is presented in a mixture with water, juice or soft drink.”. Wine advertisement must follow the principles establishes by CONAR’s rules, the first one dealing with protection to children and teenagers, who cannot be the advertisement’s target. Given such principle, the advertisers and agencies must adopt special caution in the preparation of their marketing strategies and in structuring their advertising messages, accordingly: a) children and teenagers shall not appear, in any manner, in the advertisements; any person appearing in the ad shall be and look older than 25; b) the advertisement shall be exclusively addressed to an adult public, and no indulgence regarding such principle shall be accepted. Accordingly, the advertisement’s content shall make clear that the product is improper for consumption by minors. Moreover, it shall not contain any language, expressions, graphic and audiovisual resources recognisably inherent to the infantile and juvenile’s universe, such as “humanised” animals, characters or animations that may call the attention or curiosity of minors 37 Law 9294/96, article 3(2). 38 Law 9294/96, article 1(1); Law Gay Lussac, corresponding to the volume of alcohol in 100ml, available i n https://simple.wikipedia.org/wiki/Alcohol_by_volume, accessed on 30 April 2020. 39 CONAR’s Board/ Resolution 01./08 - Annex A, available in http://www.conar.org.br/, accessed on 30 April 2020.