Wine Law

290 WINE LAW and contribute for them to adopt moral values or habits incompatible with their minority condition; c) media planning shall reflect the proper technical and ethical restrictions and caution, with the advertisement being only inserted in programming, publication or websites especially intended for adults. In case of any eventual difficulty to evaluate the prevailing public, a programme that better serves the purpose of protecting children and teenagers shall be adopted; and d) the websites of most products that fit into the category dealt with herein shall contain a provision for selective access, so as to prevent navigation by minors. Then, a second guide principle responsible consumption should be observed by the advertisers. As a general rule, advertising shall not induce, in any manner, to excessive or irresponsible consumption, and, therefore: a) any eventual appeal to sensuality shall not constitute the main content of the message; advertising models shall never be treated as a sexual object; b) there shall appear no scene, illustration, audio or video that presents or suggests ingestion of the product; c) there shall be no use of images, language or arguments that suggest that consumption of the product is an indication of maturity or that contributes to higher personal courage, professional or social success or provides more seduction power to consumers; d) whenever there is the support of the image of a famous person, the same provisions of item 2 “a”, “b”, “c” and “d” of Exhibit “Q” – Testimony, Certifications and Endorsements – shall be applicable; e) no arguments shall be used or situations shall be presented that may make consumption of the product to look like a challenge or despise those who do not drink; no image or text that may disdain consumption moderation shall ever be used; f) the advertisement shall not give the impression that the product is being recommended or suggested by virtue of its effect on the senses; g) specific references to the reduction of the alcoholic content of a product are acceptable, provided that there are no implications or conclusions concerning safety or quantity that may be consumed by virtue of such reduction; h) no positive association between product consumption and driving vehicles shall be made;