Wine Law

292 WINE LAW All in all, wine promotion using open media channels that can be reached by anyone should observe restrictions on its content, as well as on the media channel used to such transmission. The content should not induce irresponsible consumption, especially to minors and drivers, and, in the case of promotion linked to sports, it should be limited or banned altogether. The communication means used to advertise must also comply with controlled rules, i.e. the target audience, timeframes and warning phrases. Sanctions may be supported by the media, advertisement agencies or advertisers, usually starting with the suspension of the advertisement, but possibly going further, with the opportunity for the media service to form a response. Joint responsibility is possible in several jurisdictions, and collective damages can also be claimed against all. Nothing indicates that these rules will be removed or diluted in future, but a recent research result published at the Journal of Studies on Alcohol and Drugs / Supplement No. 19 concluded that “Despite issues of measurement and construct clarity within this body of literature, this review suggests that exposure to alcohol industry marketing may be important for understanding and reducing young peoples’ alcohol use behavior”. Future policies aimed at regulating alcohol marketing to a greater extent may have significant short- and long-term public health implications for reducing underage or problematic alcohol use among youth. 4. WINE PROMOTION RULES: MAIN ACCEPTABLE PRACTICES Once there is control over the people exposed to advertisements, the content and means used to promote wine could be more relaxed, even if there is no full freedom over the content. Limitation rules still apply, for instance, the use of children or teenagers in images, the social responsibilities regarding drinking and driving or providing alcohol to sensible consumers. A study on the wine consumer’s profile and market segmentation has brought useful results concerning Wine Intelligence 41 . It was commented by Thomas Pellechia, at Forbes Magazine on 2 December 2018 42 , in the biggest market of wine in the world – the USA, which has about 84 million wine drinkers. Quantitative data was collected online in October 2017, January 2018 and March 2018, from 41 Source : https://www.wineintelligence.com/downloads/us-portraits-2018/, accessed on 24 April 2020. 42 Source : https://www.forbes.com/sites/thomaspellechia/2018/12/02/84-million-u-s-wine-drinkers-fit- into-six-wine-buying-segments/#6351b2f33690, accessed on 24 April 2020.