Wine Law

curiosity of minors and contribute for them to adopt moral values or habits incompatible with their minority condition; c) media planning shall consider such principle and, therefore, shall reflect the proper technical and ethical restrictions and caution. Accordingly, the advertisement may only be inserted in programming, publication or web site especially intended to persons of age. In case of any eventual difficulty to evaluate the prevailing public, a programming that better serves the purpose of protecting children and adolescents shall be adopted; d) 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 regarding responsible consumption should be observed by the advertisers. As a general rule, the advertising shall not induce, in any manner, to exaggerated or irresponsible consumption. Therefore, in view of such principle: a) any eventual appeal to sensuality shall not constitute the main content of the message; advertising models shall never be treated as 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;