Less sex for beer ads

Brazil advertising should 'avoid the use of eroticism'

Sept 17, 2003 - Brazil's independent advertising industry regulator Conar's new guidelines that declare that ads for alcoholic drinks should "avoid the use of eroticism" may put many buxom bikini babes out of the beer business.


The new restrictions, which go into effect in three months, stipulate beer and wine ads run between 6 a.m. and 9:30 p.m. should also avoid any symbols that might be attractive to youngsters, such as cartoon characters.

Advertsing for alcoholic drinks are required to feature people, "who are and seem older than 25 years of age," a move which could prove to be a blow to young models whose careers are frequently launched by an appearance in a bikini while promoting beer.

The world's fifth-largest brewer Companhia de Bebidas das Americas, better known as AmBev, and rival Kaiser, which is owned by Canada's Molson Inc, routinely bombard Brazilians with ads featuring scantily-clad women and quirky cartoon mascots to promote their beers. Both decline to comment on the new regulations.

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