Código FEBE de autorregulación publicitaria
Chapter III. Deontological principles relating to advertising content
Article 8. REFERENCES TO CONSUMPTION
The advertising to which this Code applies:
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a) may highlight the pleasure of communication, conviviality or socialising associated with responsible consumption, but may never suggest that non- consumption is synonymous with immaturity, failure in social or working life or in business or that non-consumers are less accepted or are less successful than consumers;
b) may not reflect situations of sexual success or suggest that consumption may contribute towards professional success, may enhance sexual attractiveness or may help to overcome shyness;
c) may not show situations inferring that consumption contributes towards reducing or eliminating problems of social maladjustment, anxiety or internal conflicts and, in general, may never suggest that consumption in solitude helps to solve this type of problem;
d) may not show situations in which it may be inferred that consumption improves physical or mental efficiency;
e) may not attribute to beverages the possibility or preventing, treating or curing diseases or indicate that they have therapeutic properties, and may not be specifically aimed at persons undergoing medical treatment;
f) not show or be specifically aimed at pregnant women;
g) may not show images of women of a discriminatory or degrading nature or stereotypical female images that may encourage violence;
h) may not present situations of abusive consumption;
i) may not present a high alcoholic strength as a positive quality or allow it to be inferred that a low alcoholic strength justifies immoderate use;
j) may not show abstinence or moderate consumption in a negative light;
k) may not associate drinks with situations of violence, aggression, danger or antisocial behaviour;
l) may not associate consumption with carrying out a job which involves responsibility for third persons or a high-risk activity, or suggest that it has a positive effect on performance.
