Drinks marketing to tone down sexy image

Alcohol advertisements overflowing with sexy, successful young people sipping their favorite drink may soon be a thing of the past as industry representatives said yesterday that they will implement a self-monitoring system for campaigns which market beverages as a means of promoting more responsible drinking habits. Representatives from the country’s alcohol producers signed an agreement along with the Health Ministry to set up a regulatory authority. It will focus exclusively on issues relating to the alcoholic drinks are presented to the public, said Isidoros Revah, president of the Union of Alcoholic Drink Companies. The body will aim to stamp out advertisements with erotic images and that connect their product with underage drinking and professional and social success stories.