The Knesset plenum is due to pass a private member's bill by MK Danny Danon (Likud) which bans alcohol advertising on billboards and buses in its second and third readings today. The bill also restricts alcohol advertisements to media that only targets adults.
The law stipulates that alcohol advertisements can only mention the brand, its external shape, and the place to buy it. "Sending only practical information without praising alcohol that will target adults, not adolescents," said Danon in explaining the rationale for his bill.
The law also bans alcohol advertisements by role models, sports icons, and models. "Preventing advertising will contribute to the soundness of the State of Israel. Alcohol involves great dangers to Israeli society, and creates dangerous drinking habits at an early age," he added.
A study by the Knesset Research and Information Center found that 60% of Israeli youths drink alcohol. Israel is ranked second in Europe in the prevalence of drinking alcohol by 11-year olds - 19%. "When one in every five Grade 5 children drink alcohol, this is a plague that requires immediate root canal treatment. This law is a revolution in advertising and fight against alcohol," said Danon.
Published by Globes [online], Israel business news - www.globes-online.com - on January 23, 2012
© Copyright of Globes Publisher Itonut (1983) Ltd. 2012