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Guidelines for liquor advertising in sports programmes

These guidelines are intended to cover the promotion of liquor in sports programmes (including the coverage of sporting matters in factual programmes) and assist in the interpretation of Standard 11 Liquor Promotion in the BSA Free-to-Air Television Programme Code. The promotion of liquor in programme genres such as news, drama and entertainment (as well as sports) is regulated through Standard 11. 

Sports Programmes

 These programmes include live coverage and delayed coverage of sports events. These guidelines are intended to assist the owners, organisers, sponsors and broadcasters of such events in regulating the amount of promotion of liquor which may occur in any broadcast of the event or from the site of the event.

 1.1          Ground Signage

  • Broadcasters will take care that the incidental presentation of ground signage does not give the impression of saturation by liquor in the television coverage of an event.
  • If the only sponsor is a liquor brand/company/product then care needs to be taken so that the promotion of liquor does not overwhelm the depiction of the event on television.

 1.2          Product Promotion

  • Broadcasters showing interviews in a sports context such as a dressing room should avoid the deliberate or contrived exposure of liquor. The wearing of official team clothing including liquor sponsorship is allowed.
  • The moderate use of a celebratory drink or spraying champagne is acceptable practice.
  • Premeditated staging of athletes holding packaged liquor products for television should not be broadcast.

 1.3          Apparel

  • Broadcasters will respect the commercial arrangements made by sporting organisations and individual athletes, which are reflected in the apparel worn by players, administrators, coaches and other officials. As a result, sports programmes will broadcast events without intervention as long as the overall impact complies with the Liquor Promotion Standard in the BSA Free-to-Air Television Code and these guidelines.
  • Branded headwear is permitted provided it forms part of the official apparel.

 1.4          Changing Room, Warm-up Areas and Tunnel Signage

  • Changing room, warm-up areas and tunnel signage which appear on television may incorporate sponsorship logos.

 1.5          Backdrops for Tour/Event Announcements, Interviews and Presentations

  • Broadcasters will respect the commercial arrangements made by sporting organisations which are reflected in the backdrops for these events.
  • If the only sponsor is a liquor product/company then care needs to be taken to ensure that the promotion of liquor does not dominate the broadcast of the announcement/interview.

 Download the Guidelines for Promotion of Liquor in Sports Programmes here.