Worship of the body

For those of us working with advertisers and agencies that work with adult beverages, there is a strong familiarity with the self-imposed guidelines of the manufacturers to reach the 21+ age group. This requirement aimed at protecting younger viewers makes sense to almost everyone who deals with the U.S. market.

However, a recent article from Advertising Age notes recent parliamentary action in some European countries that are working to ban the so-called “body worship” category. In Spain beauty and hygiene is the third largest spender in television advertising, accounting for over $700 million in airtime in 2008. As you can imagine, all advertisers in this category are waiting anxiously the results of challenges that will come with these bans.

Have a look at the entire article at Advertising Age.