COMMUNICATIONS

CAP and BCAP code of advertising

Introduction

Advertising takes, these days, an importance and a significant range either in the field of economic activity, either as a privileged instrument of fostering competition, always beneficial to companies and their customers. For that reason they, it fit the advertising business as big market mover, as facilitator of their potential and their diversity and, in this perspective, as beneficial and positive activity in the process of development of a country vehicle (AlcoholPolicy.com, 2005).

In keeping with this goal, the advertising activity cannot and must be seen in a modern, developed society, as a lesser evil, which is tolerated but not encouraged, much less as a result of any state of necessity. However, the receptivity that benefits people's daily lives, whether it confers on the one hand, increased importance, leaves, moreover, cause a natural and progressive responsibility in perspective, equally deserving of attention, protection and consumer protection and their legitimate expectations (Carpenter, & Hasin, 1998).

Discussion

In fact, a responsible society can not also fail to predict and consider setting minimum standards, the absence of which, may consummate misleading or situations of consumer rights citizen would, in practice, misrepresenting itself and intrinsic merit of advertising activity. Without resorting to patronizing intentions and refusing even solutions protectionist nature, the new Code of Advertising seeks to balance and sense of reality, to reconcile the two approaches outlined, emphasizing its relevance and economic and social impact (Flory, Lynam, Milich, Leukefeld, & Clayton, 2004).

Enhancing the experience gained, the steps taken by national legislation and inputs collected from all those directly or indirectly engaged in this activity, the new legislation also contemplates desirable harmonization with EU legislation, including Directives n. 84/450/EEC and 89/552/EEC paragraphs and, as well, the European Convention on Television without Frontiers (Anderson, 2009).

Given the increasing importance has been given to advertising in the economic and social context, by virtue of their business and persuasiveness, some vendors have taken advantage of this ease of communication to overvalue their right to freedom of press and expression. Not infrequently convey subversive and aggressive advertising towards the community, overlapping your product or service to human dignity, fundamental principle of British law.

Why offend moral values ??and cause distortion in the decision-making capability of the consumer, advertising malpractice is abhorred by the national legal system. The aim is not only to punish the supporters of this consumerist practice, but mainly to protect the most vulnerable polo relationship: the consumer, which is why the law itself provides remedies for society and imposes restrictions and penalties for this type of advertising (Wagenaar, & Toomey, 2002).

In this sense, the present work intends to reflect on the significance of the advertising of alcoholic beverages, either for its social aspect, moral or legal, especially against the conflict of principles between the principle of human dignity and freedom of the press. It also proposes to analyze the phenomenon of exponential growth in the consumption of alcoholic beverages, especially among younger people, whose research questions the following questions: ...