The Ministerial Committee on Legislation on Monday approved the alcohol advertising bill, radically restricting the marketing of alcohol.
Should the bill pass its second and third readings in the Knesset, it will prevent alcoholic beverages from being advertised on television, through the radio, on newspapers that target children and teens and on public transportation.
The bill, which seeks to implement restrictions similar to those slapped on cigarette and tobacco advertising, will only allow the advertisement of alcohol in bars and cafés as well as on billboards.
The proposed measure will also curtail authorized alcohol ads by subjecting them to severe restrictions. Alcohol advertisements will no longer be allowed to feature any celebrity under the age of 40, or anyone sporting a uniform, swimsuit or other sportswear.
In addition, alcohol promotions will no longer include free gifts or raffles nor will they feature the distribution
of free alcoholic beverages, which will be required – just like cigarettes – to carry a warning label.
MK Sofa Landver (Yisrael Beiteinu), the bill's initiator, told Ynet that since "we have seen so many incidents in which alcohol contributed to violence among young people and since today's ads make alcohol look so tempting, I think its better we remove the temptation by placing restrictions upon them."