Brazilian alcoholic drinks firms must find new ways of advertising their wares after the nation’s ad council decided to outlaw the use of sex.

Under new guidelines, radio, magazine and TV ads for alcoholic drinks must not employ erotic content – a blow for drinks companies, whose commercials routinely feature scantily clad women. The new code also outlaws the use of animated characters.

Due to come into force within three months, the rules have been introduced to combat underage drinking. They are also part of the self-regulatory ad council’s attempts to pre-empt legislation banning all alcohol ads. The drinks industry is expected to comply with the new code.

Data sourced from: The Wall Street Journal Online; additional content by WARC staff