The proposal to further limit time allocated to alcohol-related advertising on television will create unique opportunities for ad agencies, says radio advertising expert John Walls.
This week, Cabinet will reportedly discuss the tabled proposal to restrict the time for alcohol ads to between 22:00 and 06:00 on TV channels.
Currently, liquor companies can advertise their beverages on air from 17:00.
According to Walls, the ad industry will have to adapt to the evolving nature of creative communications, using more social media and digital productions.
Walls says that the alcohol industry has been anticipating stringent changes to advertising regulation.
The alcohol industry have known this for years, and have been making alternative plans to deal with it.— John Walls, Co-owner at Ultimate Media
He adds that traditional media owners should expect even less ad spend, as alcohol advertising moves online.
Listen to the full conversation: