Following growing concerns about alcohol advertising near schools, The Outdoor Media Association (OMA) reiterates its member agreement.

After an announcement made earlier this year, the OMA confirms that its members will limit alcohol advertising on fixed signs near primary and secondary schools as part of the industry’s commitment to responsible advertising.

The board of the OMA voted unanimously to adopt a formal policy, binding all members to follow new guidelines relating to the advertising of any alcohol products.

The policy, to come into effect by 31 March 2009, requires outdoor media operators to limit the advertising of alcohol products on fixed inventory located within a 150-metre sight line of a school.

This was not referenced in research released yesterday by the NSW Centre for Overweight and Obesity which raised concerns about alcohol advertising around schools.

OMA Chief Executive Officer Helen Willoughby said a number of members already had systems in place to restrict alcohol advertising around schools.

“Some of our members already have management systems that block bookings of alcohol products around schools,” Ms Willoughby said.

“This new policy will establish the practice across the entire industry, reducing the risk of alcohol advertisements inadvertently targeting young people who are not of a legal drinking age.”