Alcohol advertising

Societal concerns about alcohol means that it is rarely out of the headlines. With these issues high on the political agenda close scrutiny has been given to those factors that may influence the amount of alcohol we consume.

Concerns about alcohol and the fact that it is an age-restricted product prompted the bodies that write the Advertising Codes to produce strict advertising regulations surrounding alcohol. Specific rules relating to alcohol have been in the advertising Codes for many years but they were significantly tightened by the advertising industry in 2005 in response to public concern about underage drinking and anti-social behaviour. The stringent rules are designed to ensure alcohol is advertised in a socially responsible way. The rules place a particular emphasis on protecting young people; alcohol ads must not be directed at people under 18 or contain anything that is likely to appeal to them by reflecting youth culture or by linking alcohol with irresponsible behaviour, social success or sexual attractiveness.

ASA investigations, pro-active monitoring of alcohol advertisements and ongoing advice, guidance and training for industry help to maintain high compliance rates with the robust rules. The last ASA alcohol compliance survey conducted in 2009 revealed 99.7% compliance with the Codes.

Further information on the rules surrounding alcohol advertisements can be found in the background briefings section.

Key ASA rulings involving alcohol advertisements can be found here:

WM Magners Ltd 

Wells & Young Brewing Company Ltd t/a Courage 

Wild Cape Liqueurs Ltd 

Coors Brewers Ltd 

Intercontinental Brands Ltd t/a Vodkat 

Alcohol (2010)

Written by Sally Ramsden