Alcohol advertising rule changes

04 May 2006

Today, the Committee of Advertising Practice (CAP) has announced that it has changed the rules for non-broadcast advertisements for alcoholic drinks.

Demonstrating the benefits that having a one-stop shop for advertising regulation can bring, CAP has introduced a new rule on health, diet and nutritional claims in alcohol ads. A similar rule for alcohol ads appearing on television or radio was announced by CAP's broadcast equivalent - the Broadcast Committee of Advertising Practice - last month. All alcohol ads appearing from 3 July 2006, whether they are in non-broadcast media or on television or radio, will need to comply with the new rule.

Under the new rule, factual information about an alcoholic drink's contents may be given but advertisers cannot make any type of health, fitness or weight control claim. Advertisers should not imply that an alcoholic drink can be a source of nourishment or suitable as part of an exercise, fitness or weight control regime.  If an alcohol brand name implies a diet or health claim, advertisements for that product have to make clear that the product is not suitable for diet or health purposes.

Also CAP has changed the wording of the rule restricting suggestions that alcohol has therapeutic qualities so that it is harmonised with the requirements stated in the television and radio advertising codes. 

CAP Chairman Andrew Brown said "Revising the rules for the advertising of alcoholic drinks was one of the first challenges given to the new one-stop shop for advertising regulation. The introduction of this new rule concludes the review of all the alcohol advertising rules and highlights the benefits that the new system has brought. We now have clear, consistent rules for the advertising of alcoholic products across all media. This will mean that advertisers and agencies will know exactly what is acceptable in alcohol ads, wherever they appear."
Click here to view the new alcohol rules.