Alcohol

Helpful information on the advertising rules for Alcohol ads, and examples of previous Advertising Standards Authority rulings in this area.

Alcohol advertising is often a sensitive topic. Societal concerns about alcohol, in particular problems such as binge and underage drinking, mean 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, and in response, the UK advertising rules for alcohol are amongst the strictest in the world.

The rules which apply to ads across all media 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. Any individuals that feature in alcohol ads must be 25 years of age or over, and look it. There are also strict controls around the placement of alcohol ads and they are currently banned from appearing in and around programmes targeted at audiences below the age of 18 and programmes likely to appeal particularly to this age group.

The more general rules in place to protect consumers of all ages include: not linking the consumption of alcohol to increased popularity, sexual success, confidence, sporting achievements or mental performance; not portraying drinking alcohol as a challenge or with tough or daring behaviour; not encouraging people to adopt an unwise style of drinking such as binge drinking or showing it being served irresponsibly; not suggesting alcohol has therapeutic qualities or can help you overcome your problems.

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Latest rulings

Heineken UK Ltd
- Upheld
- Social media (influencer or affiliate ad)
- 10 September 2025
An Instagram post by the comedian Al Nash advertising Strongbow, implied that alcohol was indispensable and took priority in life.
Mast-Jagermeister UK t/a Jägermeister
- Upheld
- Social media (paid ad)
- 10 September 2025
Two paid-for Facebook and Instagram ads for Jägermeister were socially irresponsible and implied that alcohol was a key component of the success of a social event.
Locksley Distilling Co Ltd
- Upheld
- Social media (paid ad)
- 27 August 2025
A paid-for Facebook and Instagram ad for a bottle of gin implied that a drink may be preferred because of its higher alcohol content.
BrewDog plc
- Upheld
- Poster
- 06 August 2025
A poster broke the strict alcohol advertising rules because it implied that alcohol could overcome boredom, loneliness or other problems.

View all rulings

Alcohol

Helpful information on the advertising rules for Alcohol ads, and examples of previous Advertising Standards Authority rulings in this area.

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Latest rulings

Heineken UK Ltd

Mast-Jagermeister UK t/a Jägermeister

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Help getting it right

Popular advice

Alcohol: General

Alcohol: Promotional marketing

Alcohol: Targeting and Appeal to Under 18s

Relevant codes

19 Alcohol

18 Alcohol