Note: This advice is given by the CAP Executive about non-broadcast advertising. It does not constitute legal advice. It does not bind CAP, CAP advisory panels or the Advertising Standards Authority.
Encouraging juvenile behaviour, such as “laddish” behaviour or anything likely to appeal particularly to adolescents, teenagers and/or younger children is likely to breach the Code. Depicting, for example, a ‘girls’ night out’ or a guy being a bit of a “rogue” is not in itself a problem, but puerile, anti-social, aggressive or irreverent behaviour is likely to be unacceptable for two reasons: firstly, depicting conduct or actions that could be construed as drunken is likely to be unacceptable for encouraging excessive consumption (see also Alcohol: Unwise or Excessive Consumption) and, secondly, condoning such behaviour might appeal to the young or daring (see also Alcohol: Targeting and Appeal to Under 18s).
The main rules to consider are 18.1, 18.4 and 18.14. 18.1 states “Care should be taken not to exploit the young, the immature or those who are mentally or socially vulnerable”; the next rule relates to linking alcohol with unruly, irresponsible or anti-social behaviour and the end of 18.14 states: “People shown drinking or playing a significant role …should not be shown behaving in an adolescent or juvenile manner”.
In 2004, the ASA upheld a complaint about a poster that showed a middle-aged man sitting on a photocopier with his trousers round his ankles. The ASA considered that the ad irresponsibly condoned immature behaviour (Beverage Brands (UK) Ltd, 9 June 2004).
The line between “juvenile” and merely lively behaviour is a thin one, and the overall context of an ad can make a difference. In 2016, the ASA upheld a complaint about a Facebook video, because it featured an individual acting in a juvenile fashion. The video, which featured Vine personality Joe Charman, showed him holding three bottles of Hooch, jumping onto an inflatable and travelling across a pool on it. The advertiser argued that Joe Charman was known for these types of skills, and the behaviour was not juvenile nor reckless – however, the ASA disagreed, and said the behaviour was likely to appeal to those under 18 (Global Brands Ltd, 26 October 2016). That same year, the ASA considered a similar scenario – an alcohol ad featuring a man falling backwards into a pool. However, in this second example, the ASA concluded that the man wasn’t shown to be brave or daring, the scene was depicted as “playful” and crucially, the man wasn’t drinking, nor was the act depicted as something that has occurred whilst or after consuming alcohol (Maxxium UK Ltd, 4 May 2016). Marketers should not, however, assume that a lack of drinking in an ad would excuse otherwise problematic behaviour.
As well as individuals in an ad, marketers should also be aware of any characters they use (animated or otherwise), and ensure their behaviour could not be considered a breach of the Code. In 2023, the ASA investigated an ad for Camden Town Brewery which featured a blob-like cartoon figure who took the main character of the ad on a fantastical brewery tour. The advertiser argued that the blob was friendly rather than playful or juvenile. However, the ASA considered its behaviour was playful and unpredictable: it uttered exclamations, changed mood suddenly and seemed excited to push the visitor down a river at speed, as well as engaging with viewers at the end of the ad by winking and giving a thumbs-up sign. As such, they considered the character juvenile and engaging, and therefore likely to appeal to those under 18 (AB InBev UK Ltd t/a Camden Town Brewery, 23 August 2023). See also Alcohol: the use of cartoons, animals and characters.
Marketers should also be aware that general humour, including in wording, captions or voiceovers might also be considered juvenile. In 2025, the ASA upheld an alcohol ad featuring Santa, who had names such as “MARY CHRISTMAS”, “CAROL SINGH”, “HOLLY” and “BILLY BAUBLES” on his Naughty & Nice list, which the ASA concluded was juvenile humour and added to the overall appeal to children (Bestway Retail Ltd, 19 March 2025).
Ads that portray drinking as a challenge, or being drunk as something to aspire to, are highly likely to fall foul of the Code. A Facebook page for whiskey, seemingly directed at students, carried such phrases as “the stamp is only valid if you have at least 2 shots per bar you're in, so get your alcohol tolerance up fellow students. There's reputation at hand here!", “All good students know that there's only one way to get as drunk as we want without being broke the next day, and the answer of course, pre drinks” and “Not long before the taxis are due, you stumble over a ... well, you don't stumble over anything actually. You just stumble over” was complained about. The complainant felt that the ads were likely to exploit the young, immature and vulnerable and encouraged excessive drinking; the ASA agreed (Hi Spirits Ltd, 17 July 2013). See also Alcohol: Challenges, Bravery and Machismo.
CAP is aware that sometimes whether something is of particular appeal to under-18s can be nuanced – therefore, marketers are welcome to get a view from the Copy Advice team.
See also Alcohol: General, Alcohol: Targeting and Appeal to Under 18s and Alcohol: Featuring Under 25s.