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.
Ads for alcoholic drinks may give factual information about the strength of the product. In the case of low-alcohol drinks, those that contain between 0.5% and 1.2% alcohol by volume, these may also be presented as preferable because of their low alcoholic strength.
However, marketers must still ensure that low alcohol drinks are not promoted in a way that encourages irresponsible or excessive consumption and ads should not depict activities that require complete sobriety (see ‘Alcohol: Unwise or excessive consumption’ and ‘Alcohol: Unwise locations and activities’).
“Low-alcohol”, “reduced alcohol” and “reduced energy” (and any claims likely to have the same meaning to a consumer) are the only permitted nutrition claims for alcoholic drinks. For more on this see 'Alcohol: Health, diet and nutritional claims'.