So, most alcohol advertisers know what to do and not to do when including ABV claims in ads for standard alcoholic drinks. However, the rules for no/zero alcoholic products, also called alcohol alternatives, are slightly different.
These types of products have seen a boom in recent years, and our latest data science driven intelligence shows us that, whilst the alcoholic sector as a whole is relatively compliant, the categories where we are seeing the most breaches of the Code are alcohol alternatives. There could be a number of reasons for this, but the most obvious could be that the products, and therefore the companies behind them, are newer to the market, and less likely to be familiar with the rules. That said, ignorance cannot be an excuse! Consider this article your key to unlocking the rules behind ABV claims in zero alcohol ads.
What should I be doing?
If you’re making an ad for an alcohol alternative product, you need to ensure the ABV is displayed prominently. This is because of rule 18.19, which states:
18.19 Marketing communications for alcohol alternatives must include a prominent statement of their ABV. Marketing communications for alcohol alternatives are not prohibited from making a feature of their ABV or from making preference claims on this basis.
It’s worth noting that packshots (i.e. pictures of the packaging), footnotes or qualifications are not likely to be considered ‘sufficiently prominent’. Whilst there’s no harm in having the ABV displayed in these formats too, it should not be the only place the ABV is presented.
Are there any other rules for these products?
Yes, there are! As per rules 18.18-18.24, you can’t present alcohol alternatives as a way to increase alcohol consumption beyond responsible levels, nor contain anything in your ads that disparages sobriety. Furthermore, your ads cannot appeal particularly to under 18s, nor be targeted at them. You also can’t feature anyone who is or appears to be under 25 in your ad.
You CAN show your product in circumstances where standard alcohol would be unsafe, such as driving or daring physical activities – but the key is making very clear the product is zero alcohol.
Also, if you depict or refer to alcohol in your alcohol alternatives ad, you must comply with the other rules in Section 18.
Where can I find out more?
- Section 18 of the CAP Code (for non-broadcast ads, including posters and online) and Section 19 of the BCAP Code (for broadcast ads) is the best place to start to see the Alcohol rules in their original form.
- Our guidance on Alcohol: Alcohol Alternatives and Zero Alcohol and Alcohol: Alcoholic Strength ABV gives an overview of what is expected in this area, and are updated whenever a relevant ruling is published. Our Alcohol: General guidance also gives an overview of all the rules in Section 18.
- Alcohol e-learning - an online course on alcohol advertising. This doesn’t just focus on alcohol alternatives but on the entire sector.
- Our Alcohol Alternatives Advertising Guidance, which also provides definitions and further information on issues such as shared branding.
- Our Regulatory Statement, which explains how and why these rules came to pass.
- This Heineken ruling, which makes clear that ABV featured only on a packshot is not sufficiently prominent.
- And if all that doesn’t help, we offer a free bespoke Copy Advice service for all your niche alcohol alternative questions.
With all that guidance, hopefully there’s zero reason to be unaware of the zero alcohol rules.
We hope this article goes some way to helping you all with your next campaign, but if you do still have questions, feel free to contact our aforementioned Copy Advice service. Chin chin!
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