This guidance is not yet in effect – it will come into force on 14 May 2024

In February 2022, CAP and BCAP consulted on new rules and guidance to regulate alcohol alternative products and provide clarity to advertisers. This Guidance document sets out what the new rules are and helps advertisers understand where the ASA Council is likely to draw the line in judging whether the advertising rules have been broken.

It should be read in conjunction with:

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