Ad description

A website for a distillery,, contained a page headed "WHO WE ARE" which featured a photograph of the siblings behind the company. Text stated "We have grown up surrounded by this industry, and although the eldest of us (XXXXX) is only 23, between us have over 30 years of experience ...".


Youth Alcohol Advertising Council, supported by Alcohol Concern, challenged whether the ad breached the Code because it featured people under the age of 25.


Sibling Distillery Ltd explained that the people featured in the ad were the owners, co-founders and directors of the business and had a full distilling licence. They explained that it was a fact that the oldest member of the team was 23 years of age. They believed consumers had a right to know who created the product which they were purchasing, so they were unwilling to hide that fact. They pointed out that no one in the photograph complained about was seen consuming or holding alcohol.



The ASA noted that the CAP Code required that ads for alcohol must not feature people under 25 years playing a significant role. We understood that the people in the photograph were the owners and co-founders of the business and that the eldest sibling was 23. Whilst we recognised that was a fact and not something that could be altered, the ad nevertheless featured people aged under 25 and we considered that because they were the owners of the business and the ad referred to their experience and background, they were playing a significant role. We therefore concluded that the ad breached the Code.

The ad breached CAP Code (Edition 12) rule  18.16 18.16 People shown drinking or playing a significant role must neither be nor seem to be under 25. People under 25 may be shown in marketing communications, for example, in the context of family celebrations, but must be obviously not drinking.  (Alcohol).


The ad must not appear again in its current form. We told Sibling Distillery Ltd to ensure that in future their advertising did not feature people under 25 years playing a significant role.

CAP Code (Edition 12)


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