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Alcohol: Low alcohol drinks
Low alcohol drinks are beverages that contain between 0.5% and 1.2% ABV (this does not … include products that are 0.5% ABV exactly, or below 0.5%, which are considered zero/no alcohol … ). Marketers are reminded that Section 18 applies in full to ads for low alcohol (0.5%-1.2% ABV
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Alcohol: ABV Alcoholic strength
Alcohol by volume (ABV) percentage is the standard measure in the UK of denoting how much alcohol … is in a beverage. Rule 18.9 of the CAP Code refers to alcoholic strength, and outlines what is and is … Basis of comparisons Preference claims ‘Increased alcohol’ claims ABV claims
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Alcohol: Alcohol Alternatives and Zero Alcohol
In May 2024, rules 18.18 –18.24 were created to bring alcohol alternative products/zero/no … alcohol products into the scope of Section 18 of the CAP Code (and rules 19.19 –19.25 in Section … Guidance - Alcohol Alternatives. Definition Alcohol alternatives are non-alcoholic drinks (for
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Alcohol: General
In October 2005, CAP brought in new, stricter rules about the marketing of alcoholic drinks. The … drinking and anti-social behaviour, especially amongst young people. Marketers of alcoholic drinks were … always expected to portray their alcoholic product responsibly - however, the changes tightened the
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Alcohol: Violence
Marketers must avoid linking, explicitly or otherwise, alcohol and violence, as per rules 18.4 … (alcohol and aggression), and potentially rule 18.7 (showing or implying alcohol as being capable … of changing mood/behaviour). As well as breaking the Alcohol rules, it is likely that such marketing
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Alcohol: Featuring under 25s
In line with rule 18.16, ads which feature alcohol are prohibited from showing in a significant … role people who are, or appear to be, under the age of 25. Although ads featuring alcohol may in … under 25 has drunk or is about to drink and implying that anyone under 25 endorses an alcoholic
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Alcohol: Boredom and loneliness
Rule 18.6 states “Marketing communications must not imply that alcohol might be indispensable … or take priority in life or that drinking alcohol can overcome boredom, loneliness or other … other is obviously unacceptable, as are ads that irresponsibly emphasise the importance of alcohol, or
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Alcohol: Handling and serving
In line with rule 18.11, ads featuring alcohol must not show it being handled or served … they are poured. Showing the serving of alcohol being treated very casually or being free poured … flamboyantly and with little regard is unlikely to be acceptable. See also Alcohol: Unwise or Excessive
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Alcohol: Promotional marketing
The CAP Code contains specific sections on both promotional marketing and alcohol and while … promotions involving alcohol are not inherently problematic in England and Wales (for information on … alcohol promotions in Scotland and Northern Ireland, see below), promoters need to take care to
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Alcohol: Therapeutic claims
The Code states that "Marketing communications must not imply that alcohol has therapeutic … qualities. Alcohol should not be portrayed as capable of changing mood, physical condition or behaviour … '/relaxation claims Because marketers should not suggest that alcohol is a stimulant; claims such as
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Alcohol: Social events
Marketers must not show or imply that alcohol is a key component for the success of a relationship … alcohol can be conveyed as a legitimate accompaniment to a social occasion, marketers should not unduly … emphasise the role alcohol might play. If an otherwise dull party becomes a social triumph as a
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Alcohol: Country of origin
alcoholic drink. In 2011, an ad for Kronenbourg lager stated "FROM THE COUNTRY THAT BELIEVES … their 'country of origin' claim is acceptable. See also Alcohol: General and Alcohol: Promotional Marketing.
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Alcohol: Unwise or excessive consumption
The principle behind the Alcohol rules is to ensure that marketing communications do not imply … 18.1, ads featuring alcohol, whether for an alcoholic product or not, should not contain anything … must not show, imply or condone excessive drinking and this applies to both the amount of alcohol and
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Alcohol: Sex and personal relationships
The Code states “Marketing communications must neither link alcohol with seduction, sexual … activity or sexual success nor imply that alcohol can enhance attractiveness… [and] must not … imply that drinking alcohol is a key component of the success of a personal relationship or social
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Alcohol: Unwise locations and activities
Ads featuring alcohol should not irresponsibly link it with activities or locations in which … drinking would be unsafe or unwise, in line with rule 18.12. In particular, they must not link alcohol … ad feature people drinking alcohol at work. As with other rules in Section 18: Alcohol, this
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Alcohol: Challenges, bravery and machismo.
Rule 18.4 of the CAP Code states “Drinking alcohol must not be portrayed as a challenge … , irresponsible or anti-social behaviour nor link alcohol with brave, tough or daring people or behaviour … breached the Code because it featured alcohol and potentially dangerous activities which required
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Alcohol: Juvenile or adolescent behaviour
those who are mentally or socially vulnerable”; the next rule relates to linking alcohol with … ASA considered a similar scenario – an alcohol ad featuring a man falling backwards into a pool … , nor was the act depicted as something that has occurred whilst or after consuming alcohol (Maxxium
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Alcohol: Targeting and Appeal to Under 18s
In terms of targeting, the Code prohibits alcohol ads from being directed at under-18s through the … important to note that alcohol ads must not appeal particularly to children regardless of whether the … they appear. No medium should be used to advertise alcoholic drinks if more than 25% of its audience is
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Alcohol: Use of celebrities and influencers
Lewis in an alcohol ad (Maxxium UK Ltd, 12 December 2012), and also not upheld a complaint about using … in advertisers wishing to use influencers in alcohol ads as opposed to traditional “celebrities … note that alcohol ads must not appeal particularly to children regardless of whether the ad is
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Alcohol: Health, diet and nutritional claims
. The only permitted nutrition claims are “low-alcohol”, “reduced alcohol” and … Marketers are reminded that all health claims for alcoholic products are prohibited, whether or not the … product is classed as low alcohol . In 2021, the ASA investigated an ad for hard seltzer