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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: 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: 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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Advertising Guidance - Alcohol Alternatives
2022, CAP and BCAP consulted on new rules and guidance to regulate alcohol alternative products and
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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: 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: 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: 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 Advertising Survey 2009
Reports and surveys looking at alcohol ads and whether they are sticking to the alcohol advertising rules.
Reports and surveys looking at the number of ads that are sticking to the alcohol advertising rules … , including surveys dating back to 2006 examining the compliance of alcohol advertising across
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Alcohol advertising consultation (BCAP)
BCAP consults on guidance to support amended alcohol rules and considers changes to alcohol rule on health and dietary claims.
In response to the Government’s Alcohol Reduction Harm Strategy, Ofcom amended a number of … the TV advertising rules for alcohol advertising. Following this, Ofcom contracted-out … help interpret and apply the revised alcohol rules. Ofcom’s amendments to the rules
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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: 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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Consultation on advertising alcohol alternatives
(BCAP) are consulting on new rules and guidance to regulate alcohol alternative products and provide
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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