Alcohol

Helpful information on the advertising rules for Alcohol ads, and examples of previous Advertising Standards Authority rulings in this area.

Alcohol advertising is often a sensitive topic. Societal concerns about alcohol, in particular problems such as binge and underage drinking, mean that it is rarely out of the headlines. With these issues high on the political agenda close scrutiny has been given to those factors that may influence the amount of alcohol we consume, and in response, the UK advertising rules for alcohol are amongst the strictest in the world.

The rules which apply to ads across all media place a particular emphasis on protecting young people. Alcohol ads must not be directed at people under 18 or contain anything that is likely to appeal to them by reflecting youth culture. Any individuals that feature in alcohol ads must be 25 years of age or over, and look it. There are also strict controls around the placement of alcohol ads and they are currently banned from appearing in and around programmes targeted at audiences below the age of 18 and programmes likely to appeal particularly to this age group.

The more general rules in place to protect consumers of all ages include: not linking the consumption of alcohol to increased popularity, sexual success, confidence, sporting achievements or mental performance; not portraying drinking alcohol as a challenge or with tough or daring behaviour; not encouraging people to adopt an unwise style of drinking such as binge drinking or showing it being served irresponsibly; not suggesting alcohol has therapeutic qualities or can help you overcome your problems.

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Latest rulings

Cider of Sweden Ltd
- Upheld
- Radio
- 22 December 2021
A radio ad for Kopparberg was banned for implying that alcohol could contribute to an individual’s popularity and that drinking alcohol was a key component of social success or acceptance.
The Chop Shop
- Upheld
- Internet (website content), Social media (own site)
- 22 December 2021
A website and three Instagram posts by a drinks device retailer were banned for featuring the excessive consumption and irresponsible serving of alcohol and for featuring someone who appeared to be under 25 years of age.
The Lowcal Ltd
- Upheld
- Social media (influencer or affiliate ad)
- 22 December 2021
An Instagram story posted by Adam Cuthbertson was banned for not being obviously identifiable as an ad and for making non-permitted nutrition claims about alcoholic drinks.
Person(s) unknown
- Upheld
- Social media (own site)
- 01 December 2021
A Facebook post for an alcohol delivery service was banned for encouraging excessive drinking and anti-social behaviour.

View all rulings

Alcohol

Helpful information on the advertising rules for Alcohol ads, and examples of previous Advertising Standards Authority rulings in this area.

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Latest rulings

Cider of Sweden Ltd

The Chop Shop

The Lowcal Ltd

Person(s) unknown

Help getting it right

Popular advice

Alcohol: Promotional marketing

Age-restricted ads online

Alcohol: Targeting and Appeal to Under 18s

Relevant codes

18 Alcohol

19 Alcohol