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

Redee Solutions LLC
- Upheld
- Internet (social networking)
- 30 October 2019
A Facebook ad for an alcohol flush solution was banned for being socially irresponsible and for not holding adequate evidence to support their claims.
The Cornish Rum Company Ltd
- Upheld in part
- Internet (social networking)
- 16 October 2019
Ads on Instagram and in print were banned for linking alcohol to illicit drugs and for implying alcohol was capable of changing mood.
Drake & Morgan Ltd
- Upheld
- Internet (on own site)
- 09 October 2019
Claims on a webpage and email for bar and restaurant chain Drake and Morgan’s botanical themed drinks was considered socially irresponsible.
Virgin Wine Online Ltd
- Upheld
- E-mail
- 09 October 2019
An email for a wine deal was misleading and broke the promotions rules.

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

Redee Solutions LLC

The Cornish Rum Company Ltd

Drake & Morgan Ltd

Virgin Wine Online Ltd

Help getting it right

Popular advice

Alcohol: Promotional marketing

Guidance on alcohol TV advertising

Alcohol: Featuring under 25s

Relevant codes

18 Alcohol

19 Alcohol