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

Global Brands Ltd
- Upheld
- Social media (influencer or affiliate ad)
- 20 September 2023
A TikTok ad for alcohol on Charly Anne Collard’s account was not immediately identifiable as an ad, was not appropriately targeted, irresponsibly condoned excessive drinking and featured individuals under the age of 25.
AB InBev UK Ltd t/a Camden Town Brewery
- Upheld
- Television
- 23 August 2023
A TV ad for Camden Town Brewery was of strong appeal to people under 18 years of age as it featured animated characters in a fun and engaging way that would appeal to a younger audience.
Au Vodka Ltd
- Upheld
- Social media (own site)
- 23 August 2023
Three Instagram posts by Au Vodka irresponsibly referred to aggressive behaviour, linked alcohol with illicit drugs and tough and daring behaviour.
Blackford Casks Ltd t/a Whisky Investment Partners
- Upheld
- Internet (website content), Social media (own site), Internet (display)
- 23 August 2023
An online display ad, website and two paid-for Facebook posts for a whisky cask investment company made misleading and unsubstantiated investment return claims, did not make the risks involved in whisky investment clear and took advantage of consumers’ inexperience and credulity.

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

Global Brands Ltd

AB InBev UK Ltd t/a Camden Town Brewery

Au Vodka Ltd

Blackford Casks Ltd t/a Whisky Investment Partners

Help getting it right

Popular advice

Alcohol: General

Enforcement Notice - Advertising of Whisky Cask Investments

Alcohol: Promotional marketing

Relevant codes

18 Alcohol

19 Alcohol