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

William Grant & Sons Ltd t/a Hendricks Gin
- Not upheld
- Video on demand
- 04 September 2024
A Video on Demand ad for Hendricks Gin wasn't likely to particularly appeal to under-18s.
Aston Manor Ltd t/a Crumpton Oaks
- Not upheld
- Television
- 14 August 2024
A TV ad for Crumpton Oaks Cider was not likely to strongly appeal to under 18s.
XIX Vodka Ltd
- Upheld in part
- 12 June 2024
A YouTube video on the Sidemen’s YouTube channel, seen on 8 October 2023. The video was titled “KSI & W2S CONTROL THE SIDEMEN FOR THE DAY”. The video featured the Sidemen doing challenges around London in two teams. At approximately 16 minutes into the video, a title card quickly appeared that rep...
Kingsland Drinks Ltd t/a Kingsland Wines & Spirits
- Upheld
- 22 May 2024
A label on a bottle mislead consumers by failing to disclose the significant conditions of a competition.

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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William Grant & Sons Ltd t/a Hendricks Gin

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XIX Vodka Ltd

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Help getting it right

Popular advice

Alcohol: General

Alcohol: Promotional marketing

Alcohol: Featuring under 25s

Relevant codes

19 Alcohol

18 Alcohol