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

Phusion Projects LLC t/a FourLoko
- Upheld
- Social media (own site)
- 21 May 2025
An Instagram ad was socially irresponsible and encouraged people to adopt an unwise drinking style.
Global Brands Ltd t/a VK
- Upheld
- Social media (paid ad)
- 16 April 2025
A paid-for Instagram story posted by @vkdrink was socially irresponsible by implying that drinking alcohol could overcome boredom.
The Innovative Brewing Company Ltd t/a Prime Time Lager
- Upheld
- Poster
- 16 April 2025
A poster ad for Prime Time Lager made health and nutrition claims not permitted for alcoholic drinks.
Bestway Retail Ltd t/a Bargain Booze
- Upheld
- Social media (paid ad)
- 19 March 2025
A paid-for Instagram and Facebook ad for alcohol which featured Father Christmas was of particular appeal to under-18s.

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

Phusion Projects LLC t/a FourLoko

Global Brands Ltd t/a VK

The Innovative Brewing Company Ltd t/a Prime Time Lager

Bestway Retail Ltd t/a Bargain Booze

Help getting it right

Popular advice

Alcohol: General

Alcohol: Promotional marketing

Alcohol: Country of origin

Relevant codes

18 Alcohol

19 Alcohol