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

Bacardi Global Brands Ltd t/a Bombay Sapphire Gin
- Not upheld
- Video on demand, Cinema
- 08 January 2020
A VOD and cinema ad for gin did not break the rules around implying alcohol was capable of changing mood or enhancing creativity.
Missguided Ltd
- Not upheld
- Television
- 08 January 2020
A TV ad for a clothing company did not encourage irresponsible drinking.
Person(s) unknown t/a The Folly Bar
- Upheld
- Internet (social networking)
- 08 January 2020
An ad seen on Facebook was banned for promoting or condoning excessive alcohol consumption.
Sazerac UK Ltd
- Upheld
- Internet (social networking)
- 08 January 2020
Instagram posts promoting alcohol broke the rules for including individuals who were or seemed to be under 25 years of age.

View all rulings

Alcohol

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

Latest news

Children’s exposure to TV ads for gambling and alcohol: a 2019 update

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Latest rulings

Bacardi Global Brands Ltd t/a Bombay Sapphire Gin

Missguided Ltd

Person(s) unknown t/a The Folly Bar

Sazerac UK Ltd

Help getting it right

Popular advice

Alcohol: Promotional marketing

Guidance on alcohol TV advertising

Alcohol: Sex and personal relationships

Relevant codes

18 Alcohol

19 Alcohol