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

RR Whisky Ltd
- Upheld
- Internet (social networking), Internet (website content)
- 07 April 2021
A Facebook and website ad for a whisky company were banned for irresponsibly linking the consumption of alcohol with mountaineering, an activity in which drinking would be unsafe.
Camden Town Brewery Ltd
- Upheld in part
- 10 March 2021
A TV ad for a brewery was banned for presenting a giveaway of free items in an unclear way that confused it with a prize draw. The same ad was not likely to appeal strongly to children.
Beer52 Ltd
- Upheld
- Mailing
- 24 February 2021
A letter from a beer company broke the CAP Code as it was not obviously identifiable as an ad.
Diageo Great Britain Ltd
- Not upheld
- Television
- 17 February 2021
A TV ad for a whisky company did not imply, condone, or encourage irresponsible drinking or immoderate drinking and did not breach the BCAP Code.

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

RR Whisky Ltd

Camden Town Brewery Ltd

Beer52 Ltd

Diageo Great Britain Ltd

Help getting it right

Popular advice

Alcohol: Promotional marketing

Age-restricted ads online

Guidance on alcohol TV advertising

Relevant codes

18 Alcohol

19 Alcohol