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

Heineken Enterprise Ltd
- Not Upheld
- Internet (social networking)
- 04 September 2019
The targeting of ads on Tanya Burr’s Instagram page for Heineken beer was acceptable because less than 25% of the audience were under the age of 18.
Edrington Distillers Ltd t/a Macallan
- Upheld
- Internet (social networking), Television, VOD
- 10 April 2019
A TV ad, video on demand (VOD) ad and a paid-for ad on Instagram for Macallan whisky, seen in December 2018: a. The TV ad featured a man leaping off a cliff and tumbling towards the ground. As he fell, feathers started sprouting out of his arms and he began to grow wings. On-screen text stated "Would you risk f...

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

Heineken Enterprise Ltd

Edrington Distillers Ltd t/a Macallan

Help getting it right

Popular advice

Alcohol: Promotional marketing

Guidance on alcohol TV advertising

Alcohol: Featuring under 25s

Relevant codes

18 Alcohol

19 Alcohol