Advertisements for alcoholic drinks should not be targeted at people under 18 years of age and should not imply, condone or en courage immoderate, irresponsible or anti-social drinking.
The spirit as well as the letter of the rules in this section applies.
| CLEARCAST GUIDANCE BCAP has published a Guidance Note to these rules. We have reproduced each rule’s guidance below and the note in its entirety can be found here. |
The rules in this section apply to advertisements for alcoholic drinks and advertisements that feature or refer to alcoholic drinks. Alcoholic drinks are defined as those containing at least 0.5% alcohol; for the purposes of this Code low-alcohol drinks are defined as drinks containing between 0.5% and 1.2% alcohol.
Where stated, exceptions are made for low-alcohol drinks. But, if an ad for a low-alcohol drink could be considered to promote a stronger alcoholic drink or if the low-alcohol content of a drink is not stated clearly in the ad, all the rules in this section apply.
If a soft drink is promoted as a mixer, the rules in this section apply in full.
The rules are not intended to inhibit responsible advertisements that are intended to counter problem drinking or tell consumers about alcohol-related health or safety themes. Those advertisements should not be likely to promote an alcohol product or brand.
19.1 Radio Central Copy Clearance – Radio broadcasters must ensure advertisements for alcoholic drinks are centrally cleared.
Rules that apply to all advertisements
19.2 Advertisements must not feature, imply, condone or encourage irresponsible or immoderate drinking. That applies to both the amount of drink and the way drinking is portrayed.
References to, or suggestions of, buying repeat rounds of alcoholic drinks are not acceptable. That does not prevent, for example, someone buying a drink for each member of a group. It does, however, prevent any suggestion that other members of the group will buy a round.
| BCAP GUIDANCE This rule is intended to prevent viewers thinking that immoderate consumption of alcohol is acceptable. It would therefore rule out, for example, scenarios such as drinking sessions, drinking games, downing drinks in one swallow or excessively quickly and pub or club “crawls”. Advertisements must not show or suggest an excessive amount of alcohol dispensed per person. Depictions of well-stocked bars or guests arriving carrying alcohol are acceptable provided that nothing implies that immoderate consumption has taken or will take place. In considering what would constitute an excessive amount of alcohol, please apply the Department of Health’s Recommended Daily Amounts of alcohol. Advertisements may show a person buying a drink for friends but must not suggest that a pattern of round buying is to be, or has been, established. The use of the word “round “or similar is unacceptable. Advertisements must not suggest peer pressure on individuals to drink alcohol. |
| CLEARCAST GUIDANCE The ASA has ruled in this area. The ruling can be found here. |
19.3 Advertisements must neither imply that alcohol can contribute to an individual’s popularity or confidence nor imply that alcohol can enhance personal qualities.
| BCAP GUIDANCE The purpose of this rule is to prevent any suggestion that an individual becomes more attractive or a better person or that self-assurance can be improved through choosing to drink alcohol. Any suggestion that an individual’s behaviour or performance can be changed by drinking is prohibited. No ad should suggest that an individual is to be more admired for choosing to drink alcohol or that a person who chooses not to drink might be less popular. |
| CLEARCAST GUIDANCE Even if no alcohol is shown as being consumed in an ad, the implication could still be there. The ASA has ruled in this area. The ruling can be found here. |
19.4 Advertisements must not imply that drinking alcohol is a key component of social success or acceptance or that refusal is a sign of weakness. Advertisements must not imply that the success of a social occasion depends on the presence or consumption of alcohol.
| BCAP GUIDANCE This rule is not intended to prevent the depiction of alcohol as a responsible social lubricant but is designed to prevent the suggestion that the successful outcome of a social occasion depends on or results from the presence or consumption of alcohol. The introduction of alcohol should not be seen to transform a social occasion and the choice of a type or brand of alcohol instead of another should not seem to contribute to the success of a social occasion. Lively, but responsible, social interaction or party scenes with alcohol present are allowed but that liveliness must not depend on or result from the presence of alcohol. No behaviour may be adolescent or childish. Please also refer to rule 19.6. |
| CLEARCAST GUIDANCE The ASA has ruled in this area. Sample rulings can be found here: https://www.asa.org.uk/Rulings/Adjudications/2015/7/Diageo-Great-Britain-Ltd/SHP_ADJ_298974.aspx#.VeBvJflViHg https://www.asa.org.uk/Rulings/Adjudications/2014/4/Halewood-International-Ltd/SHP_ADJ_256486.aspx#.VeBvcvlViHg |
19.5 Advertisements must not link alcohol with daring, toughness, aggression or unruly, irresponsible or antisocial behaviour.
| BCAP GUIDANCE This rule applies whether or not alcohol consumption is seen or implied. The “daring” element of the rule is designed to prevent associating alcohol with feats that would be considered dangerous, foolish or reckless or likely to encourage irresponsible or anti-social behaviour. “Toughness”: Advertisements should not suggest that drinkers of alcohol are tough, macho or resilient or associate such qualities with a brand’s image. “Aggression”: Attitudes, behaviour or atmospheres that are threatening or potentially violent are prohibited as is the use of weapons or objects as weapons. “Antisocial behaviour”: W hat constitutes anti-social behaviour, especially among the young, can be the subject of wide interpretation but will be associated with behaviour that offends against generally accepted social norms and common sense. Examples include non-playful rudeness, excessive boisterousness and behaviour not normally associated with sobriety. Care should be taken to avoid immature, adolescent, childish, boorish or loutish behaviour and this applies to both men and women. The prohibition on unruly and irresponsible behaviour includes threatening or violent behaviour, rowdiness, rudeness, irresponsible or adolescent behaviour or generally ill- disciplined actions and attempts at potentially dangerous activity, whether successful or not. The rule, however, is not intended to prevent all irreverence or humour. Please also refer to rules 19.3, 19.15 and 19.16. |
| CLEARCAST GUIDANCE Even if any consumption of alcohol is separate from tough or daring behaviour, the link could still be implicit. The ASA has ruled in this area. Sample rulings can be found here: https://www.asa.org.uk/rulings/mast-jaegermeister-uk-ltd-a14-270432.html https://www.asa.org.uk/rulings/diageo-great-britain-ltd-a13-246112.html |
19.6 Advertisements must not link alcohol with sexual activity, sexual success or seduction or imply that alcohol can enhance attractiveness. That does not preclude linking alcohol with romance or flirtation.
BCAP GUIDANCE The depiction of alcohol as a responsible social lubricant is allowed provided rules 19.3 and 19.4 are observed. |
| CLEARCAST GUIDANCE The ASA has ruled in this area. Sample rulings can be found here: https://www.asa.org.uk/rulings/wells-youngs-brewing-company-ltd-a14-272408.html https://www.asa.org.uk/rulings/wells-youngs-brewing-company-ltd-a12-204062.html |
19.7 Advertisements must not portray alcohol as indispensable or as taking priority in life. Advertisements must not imply that drinking can overcome problems or that regular solitary drinking is acceptable.
| BCAP GUIDANCE This rule does not prevent showing a person having a drink alone but advertisements must not suggest that regular solitary drinking is acceptable behaviour or that alcohol is an essential or indispensable part of daily routine. Advertisements may not suggest or imply that alcohol can be used as a means of escape from personal or emotional problems, boredom or depression. Please also refer to rule 19.3. |
CLEARCAST GUIDANCE The ASA has ruled in this area. The ruling can be found here. |
19.8 Advertisements must not imply that alcohol has therapeutic qualities. Alcohol must not be portrayed as capable of changing mood, physical condition or behaviour or as a source of nourishment. Although they may refer to refreshment, advertisements must not imply that alcohol can improve any type of performance.
| BCAP GUIDANCE Advertisements must not suggest that alcohol can improve physical or mental performance or that it is necessary to maintain a normal lifestyle. Please refer also to rules 19.3 and 19.7. |
| CLEARCAST GUIDANCE The ASA has ruled in this area. Sample rulings can be found here: https://www.asa.org.uk/Rulings/Adjudications/2014/4/Halewood-International-Ltd/SHP_ADJ_256486.aspx#.VeB2L_lViHg https://www.asa.org.uk/Rulings/Adjudications/2013/8/Heineken-UK-Ltd/SHP_ADJ_228978.aspx#.VeB2VPlViHg |
19.9 Advertisements must not link alcohol to illicit drugs.
19.10 Marketing communications/advertisements may give factual information about the alcoholic strength of a drink. They may also make a factual alcohol strength comparison with another product, but only when the comparison is with a higher-strength product of a similar beverage.
Marketing communications/advertisements must not imply that a drink may be preferred because of its alcohol content or intoxicating effect. However, low-alcohol drinks may be presented as preferable because of their low alcoholic strength, provided that the alcohol content of the drink is stated clearly in the [marketing communication/advertisement].
In the case of a drink with relatively high alcoholic strength in relation to its category, the factual information should not be given undue emphasis
| BCAP GUIDANCE Under this rule, factual references to an alcohol product’s strength are acceptable; comparisons with other products are only permitted when comparing with a higher-strength drink in the same category (e.g. beer, wine, cider). Advertisements may suggest that a drink could be preferred because of its taste, but in no circumstances should the ad imply that the alcoholic strength of the drink makes it preferable, unless it is a low-alcohol drink i.e. contains 0.5%-1.2% alcohol. If the drink being advertised is of particularly high strength in relation to other drinks in its category, the factual information must not be given undue emphasis. |
19.11 Advertisements may include alcohol sales promotions but must not imply, condone or encourage immoderate drinking.
| BCAP GUIDANCE Please also refer to rule 19.2 This rule seeks to prevent advertising for alcoholic drinks encouraging irresponsible alcohol consumption or condoning the purchase of more alcohol than an individual should safely consume. No ad that refers to multiple-purchase may imply that those purchases are for anything other than shared consumption. Advertisements should not suggest an unreasonable amount of alcohol for any individual’s consumption on any single drinking occasion. In considering what would constitute an excessive amount of alcohol, please apply the Department of Health’s Recommended Daily Amounts of alcohol. |
| CLEARCAST GUIDANCE The law in Scotland and Wales in relation to alcohol promotions is different from that in England. Both countries have minimum unit pricing of £0.50. To make sure they do not breach legislation on minimum pricing, advertisers running any promotions likely to be seen in either Scotland or Wales, may need to include disclaimers indicating these are not valid in either Scotland or Wales. BCAP and CAP have published a joint Guidance Note to help interpretation of the law. The guidance is available here. |
19.12 Advertisements must not feature alcohol being handled or served irresponsibly.
| BCAP GUIDANCE There must be no suggestion of reckless abandon in the way that alcohol is handled and dispensed. This rule is not intended to prevent the depiction of, for example, the traditional popping of champagne corks accompanied by some overflow of wine. But scenes of, for example, party-goers being soaked in champagne are not acceptable. Similarly, demonstrations of the panache of a cocktail barman in a controlled situation are likely to be acceptable but showing others amateurishly trying similar feats in an uncontrolled way is unlikely to be acceptable. Alcohol should not be thrown or poured over people and no-one may be shown pouring a drink into the mouth of another person. |
19.13 Advertisements must not link alcohol with the use of potentially dangerous machinery or driving.
Advertisements may feature sporting and other physical activities (subject to other rules in this section) but must not imply that those activities have been undertaken after the consumption of alcohol.
| BCAP GUIDANCE Advertisements should neither show nor suggest people drinking alcohol, or having consumed alcohol, in an environment that is hazardous for drinking. They should not show or suggest drinking before using potentially dangerous machinery. If driving, or other means of transportation, is featured, there should be no suggestion that the person in charge of, or steering, the vehicle has been drinking or will drink and any ambiguity about that should be resolved. Similarly, if any sporting or physical activities are depicted, there must be no suggestion that these have taken place during or after the consumption of alcohol. |
19.14 Advertisements must not normally show alcohol being drunk by anyone in their working environment.
| BCAP GUIDANCE Please also refer to 19.13 The working environment will include offices, factories, building sites or any working situation where alcohol consumption might impair performance. An exception can be made for licensed premises (if the staff are obviously not involved in drinking) and for celebratory drinks if the end of work or business has been clearly established. |
19.15 Television only – Alcohol advertisements must not:
BCAP GUIDANCE It is not possible to produce an exhaustive list of possible infringements to this rule, but, as a guide, particular caution should be exercised as follows: |
| CLEARCAST GUIDANCE The ASA has ruled in this area. Links to sample rulings are below: https://www.asa.org.uk/Rulings/Adjudications/2014/10/Diageo-Great-Britain-Ltd/SHP_ADJ_276064.aspx#.VeB4lflViHg https://www.asa.org.uk/Rulings/Adjudications/2014/7/Greene-King-Brewing-and-Retailing-Ltd/SHP_ADJ_265983.aspx#.VeB4xPlViHg |
19.16 Radio only – Alcohol advertisements must not:
BCAP GUIDANCE [The difference in the wording between the TV- and Radio-specific rules hinges on the words ‘strongly’ and ‘particular’. This distinction reflects the differences between the two media and recognizes that TV plays a strong role especially in relation to under-18 audiences. In practice the meaning is very similar and advertisers should exercise caution about any element of an alcohol ad which may appeal to under-18s.] Advertisers or agencies are strongly advised to consult the RACC for advice on Radio advertisements at the earliest stage of script development. |
19.17 Alcohol advertisements must not feature in a significant role anyone who is, or seems to be, under 25 and must not feature children.
An exception is made for advertisements that feature families socialising responsibly. Here, children may be included but they should have an incidental role only and anyone who seems to be under the age of 25 must be obviously not drinking alcohol.
| BCAP GUIDANCE It is important that anyone featured in alcohol advertising not only is at least 25 years old but also must seem to be obviously over 25. No-one, be they 25 or older, may behave in an immature, adolescent or childish manner. (see also 19.15 and 19.16) The exception allows children to appear, in minor roles, in alcoholic drinks advertisements (as they can in, for example, advertisements for restaurants in which adults may be drinking with a meal). Those situations are likely to be either family meals at home or in a restaurant or responsible parties for over 25s. Incidental flashbacks to youth may be used provided they adhere to the conditions set out above and, in particular, provided they are an inconsequential element of the advertising. |
19.18 Advertisements for alcoholic drinks may give factual statements about product contents, including comparisons, but must not make any health claims, which include fitness or weight-control claims.
The only permitted nutrition claims are “low alcohol”, “reduced alcohol” and “reduced energy” and any claim likely to have the same meaning for the audience.
BCAP GUIDANCE
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