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Alcohol: Low alcohol drinks
Low alcohol drinks are beverages that contain between 0.5% and 1.2% ABV (this does not … include products that are 0.5% ABV exactly, or below 0.5%, which are considered zero/no alcohol … ). Marketers are reminded that Section 18 applies in full to ads for low alcohol (0.5%-1.2% ABV
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Alcohol: ABV Alcoholic strength
Alcohol by volume (ABV) percentage is the standard measure in the UK of denoting how much alcohol … is in a beverage. Rule 18.9 of the CAP Code refers to alcoholic strength, and outlines what is and is … Basis of comparisons Preference claims ‘Increased alcohol’ claims ABV claims
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Alcohol: General
In October 2005, CAP brought in new, stricter rules about the marketing of alcoholic drinks. The … drinking and anti-social behaviour, especially amongst young people. Marketers of alcoholic drinks were … always expected to portray their alcoholic product responsibly - however, the changes tightened the
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19 Alcohol
Advertisements must not link alcohol with daring, toughness, aggression or unruly, irresponsible or … antisocial behaviour. Advertisements must not imply that alcohol has therapeutic qualities. Alcohol … of nourishment. Although they may refer to refreshment, advertisements must not imply that alcohol
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18 Alcohol
Marketing communications must not claim or imply that alcohol can enhance confidence or popularity … are "low-alcohol", "reduced alcohol" and "reduced energy" and any … communications feature alcohol being drunk by anyone in their working environment. null Marketing
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Alcohol: Violence
Marketers must avoid linking, explicitly or otherwise, alcohol and violence, as per rules 18.4 … (alcohol and aggression), and potentially rule 18.7 (showing or implying alcohol as being capable … of changing mood/behaviour). As well as breaking the Alcohol rules, it is likely that such marketing
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Alcohol Awareness Week 2021 – Alcohol and relationships
What is your brand’s relationship with responsible advertising? For Alcohol Awareness Week 2021 … – Alcohol and relationships, we take a look at how you can create the right kind of connection with
This year’s theme for Alcohol Awareness Week is ‘Alcohol and relationships … ’, and provides an opportunity for people to reflect on the way alcohol can affect our … responsible advertising and the Alcohol Rules. Setting the right example Use caution when showing
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Alcohol: Promotional marketing
The CAP Code contains specific sections on both promotional marketing and alcohol and while … promotions involving alcohol are not inherently problematic in England and Wales (for information on … alcohol promotions in Scotland and Northern Ireland, see below), promoters need to take care to
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Advertising Guidance - Alcohol Alternatives
2022, CAP and BCAP consulted on new rules and guidance to regulate alcohol alternative products and
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Alcohol: Therapeutic claims
The Code states that "Marketing communications must not imply that alcohol has therapeutic … qualities. Alcohol should not be portrayed as capable of changing mood, physical condition or behaviour … '/relaxation claims Because marketers should not suggest that alcohol is a stimulant; claims such as
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Alcohol: Handling and serving
In line with rule 18.11, ads featuring alcohol must not show it being handled or served … they are poured. Showing the serving of alcohol being treated very casually or being free poured … flamboyantly and with little regard is unlikely to be acceptable. See also Alcohol: Unwise or Excessive
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Alcohol: Featuring under 25s
In line with rule 18.16, ads which feature alcohol are prohibited from showing in a significant … role people who are, or appear to be, under the age of 25. Although ads featuring alcohol may in … under 25 has drunk or is about to drink and implying that anyone under 25 endorses an alcoholic
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Advertising zero alcohol products
Alcohol-free alternatives to beer, cider, wine, and spirits are becoming really popular, but … marketers should make clear that consumers aren’t mislead about what the product is and how much alcohol it could contain.
Definition The alcohol section of the Codes applies to ‘alcoholic drinks’, which are … non-alcoholic. CAP is aware that official government guidance exists on how alcohol content at or … alcohol at all if it contains any. For some consumers, whether for health, religious, or other
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Alcohol: Boredom and loneliness
Rule 18.6 states “Marketing communications must not imply that alcohol might be indispensable … or take priority in life or that drinking alcohol can overcome boredom, loneliness or other … other is obviously unacceptable, as are ads that irresponsibly emphasise the importance of alcohol, or
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Alcohol: Social events
Marketers must not show or imply that alcohol is a key component for the success of a relationship … alcohol can be conveyed as a legitimate accompaniment to a social occasion, marketers should not unduly … emphasise the role alcohol might play. If an otherwise dull party becomes a social triumph as a
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Alcohol: Country of origin
alcoholic drink. In 2011, an ad for Kronenbourg lager stated "FROM THE COUNTRY THAT BELIEVES … their 'country of origin' claim is acceptable. See also Alcohol: General and Alcohol: Promotional Marketing.
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“Alcohol and Advertisers”
It’s Alcohol Awareness Week and this year the theme is ‘Alcohol and Me’, encouraging people to … and the Alcohol Rules – for example, ads should contain nothing that is likely to encourage or … condone irresponsible or excessive drinking. Read on for some key things that advertisers need to keep in mind when promoting alcohol.
This year’s theme for Alcohol Awareness Week is ‘Alcohol and Me’, with the … in mind, it got us thinking about the relationship between ads and the Alcohol Rules, and the key … elements that advertisers need to keep in mind when promoting alcohol. Don’t be suggestive
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Alcohol Advertising Survey
The Advertising Standards Authority’s (ASA) latest Alcohol Advertising Survey reveals a high 99.7 … alcohol rules is an ongoing commitment of both the ASA and the Code writing body, the Committee of Advertising Practice (CAP).
ASA Alcohol Advertising Survey: Compliance with the Advertising Codes hits record high The … Advertising Standards Authority’s (ASA) latest Alcohol Advertising Survey reveals a high 99.7 … alcohol ads since the introduction of new stricter alcohol advertising rules in 2005. They were
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Alcohol Advertising Survey 2009
Reports and surveys looking at alcohol ads and whether they are sticking to the alcohol advertising rules.
Reports and surveys looking at the number of ads that are sticking to the alcohol advertising rules … , including surveys dating back to 2006 examining the compliance of alcohol advertising across
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