Note: This advice is given by the CAP Executive about non-broadcast advertising. It does not constitute legal advice. It does not bind CAP, CAP advisory panels or the Advertising Standards Authority.
Rule 18.6 states “Marketing communications must not imply that alcohol might be indispensable, take priority in life or that drinking alcohol can overcome boredom, loneliness or other problems”, so marketers that allude to behaviour that focuses on acquiring alcohol may therefore irresponsibly imply that it is crucial or essential.
Although the ASA receives few complaints about this aspect of the Code, the Copy Advice team frequently advises against marketing communications that are questionable on these grounds. Showing a depressed person sitting with a bottle of booze in one hand and a glass in the other is obviously unacceptable as are ads that allude to unwise and regular solitary drinking or suggest alcohol is either a substitute for friends, company, comfort or entertainment.
Marcoms for alcohol may be humorous as long as they comply with the Code. The ASA judges tone and whether the ad will be taken literally when considering complaints but marketers should be careful not to assume humour buys them too much latitude. Implying that alcohol can be used as a means of getting through difficult or stressful situations is an approach that is likely to fall foul of the Code but the ASA has so far walked a thin line in terms of what is not acceptable for marketers. In March 2007 it rejected complaints about a Virgin Wines promotion that claimed “Use [our £20 voucher] to help you get through Christmas with the in-laws” on the grounds that its intentionally lighthearted approach was unlikely to be taken seriously by consumers (Virgin Wines Online Ltd, 21 February 2007). Back in 2003, the ASA ruled that an ad showing four bottles of wine and the claim “Group Therapy” was unlikely to imply alcohol consumption would help drinkers cope with problems (Pernod Ricard UK, 12 March 2003).
Last modified : 29 December 2011