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.
Marketers should not link an alcohol product or drinking alcohol with brave, tough, daring people or behaviour. References to prowess, aggression or anti-social or unruly behaviour are prohibited by the Code, (Rule 18.4). Suggestions that an alcohol product or drinking alcohol is a sign of maturity or masculinity are also prohibited by the Code.
In 2003, the ASA rejected a complaint about Vinnie Jones carrying bottles over his shoulders in a way reminiscent of him carrying guns in a gangster film. Because the rules have been tightened, marketers should be aware that the ASA might now take a stricter line than that (Barardi-Martini, 26 March 2003). In 2005, the ASA upheld a complaint about an ad that showed the scarred torso of a matador. The ASA concluded that by focusing on the scars, the ad linked alcohol with brave and daring behaviour (Scottish Courage Ltd, 27 July 2005).
Even when they use humour, marketers can fall foul of the Code. Although it recognised the poster was light-hearted and resuscitated an historic slogan, the ASA decided that the phrase “Take Courage, my friend” was unacceptable because it implied the alcohol could provide the drinker with Dutch courage, confidence or comfort (Wells & Young Brewing Company Ltd, 15 April 2009).
Although the ASA receives few complaints about this aspect of the Code, CAP has reminded several marketers about these provisions when submitting proposed ads through the Copy Advice team. Asking whether drinkers can “handle it”, are “up for it”, including warnings about the product’s strength, using macho-type images or suggesting that an alcohol product could contribute to enhancing personal confidence are likely to render ads a problem (Soho Drinks Ltd, 14 August 2002). In 2006, a complaint about an ad that featured the headline “The bottle to be different” was not upheld because the ASA considered that the claim merely referred to drinkers breaking with stereotype and did not link alcohol with brave, tough or daring people or behaviour (Carlsberg UK Ltd, 8 February 2006). Generally, however, the Copy Advice team advises against referring to “bottle” in a way that can be interpreted as “mettle”.
Marketers should not imply that refusing drinks or drinking responsibly is a sign of weakness (Rule 18.1).
See also Irreverent and ''Laddish'' Behaviour; Alcohol and Violence and Alcohol, Sex and Personal Relationships.
Last modified : 29 December 2011