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.
People shown drinking or playing a significant role should neither be nor look under 25. Marketers should be aware that, even if they are older, using models who look younger than 25 might still fall foul of the Code, especially if they are shown behaving in an adolescent or juvenile way.
Younger people may be shown in marcoms, for example in the context of family celebrations, but should be obviously not drinking. No ad should suggest that anyone under 25 has drunk or is about to drink and should not imply that anyone under 25 endorses an alcoholic product.
In 2002, the ASA upheld a complaint about a nightclub ad that showed young-looking models (Taking Liberties Ltd, 17 July 2002). The advertiser did not prove the age of the models and, although they were not shown drinking, the ASA concluded that the models seemed younger than 25 and looked as if they had been drinking. Conversely, in 2007, the ASA received complaints about models used in an alcohol campaign; none were shown drinking but the ASA considered whether some of the models looked under 25 years old. Obviously, that is a subjective matter and, on this occasion, the ASA decided the models looked mature enough (Intercontinental Brands Ltd, 21 February 2007).
Last modified : 26 July 2010