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.
Marketing communications must not show, imply or condone immoderate or excessive drinking (Beverage Brands (UK) Ltd, 9 June 2004). That applies to the amount of drink and to the way drinking is portrayed. Showing drinks being consumed in one swallow, a few large gulps, over a short space of time or in large quantity is unlikely to be acceptable. Even if nobody is shown drinking, the depiction of unopened bottles and cans can still imply excessive consumption. Anyone who seems drunk or under the effects of alcohol should be avoided (Opal Lounge, 23 November 2005).
Showing one or two persons sitting in front of the TV with a party pack could easily conflict with sensible drinking messages. A group is less likely to be problematic (Sainsbury’s Supermarkets Ltd, 18 August 2004) especially if shown in the context of a family occasion, party or event, for example Christmas or a sports match. In 2003, the ASA rejected complaints that merely showing a range of alcohol available condoned irresponsible drinking (Pernod-Ricard UK Ltd – 12th March 2003).
Marketers are advised against suggesting that moderate drinking or declining a drink is a sign of weakness. In 2000, the ASA rejected complaints that the claim “Rear Gunners drink lager shandy” breached the Code because it believed that the humour diffused any serious belief that product enhanced masculinity. Since then the Code has been toughened and the Copy Advice team advises a precautionary approach to anything that might be seen as undermining sensible drinking messages.
Alcohol, whether in glasses or still in bottles, cans or other packaging, must be handled and served in a restrained and responsible way (Bacardi-Martini Ltd, 19 January 2005).
Last modified : 26 July 2010