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.
The use of cartoons, animals, licensed characters (such as super heroes) and animation must be used with a due sense of responsibility in alcohol ads. The alcohol rules say that ads should not be directed at people under 18 through the selection of media, style of presentation, content or context in which ads appear.
Cartoons and images of super heroes are more likely to appeal to, or be associated with, people under 18 but marketers should be careful if they feature toys or toy brands that are familiar to children. An advertiser fell foul of the rules by running an ad that featured a man who seemed to be made from Lego. The ad, for a late night alcohol delivery service, stated “FRANKS … SOLUTIONS FOR 24 HR PARTY PEOPLE” and featured the “Lego-man” urinating onto a Lego-like building block. Even though the ad stated "STRICTLY OVER 18'S ONLY", the ASA considered that Lego was familiar to most children and therefore the image of the Lego-like man could appeal to children. It concluded that the image was socially irresponsible when used in an ad for an alcoholic drinks delivery service (Frank Solutions, 6 August 2008).
Advertisers should take care when using cartoon-like images; they might be acceptable if they are adult in nature but marketers run the risk of appealing to the under-18s if cartoon images are too childish in their execution. A good example of where the ASA draws the line was illustrated in a 2008 adjudication. A poster that showed three cartoon characters in a bar was accused of appealing to children. The ASA noted the use of cartoons in general could appeal to children but accepted that the stylised nature of the drawing and the sardonic tone of the text had more in common with a satirical political cartoon than a brightly coloured child's cartoon. The ASA concluded the ad was unlikely to appeal to children and was acceptable as a poster (Cobra Beer Ltd, 24 September 2008).
See ‘Alcohol: The young’.
Last modified : 26 July 2010