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 must take care if using a celebrity to promote their product, especially if that celebrity is likely to be seen as a role model by the young. The Code prohibits marcoms from associating alcohol with people under 18 or reflecting their culture. They must not feature or portray real or fictitious characters who are likely to appeal particularly to people under 18 in a way that might encourage them to drink (Rule 18.14). Using characters such as Harry Potter or celebrities like McFly for example, are likely to be a problem.
Marketers should not use celebrities to promote their product if they are under the age of 25. In 2011, one marketer used free runner, Tim Shieff, who was 23 years old when the ad ran. Despite not being shown drinking, the ASA noted that Shieff played a significant role in the ad. Because he was under 25, the ASA ruled against the ad (Cell Drinks, 3 August 2011).
The use of sports people could result in an unacceptable association between alcohol and sporting achievement. One such ad, (Halewood International Ltd, April 2000) which featured Lennox Lewis, was considered to imply that the product played a role in his sporting achievement. Because Lewis had recently won the boxing championship and could be seen as being a sporting hero for young people, the marketers were accused of appealing to children. The ASA rejected the complaint but marketers should take care before using role models such as Wayne Rooney and Jonny Wilkinson because, irrespective of whether the ads imply a causal link between alcohol and their sporting success, they might have particular appeal to children
See also 'Alcohol and Sporting, Mental and Physical Capabilities' and 'Alcohol and the Young'.
Last modified : 09 March 2012