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 Code states that marketing communications may give factual information about the alcoholic strength of a drink or make a factual alcohol strength comparison with another product of a similar beverage (Rule 18.9). They must not imply that a drink may be preferred because of its high alcohol content or intoxicating effect.
Marketers should not place undue emphasis on their product’s ABV. Many years ago, the ASA considered that a product name, TNT, made it almost impossible for the marketer to advertise in a way that did not emphasise the product’s strength, especially because the packaging took the form of a stick of dynamite.
In 2006, the ASA rejected a complaint that a Bishop’s Finger ad, which claimed “At 5.4% it’s near the knuckle”, put undue emphasis on the product’s strength (Shepherd Neame Ltd, 25 October 2006). In context, the ASA considered the claim was acceptable. Notwithstanding the Budweiser adjudication, the Copy Advice team believes the ASA might not reach the same conclusion if faced with the Shepherd Neame ad today. Marketers should be mindful of the current political context when featuring the strength of their alcoholic drinks.
Last modified : 22 March 2012