The ASA alcohol advertising guidelines are listed below:
Advertisements must not suggest that alcohol can contribute to an individual’s popularity or confidence, or that refusal is a sign of weakness. Nor may they suggest that alcohol can enhance personal qualities.
Advertisements must not suggest that the success of a social occasion depends on the presence or consumption of alcohol.
Advertisements must not link alcohol with daring, toughness, aggression or anti-social behaviour.
Advertisements must not link alcohol with sexual activity or success or imply that alcohol can enhance attractiveness.
Advertisements must not suggest that regular solitary drinking is acceptable or that drinking can overcome problems.
Advertisements must neither suggest that alcohol has therapeutic qualities nor offer it as a stimulant, sedative, mood-changer or source of nourishment, or to boost confidence. Although they may refer to refreshment, advertisements must not imply that alcohol can improve any type of performance.
Advertisements must not suggest that alcohol might be indispensable or link it to illicit drugs.
Advertisements must not suggest that a drink is to be preferred because of its alcohol content nor place undue emphasis on alcoholic strength.
Advertisements must not show, imply or encourage immoderate drinking. This applies both to the amount of drink and to the way drinking is portrayed.
References to, or suggestions of, buying repeat rounds of drinks are not acceptable.
Alcoholic drinks must be handled and served responsibly.
Advertisements must not link drinking with the use of potentially dangerous machinery, with behaviour which would be dangerous after consuming alcohol (such as swimming) or with driving.
Advertisements for alcoholic drinks must not be likely to appeal strongly to people under 18, in particular by reflecting or being associated with youth culture.
Children must not be seen or heard, and no-one who is, or appears to be, under 25 years old may play a significant role in advertisements for alcoholic drinks. No-one may behave in an adolescent or juvenile way.
Advertisements for alcoholic drinks must not show, imply or refer to daring, toughness, aggression or unruly, irresponsible or anti-social behaviour.
Advertisements for alcoholic drinks must not appear to encourage irresponsible consumption.
Advertisements for alcoholic drinks must not normally show alcohol being drunk in a working environment.
Alcoholic drinks must not be advertised in a context of sexual activity or seduction but may include romance and flirtation
Advertisements for alcoholic drinks may contain factual statements about product contents, including comparisons, but must not make any other type of health, fitness or weight control claim.
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