research: alcohol advertising restrictions

These are the guidelines for alcohol advertising from the ASA (Advertising Standards Authority)

(1) 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.

"The purpose of this rule is to prevent any suggestion that an individual becomes more attractive or a better person or that self assurance can be improved through choosing to drink alcohol.

"Any suggestion that an individual’s behaviour or performance can be changed by drinking is prohibited. No advertisement should suggest that an individual is to be more admired for choosing to drink alcohol or that a person who chooses not to drink might be less popular."

(2) Advertisements must not suggest that the success of a social occasion depends on the presence or consumption of alcohol.

"The introduction of alcohol should not be seen to transform a social occasion and the choice of a type or brand of alcohol instead of another should not seem to contribute to the success of a social occasion."

Advertisements must not link alcohol with daring, toughness, aggression or anti-social behaviour.

"The 'daring' element of the rule is designed to prevent associating alcohol with feats that would be considered dangerous, foolish or reckless or likely to encourage irresponsible or anti-social behaviour.

"'Toughness': Advertisements should not suggest that drinkers of alcohol are tough, macho or resilient or associate such qualities with a brand’s image.

“'Aggression': Attitudes, behaviour or atmospheres that are threatening or potentially violent are prohibited as is the use of weapons or objects as weapons.

“'Anti-social behaviour': What constitutes anti-social behaviour, especially among the young, can be the subject of wide interpretation but will be associated with behaviour that offends against generally accepted social norms and common sense."

Advertisements must not link alcohol with sexual activity or success or imply that alcohol can enhance attractiveness.

"Advertisements may not suggest that alcohol has a positive role to play in sexual relationships. Alcohol should not be used as an aid to seduction or seem to enhance a person’s attractiveness."

Advertisements must not suggest that regular solitary drinking is acceptable or that drinking can overcome problems.

"This rule does not prevent showing a person having a drink alone but advertisements must not suggest that regular solitary drinking is acceptable behaviour or that alcohol is an essential or indispensable part of daily routine."

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 alcohol can improve physical or mental performance or that it is necessary to maintain a normal lifestyle."

Advertisements must not suggest that a drink is to be preferred because of its alcohol content nor place undue emphasis on alcoholic strength.

"Although advertisements may suggest that a drink could be preferred because of its taste, that preference must not be linked to alcoholic strength."

(1) Advertisements must not show, imply or encourage immoderate drinking. This applies both to the amount of drink and to the way drinking is portrayed.

"This rule is intended to prevent viewers thinking that immoderate consumption of alcohol is acceptable."

(2) References to, or suggestions of, buying repeat rounds of drinks are not acceptable.

"Advertisements may show a person buying a drink for friends but must not suggest that a pattern of round buying is to be, or has been, established."

(3) Alcoholic drinks must be handled and served responsibly.

"There must be no suggestion of reckless abandon in the way that alcohol is handled and dispensed."

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 should neither show nor suggest people drinking alcohol, or having consumed alcohol, in an environment that is hazardous for drinking."

(1) 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.

"The purpose of this rule is to prevent advertisements that might encourage those under 18 to drink, or think they should drink, alcohol."

(2) 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.

"It is important that anyone featured in alcohol advertising not only is at least 25 years old but also must seem to be obviously over 25."

In these circumstances, children may be included but they, and anyone who is, or appears to be, under 25 must only have an incidental role.

"This exception allows children to appear, in minor roles, in alcoholic drinks advertisements. Those situations are likely to be either family meals at home or in a restaurant or responsible parties for over 25s."

Advertisements for alcoholic drinks must not show, imply or refer to daring, toughness, aggression or unruly, irresponsible or anti-social behaviour.

"This rule, for alcohol advertisements, applies to all advertisements. It prohibits the linking of alcohol to various forms of behaviour or attitudes."

Advertisements for alcoholic drinks must not appear to encourage irresponsible consumption.

"This rule seeks to prevent advertising for alcoholic drinks encouraging irresponsible alcohol consumption or condoning the purchase of more alcohol than an individual should safely consume."

Advertisements for alcoholic drinks must not normally show alcohol being drunk in a working environment.

"The working environment will include offices, factories, building sites or any working situation where alcohol consumption might impair performance."

Alcoholic drinks must not be advertised in a context of sexual activity or seduction but may include romance and flirtation.

"This rule prohibits the advertising of alcohol in any context of sexual activity or seduction."

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.

Source: http://www.asa.org.uk/asa/codes/tv_code/Guidance_Notes/Guidance+notes+for+the+TV+alcohol+advertising+rules.htm