New Rules Announced For Advertising Alcohol Alternatives

One of the most interesting contrasts in advertising regulation around the world is how different countries approach the issue of advertising low-alcohol and alcohol-free beverages, as I discovered when I delivered a webinar with colleagues from the EMEA chapter Global Advertising Lawyers Alliance. If you are interested, you can watch the webinar here, and learn about the different approaches in France, Poland, South Africa and South Africa, as well as the UK.

In some countries, 'alcohol alternatives' with 0% - 0.5% ABV (alcohol by volume) were simply outside the scope of the rules for alcoholic beverages, because the products fell outside the definition of an alcoholic beverage. In other countries, however, the policy was that non-alcoholic beverages which shared their branding with alcoholic beverages were simply a proxy for the promotion of alcohol, and should be regulated to control that collateral benefit for the core alcohol brand. In the UK, our current