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ARTICLE · 25 JUNE 2024

Advertising Alcohol Alternatives? – Stay Updated With The Latest Changes

Stephens Scown
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As of May 14, 2024, the Advertising Standards Authority (ASA) has introduced new rules for advertising alcohol alternatives (ABV ≤ 0.5%). These rules cover responsible promotion, brand name use, ABV statements, depictions of alcohol, and appeal to minors, aiming to ensure social responsibility and compliance.

United KingdomMedia, Telecoms, IT, Entertainment
Amy Ralston
Amy Ralston

As of Tuesday 14 May 2024, the Advertising Standards Authority (ASA) have introduced new rules on the advertisement of alcohol alternatives. To ensure you are up to date with the latest requirements, we have summarised the changes you need to know about. These changes do not include broadcasting / TV – but there have been some specific revisions in that space.

What was the position before today?

Prior to this statement, ads for beverages with an ABV below 0.5% were not subject to the alcohol code rules but references to alcohol in such ads could be assessed under general social responsibility rules, or considered under the alcohol CAP Code rules if they included content which promoted alcoholic products.

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