CAP And BCAP Update: New Rules On Alcohol Alternatives

The increasing popularity of alcohol-free alternatives has prompted the Advertising Standards Authority (ASA) to introduce new rules and guidance for advertisers of these products. On the 14^th November, ASA released a regulatory statement which outlined changes to advertising and these rules take effect on 14^th May 2024.

These new rules have been developed to ensure responsible advertising of alcohol alternatives and to protect consumers from potential harm. The Committee of Advertising Practice (CAP) and the Broadcast Committee of Advertising Practice (BCAP) set out the rules which apply to advertising. Both committees recognise the potential benefits of alcohol alternatives in promoting moderation and reducing overall alcohol consumption. However, they also acknowledge concerns about the potential for these products to be misrepresented or marketed in a way that could lead to harmful consumption patterns.