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ARTICLE · 22 FEBRUARY 2024

New Advertising Rules For Alcohol Alternative Drinks

Walker Morris
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The Committee of Advertising Practice (CAP) and the Broadcast Committee of Advertising Practice (BCAP) have introduced new rules and guidance for the advertising...

United KingdomMedia, Telecoms, IT, Entertainment
Richard Naish
Richard Naish

The Committee of Advertising Practice (CAP) and the Broadcast Committee of Advertising Practice (BCAP) have introduced new rules and guidance for the advertising of alcohol alternative products in the UK. Because of their adult audience and proximity to tropes and imagery relating to alcohol, CAP and BCAP consider that adverts for these products need specific rules to ensure they are marketed responsibly. The new rules will appear in section 18 of the CAP Code and section 19 of the BCAP Code. The changes will take effect from 14 May 2024.

Following a public consultation, CAP and BCAP have defined alcohol alternatives as products with an Alcohol By Volume (ABV) at or below 0.5% that are marketed as alternatives to alcohol. The popularity of these products has risen significantly in recent years, prompting the need for specific advertising rules to ensure they don't indirectly promote alcohol consumption.

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