Analysis: Tougher ad guidelines

By Jo Gilbert

Published: 13 February, 2023

For a long time, alcohol’s advertising regulations have been clear. Led by the CAP and BCAP codes for broadcast and non-broadcast media, ASA rulings and the Portman Group’s Code of Conduct, advertising of licensed and age-restricted products in the UK should not incite people to adopt styles of drinking that are unwise, target under 18s or encourage excessive drinking. Ads cannot be portrayed as mood boosting or therapeutic, either – something Brewdog discovered when it tried to market its hard seltzer cans with a wink and a nod to industry watchdogs.

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