Following the recent boom in non-alcoholic beverages, the Advertising Standards Authority (ASA) has released an updated set of guidelines for advertisers on how to market these products safely.
The move results from a public consultation carried out by the Committee of Advertising Practice (CAP) earlier this year, with the new rules now set to come into effect on 14th May 2024.
The ASA’s concerns around the sector are primarily focused on how advertising for non-alcoholic drinks often mirrors or closely resembles that of ‘classic’ alcoholic drinks, with similar packaging, glassware and serving styles.
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Under the new guidance, all adverts for non-alcoholic drinks will need to clearly display the product’s ABV (already capped at 0.5%) and must not disparage sobriety in any way, or be presented as a way to increase alcohol consumption beyond responsible levels.
Any TV advertisements for alcohol alternatives must not appeal to under 18s or include a character whose example is likely to be followed, or who has a strong appeal to viewers under 18.
Radically, all future ads for alcohol alternatives will not be permitted to feature anyone who is, or appears to be under the age of 25 and must never feature children – except in certain contexts such as family celebrations.
