This page contains information on statutory alcohol marketing
regulations in the UK (table 1); a description of the restrictions per medium (table 2); labelling information (table 3); information on non-statutory alcohol marketing regulations (table 4); the complaints procedure; and lastly a summary about the British regulations on alcohol marketing.
The controls in the UK cover broadcast, print and online advertising are a mix of co-regulation (with Ofcom) and self-regulation , administered by the Advertising Standards Authority (ASA) and the Portman Group. The Portman Code covers marketing such as sponsorship, promotion and product
Update: April 2024
Table 1 | Statutory Alcohol marketing regulations in Great Britain | Coverage |
---|---|---|
Communications Act 2003 | TV and radio. However, this law provides a legal backstop for the self regulation codes in the UK, but does not contain provisions on alcohol marketing or alcohol advertising. |
Table 3 Labelling information | Description | Legally binding or self-regulation |
---|---|---|
Health warnings: | Marketing communications must not encourage consumers to drink and drive. Marketing communications must, where relevant, include a prominent warning on the dangers of drinking and driving and must not suggest that the effects of drinking alcohol can be masked. | Self-regulation (Article 4.6 The CAP Code The UK Code of Non-broadcast Advertising, Sales Promotion and Direct Marketing) |
Ingredients/nutritional information | The only information that is required is the volume of the container, the drink’s strength (alcohol by volume, ABV), and whether any of the 14 most common allergens are present.’ |
Table 4 Non-statutory Alcohol marketing regulations in Great Britain | Coverage |
---|---|
The CAP Code: The UK Code of Non-broadcast Advertising, Sales Promotion and Direct Marketing | Cinema, sponsoring, internet/digital media, outdoor, print, promotional items, direct marketing |
Portman Group Code of Practice on the Naming, Packaging, and Promotion of Alcohol | Naming and packaging; Sale activities and materials; Websites, sponsorship, press releases, branded merchandise, advertorials and sampling; Does not apply to any materials or activities whose purpose is solely and clearly to educate under 18s about the use and misuse of alcohol. Does not apply to any marketing covered under the ASA codes (below). Alcoholic beverages > 0.5% VOL. Alcoholic ‘drinks’, even if they are classified as foodstuffs rather than drinks for the purposes of licensing or customs and excise legislation, or even if they appear to be solid or heavily textured, rather than liquid. |
TV and Radio Advertising Standards Code BCAP | TV, radio. Advertising on all services licensed by Ofcom (spot advertisements, promotions, sponsorship; etc..; does not cover product placement). This Rule excludes promotion of radio stations’ own-branded activities, goods and events (such as websites, T-shirts and concerts) which enhance listener involvement and are not designed to make a profit or promote commercial partnerships. Alcoholic beverages > 0,5 % VOL. |
Sponsoring Link to report: http://www.portmangroup.org.uk/docs/default-source/recruitment-jds/sponsorship-code-booklet.pdf?sfvrsn=0 | Prior to sponsoring an event, team or activity, drinks companies must use their reasonable endeavours to obtain data on the expected participants, audience or spectator profile to ensure that at least the aggregate of 75% are aged over 18 |
- A film which explains the issues: Alcohol Marketing: Explained
- AFS’s marketing report: Realising Our Rights: How to protect people from alcohol marketing
- Children’s Parliament investigates: an alcohol-free childhood; For Alcohol Focus Scotland
September 2019; link- The following document contains an in depth (but older) overview of alcohol marketing regulations in Great Britain: alcohol-marketing-regulations-Great-Britain.pdf
- Actual information (2017) about the current self-regulation code in the UK:
click here- In this context EUCAM also refers to the information about alcohol marketing regulation in the UK of the Institute of Alcohol Studies (IAS) : click here
- The Factsheet ‘Marketing and Alcohol of the Institute of Alcohol Studies : click here