The UK Advertising Codes include rules that prohibit condoning or encouraging immoderate, irresponsible, or anti-social drinking. The increasing popularity of alcohol alternatives led CAP and BCAP to consider marketers of such products would benefit from new rules and guidance to clarify how these products can be marketed responsibly.

Accordingly, the Committees conducted a consultation between February and May 2022 with the deadline extended until July 2022 to accommodate a late response. A total of 23 responses were received.

The Committees says that the responses highlighted some areas that merit further analysis, which might lead to the guidance being expanded. CAP and BCAP say that they will continue to develop their proposals with a view to finalising them in Q1 of 2023. Areas for further enquiry include “new drinking occasions”, in particular in relation to depictions of pregnancy in ads for low or no alcohol products, as well as questions about the pros and cons of shared branding between full strength alcoholic drinks and alcohol alternatives.

The Committees are seeking expert input on these questions and currently do not require further submissions from respondents. When the proposals have been through the established processes, including obtaining Ofcom approval of any proposed rules for TV and radio advertising, a full evaluation of all responses will be provided together with the final proposals. To read the Committees’ interim statement in full, click here.