Alcohol and Tobacco
Key points
- Tobacco advertising is banned in virtually all forms
- Alcohol ads must not link drinking to social or sexual success
- People in alcohol ads must be, and look, over 25
- Responsible drinking messaging is required
What the Code says
The Code of Practice recognises that “certain sectors have additional regulatory requirements” and that we must “comply with all relevant advertising codes and regulations.”
Alcohol and tobacco are among the most restricted categories for advertising. Understanding these limits is essential if you work with clients in these sectors.
Tobacco: almost completely banned
Tobacco advertising has been prohibited in the UK since 2003, with sponsorship banned in 2005. The ban covers:
- All print, broadcast and outdoor advertising
- Online advertising
- Point-of-sale displays (products must be hidden)
- Sponsorship of events
- Brand sharing with non-tobacco products
Limited exceptions
- Trade communications to retailers
- Some point-of-sale price lists
- Specialist tobacconists (limited)
Vaping and e-cigarettes
Different rules apply. Advertising is permitted but regulated — it must not appeal to under-18s, make health claims, or promote tobacco use. The rules are complex and evolving.
Brand extension
Using tobacco brand names on non-tobacco products (brand stretching/sharing) is also prohibited. You can’t advertise “Marlboro clothing” in the UK.
Alcohol advertising basics
Alcohol advertising is permitted but heavily restricted. The CAP and BCAP Codes contain detailed rules. Key principles:
Not to under-18s
- Must not appeal to under-18s
- No one in ads should be, or appear to be, under 25
- No placement in media aimed at under-18s
- No association with youth culture
Responsible drinking
- Must not encourage immoderate drinking
- Must not suggest alcohol is essential to social success
- Must not imply alcohol has therapeutic qualities
- Must not show behaviour that’s unwise while drinking
Accurate about strength
- Can mention ABV but not emphasise high strength as positive
- Can’t suggest low alcohol content allows heavier consumption
What you can’t claim
Alcohol advertising must not:
Link drinking to success
- Sexual success or attractiveness
- Social popularity
- Business or sporting success
- Toughness or daring
Suggest therapeutic benefits
- Stress relief or relaxation
- Mood enhancement
- Health benefits
- Performance improvement
Encourage excess
- Drinking games or challenges
- Speed drinking
- Drinking large quantities
- Mixing drinks recklessly
Show risky behaviour
- Driving or operating machinery
- Swimming or water sports
- Activities requiring concentration
- Behaviour that’s unsafe when intoxicated
Creative considerations
Working within these restrictions requires creative skill:
What you can focus on
- Product quality and craftsmanship
- Ingredients and provenance
- Taste and flavour profiles
- Brand heritage and story
- Responsible socialising
Casting
Everyone featured must be, and clearly appear to be, 25+. This is strictly enforced. Use mature-looking models and get compliance sign-off on casting.
Scenarios
Social situations are fine, but ensure they don’t suggest drinking leads to social success or is essential to having fun. People should be enjoying company, not dependent on alcohol.
The “before and after” test
Ads shouldn’t show someone being more attractive, successful, or confident after drinking. The alcohol should accompany good times, not create them.
Responsibility messaging
Most alcohol advertising should include responsibility messaging:
Drinkaware
Including the Drinkaware.co.uk URL is standard practice and expected by regulators. It should be legible and prominent.
Other messaging
- Age warnings (“Please drink responsibly”)
- Unit information where relevant
- Pregnancy warnings on packaging (required by law)
Don’t undermine it
Responsibility messaging shouldn’t be contradicted by the ad itself. An ad showing excessive drinking with a small “drink responsibly” logo fails the test.
Summary
Alcohol copywriting requires working creatively within strict boundaries. Focus on product qualities rather than lifestyle promises, ensure casting and scenarios are compliant, and include appropriate responsibility messaging.
Tobacco copywriting is essentially non-existent for consumer advertising. If you’re asked to work on tobacco promotion, check carefully whether it falls within any permitted exception.