Cheers…But Make It Responsible

Whether a spicey mulled wine at the festive market, a steaming Christmas pud doused with brandy, the kids leaving sherry and mince pies out for Santa or Nanna’s annual Snowball (with a bright red glace cherry), Christmas and alcohol are intrinsically linked in the British psyche.   

It’s no surprise then that we see a flurry of alcohol ads in the months running up to the festive period. Christmas is an emotionally charged time for many, as well as a time associated with excess and indulgence, so it’s important we make sure that we promote alcohol responsibly. 

In the UK, alcohol advertising is regulated by the Advertising Standards Authority (ASA) and must comply with the BCAP Code (for broadcast media such as linear radio) and the CAP code (for non-broadcast ads such as those delivered on streaming platforms and smart speakers). 

The ASA recently reported the results of their AI-powered ad monitoring trial, which reviewed nearly 6,000 non-broadcast alcohol ads to identify potential breaches of the CAP Code. The study found that 96% of ads reviewed were assessed as likely compliant with the CAP Code. This is reassuring but highlights the importance of checking advertising messages for potential code breaches given the regulator’s focus on the sector.  

Alcohol ads often go beyond selling a product—they sell a lifestyle. Whether it’s the glamour of champagne at a celebration or the camaraderie of beer at a football match, ads often tap into emotional and social cues. This can be problematic when such messaging glamorises excessive drinking or arguably targets vulnerable groups. Here then is a checklist of some of the potential pitfalls for your advertising.  

1. Emotional vulnerability and self esteem
   Christmas can be a difficult time for many. Ads that portray alcohol as a solution to stress or loneliness are unacceptable, so advertisers should avoid using Christmas traditions in a way that glamorises alcohol consumption and disparages abstaining from alcohol.
2. Encouraging excess
   Ads must not suggest or imply that alcohol is essential to the success or enjoyment of a festive social event. They must not encourage or condone drinking more than the maximum recommended.  
3. Children
   Christmas imagery, especially that involving Father Christmas, may be considered likely to appeal to children. Earlier this year the ASA ruled against a Bargain Booze advertisement featuring Santa on this basis. Marketing communications for alcoholic products must not be of particular appeal to under 18s, so we’ll consider both the intention of the advertiser but also the risk of incidental appeal to children.
4. Driving
   It is important that ads do not portray driving having consumed alcohol or when drunk, except in the context of safety messages intended to counter drink driving and to promote safe, responsible driving behaviour.
5. Increased ASA scrutiny
   Given the ASA’s recent focus on alcohol marketing, advertisers should anticipate greater scrutiny and ensure all radio copy is pre-cleared and compliant. Alcohol ads on broadcast radio are considered a “special category” under the BCAP Code, so they must be approved by us prior to broadcast. 

As advertisers, regulators, and consumers, we all play a role in shaping how alcohol is portrayed—and ultimately, how it’s consumed. Brands should tread carefully, especially during the festive season, to ensure that marketing messages balance creativity with responsibility.  

Make sure your radio ads comply by contacting us at Radiocentre Clearance.

Katherine is Senior Ad Clearance Consultant at Radiocentre.