Note: This advice is given by the CAP Executive about non-broadcast advertising. It does not constitute legal advice. It does not bind CAP, CAP advisory panels or the Advertising Standards Authority.
In line with rule 18.11, ads featuring alcohol must not show it being handled or served irresponsibly. This relates not only to the number and size of the measures poured, but also the way in which they are poured. Showing the serving of alcohol being treated very casually or being free poured flamboyantly and with little regard is unlikely to be acceptable. See also Alcohol: Unwise or Excessive Consumption.
Historically, the ASA considered that alcohol being poured from two bottles into large glasses alongside the caption "How many bottles would you need to last the whole night?" was seen to depict irresponsible handling and serving due to the casual nature with which the large volume of alcohol was being served (Hi Spirits Ltd, May 2013).
Similarly, showing alcohol being poured directly into someone’s mouth is unlikely to comply with the Code (Au Vodka Ltd, 30 June 2021, Sam Welply, 26 February 2014). This was also seen in 2023, when the ASA upheld a “What I Eat in a Day” TikTok post by an influencer for Corky’s alcohol. Not only did the ad show someone pouring alcohol into their mouth straight from the bottle, but it also depicted excessive amounts of alcohol and people who were, or appeared to be, under 25 (Global Brands, 20 September 2023).
In 2017, the ASA as investigated an ad for a club night, which featured an image of a young woman with her tongue out being served alcohol through the eye. The ASA understood that consuming alcohol in this way, known as “eyeballing”, came with associated health risks, and, as the ad showed irresponsible pouring, as well as sexual objectification of the woman, the complaint was upheld (Harvey Herdman t/a Coco Beach Mondays, 9 August 2017).
Marketers are also reminded that, as with other rules in the Alcohol section, this applies whenever alcohol is featured or referred to in an ad, even if it isn’t directly advertising an alcoholic drink. In 2021, the ASA upheld complaints about Instagram posts for "drinks funnels/snorkels”, which allowed the wearer to drink large amounts of alcohol in one go (The Chop Shop, 22 December 2021).
See also Alcohol: General, Alcohol: Targeting and Appeal to Under 18s, Alcohol: Featuring Under 25s, Alcohol: Unwise or Excessive Consumption and Alcohol: Juvenile or adolescent behaviour.