New rules on health, diet and nutritional claims in non-broadcast alcohol ads

19 May 2006

CAP has launched a new rule for health claims in non-broadcast alcohol advertisements.  BCAP introduced a similar rule in the BCAP TV and Radio Codes in April 2006. 

After a BCAP consultation on the rule and guidance in 2005,   BCAP and CAP concluded that alcohol advertisements may contain factual statements about product contents, including comparisons, because they enable consumers to make more informed choices.  A caveat is that information about carbohydrate content, which is typically low in alcoholic drinks, must be accompanied by information about calorie content.  But alcohol advertisements must not make health claims, including fitness or weight control claims.  That follows concerns that they are likely to mislead consumers when used in advertisements for alcoholic drinks.  The accompanying CAP Help Note helps practitioners to interpret and apply the rule.

Also, CAP has added to clauses 56.4 and 56.8 of the CAP Code to maintain consistency with the BCAP Radio and TV Codes.

The new rule, CAP Help Note and rule additions were published on 4 May 2006.  Campaigns that do not comply with the new restrictions have a period of grace until 3 July 2006.  All non-broadcast alcohol ads published on or after 3 July 2006 will have to comply with the new rules.  That deadline applies also to TV and radio.  CAP decided to apply the same date to non-broadcast advertisements to ensure consistency in the one-stop-shop, especially for cross-media campaigns. 

Read and download the new rules and CAP Help Note.