A lot of legislation surrounding the advertisement of alcohol is aimed at the appeal of alcohol to minors and the positive/lack of negative effects from drinking alcohol. This has lead to banning of many adverts that put forward the idea that consumption of alcohol makes social or sexual situations more successful or enhanced.
CAP
This is what CAP say about themselves on their website:
Admired around the world for its creativity, the UK advertising industry sets the standard in successful self-regulation. Our industry is governed by codes of practice that are designed to protect consumers and create a level playing field for advertisers.
The Codes are the responsibility of two industry Committees - the Committee of Advertising Practice (CAP) and the Broadcast Committee of Advertising Practice (BCAP) and are independently administered by the Advertising Standards Authority (ASA).
Source: http://www.cap.org.uk/About-Us.aspx
On the ASA website they have an online version of the CAP code, and section 56 refers exclusively to alcoholic drinks. There are 15 main points to the rules, but I will only highlight those I feel are relevant and most important.
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56.2 Marketing communications must contain nothing that is likely to lead people to adopt styles of drinking that are unwise. Alcohol must not be handled or served irresponsibly. The consumption of alcohol may be portrayed as sociable and thirst-quenching. Marketing communications may be humorous but must nevertheless conform with the intention of the rules.
This section discusses the use or implied use of alcohol in advertising. The codees seem to accept alcoholic drinks as a legitimate form of hydration so advertising aimed at that, or being a regular social event, is acceptable. This rule seems to be to prevent advertisers encouraging dangerous drinking (either in quantity, type or method).
56.4 Marketing communications should be socially responsible and should neither encourage excessive drinking nor suggest that drinking can overcome boredom, loneliness or other problems. They should not suggest that alcohol might be indispensable. Care should be taken not to exploit the young, the immature or those who are mentally or socially vulnerable.
This is to prevent advertisers promoting the alcohol in such a way that it makes people want to drink a lot, or drink because they have problems. This, along with the rules that follows about young people, is to protect those who might be in a state or period of vulnerability with the potential to be exploited. It's about responsibility, and a certain degree of ethics.
56.5 Marketing communications should not be directed at people under 18 through the selection of media, style of presentation, content or context in which they appear. No medium should be used to advertise alcoholic drinks if more than 25% of its audience is under 18 years of age.
56.6 People shown drinking or playing a significant role should neither be nor look under 25 and should not be shown behaving in an adolescent or juvenile way. Younger people may be shown in marketing communications, for example in the context of family celebrations, but should be obviously not drinking.
56.7 Marketing communications should not be associated with people under 18 or reflect their culture. They should not feature or portray real or fictitious characters who are likely to appeal particularly to people under 18 in a way that might encourage them to drink.
This sets the rules for when/where and how the advertisement is presented. The aesthetics, audio or any part of the presentation must not be aimed at those under 18 years old. It also mentions not advertising alcohol if a quarter of the audience is under 18, which is a huge figure, and also relies on accurate viewing figures with relevant demographic data. This would be hard to prove in some cases, although a degree of common sense can be used to estimate when the audience would be less than 25%.
56.8 Marketing communications should not suggest that any alcoholic drink has therapeutic qualities (for example, stimulant or sedative qualities) or can change moods or enhance confidence, mental or physical capabilities or performance, popularity or sporting achievements. They should not link alcoholic drinks to illicit drugs.
This prevents advertisements from making claims about any irresponsible benefits from the drinks, as this may encouraged increased consumption. It covers a wide range of effects.
56.9 Marketing communications must neither link alcohol with seduction, sexual activity or sexual success nor imply that alcohol can enhance attractiveness, masculinity or femininity.
56.11 Marketing communications should not suggest that drinking alcohol is a reason for the success of any personal relationship or social event. A brand preference may be promoted as a mark of, for example, the drinker’s good taste and discernment.
This seems to be in response or to reflect concerns about sexual activity and alcohol. This prevents advertisements from claiming or implying that consumption of their product will have any effect on sexual activities, which can be seen as a way of preventing people being manipulated to believe that more consumption of alcohol will mean more successful social or sexual encounters.
56.10 Marketing communications may give factual information about:
a) product contents, including comparisons, but must not make any health claims, which include fitness or weight control claims. The only permitted nutrition claims are “low alcohol”, “reduced alcohol” and “reduced energy”.
This is relevant to my project, as it says 'may' rather than 'must' regarding factual content of the drink. This means that I will not be forced to include information about alcohol content in my advertisement.
Source: http://www.asa.org.uk/asa/codes/cap_code/ShowCode.htm?clause_id=2152
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The rules do not state anything which must be included in my advertisement but rather things that I should not imply or include, and restrictions on the aesthetic design of the advertisement. This is useful information but I cannot see this changing my designs, as I planned to take a very responsible attitude to the design of the advertisement so none of the issues mentioned should crop up. Also, the abstract nature of the advert implied in the brief prevents some of these points becoming an issue since we are not being literal about the function of the product.