New ASA alcohol rules from April

Dec 2020 – The Advertising Standards Authority has adopted a new Alcohol Advertising and Promotion Code following a scheduled review of the existing Code for Advertising and Promotion of Alcohol.

The new Code is effective from 1 April 2021 for new alcohol advertising and promotion and 1 July 2021 for all alcohol advertising and promotion.

Since the previous review of the standards for alcohol advertising and promotion, advertising restrictions in the Sale and Supply of Alcohol Act 2012 have been enacted.  The new Code includes reference to relevant legislation, guidelines on alcohol advertising and promotion and low risk drinking guidelines that advertisers must observe.  The Code provides clear guidance to advertisers that alcohol advertising and promotion must be targeted at adults whilst protecting minors and others who may be vulnerable to alcohol advertising and promotion.

ASA Chief Executive, Hilary Souter said: “The new Code will be implemented in two phases, with new advertising and promotion required to comply by 1 April 2021 and effective for all alcohol advertising and promotion from 1 July 2021. The ASA will undertake extensive training across advertisers, agencies and the media to support widespread compliance.”