In May 2024, the Committee of Advertising Practice (CAP) introduced rules 18.18 to 18.24 under Section 18 of the CAP Code, mirrored by the Broadcast Committee of Advertising Practice (BCAP) as rules 19.19 to 19.25. These rules aim to ensure the responsible marketing of alcohol alternatives, such as zero and non-alcoholic products, and prevent advertising from indirectly encouraging alcohol consumption.

Key provisions include requiring a prominent statement of ABV, prohibiting appeals to under-18s, and ensuring that ads do not condone heavy drinking or disparage sobriety. Advertisers must also avoid presenting alcohol alternatives as a gateway to irresponsible drinking. 

These measures built upon earlier ASA guidance issued in June 2024, which outlined initial steps for marketers to responsibly promote alcohol-free products. For a detailed overview of that guidance, see Cheers to Change: ASA's Spirited Guidance on Alcohol Alternatives.
 

Dry January 

On 16 January 2025, CAP further refined and clarified the guidance, including the following 'measures':

1. ABV Prominence: Advertisements must display the 'alcohol by volume' (ABV) clearly and contextually. ASA rulings, such as one involving Heineken 0.0, have emphasised that footnotes or pack shots alone are insufficient.
2. Shared Branding Risks: Ads must not blur the lines between alcohol-free products and their alcoholic counterparts. Branding or slogans should not inadvertently promote alcohol.
3. Depictions of Risky Situations: Advertisements showing alcohol alternatives in sensitive scenarios (e.g., driving or water-related activities) must clearly indicate the alcohol-free nature of the product.
4. Pregnancy Depictions: While products above 0.0% ABV cannot imply suitability during pregnancy, fully alcohol-free products may feature pregnancy-related contexts without encouraging broader alcohol use.
5. Targeting Restrictions: Ads must align with rules for alcoholic beverages, avoiding appeal to under-18s.

January is nearly over, but many people (especially young people) opt for alcohol alternatives in lieu of drinking, so this guidance will stand advertisers in good stead throughout 2025.

You can find the CAP guidance on alcohol alternatives (published summer 2024) here, and the latest update, which was published in January 2025, here.