A Marketer’s Guide to UK Alcohol Regulations
An essential interactive resource for navigating the complex web of UK advertising laws and digital platform policies for alcohol and wine.
At a Glance: Key Compliance Metrics
Three non-negotiable rules form the bedrock of compliant alcohol marketing in the UK. Understanding these is the first step towards a responsible advertising strategy.
The 25% Audience Rule
<25%
The proportion of an audience that can be under 18 for any media used to advertise alcohol.
The “Look 25” Casting Rule
25+
Anyone featured in an alcohol ad must be, and appear to be, at least 25 years old.
The ‘Spirit of the Rules’
💡
The overall impression of an ad is as important as its literal content. Responsibility is key.
The Regulatory Ecosystem
The UK’s system is a blend of industry self-regulation and statutory power. This flowchart shows how the key bodies connect, from writing the rules to enforcing them.
How Regulation Flows
Code Writers
CAP / BCAP
Independent Enforcement
Advertising Standards Authority (ASA)
Statutory Backstop
Ofcom (Broadcast) / Trading Standards (Non-Broadcast)
This structure means brands must adhere to industry codes (from CAP/BCAP, enforced by ASA) to avoid potential legal action from statutory bodies like Ofcom.
Core Content & Targeting Rules
Beyond the audience, the content of your advertising is under intense scrutiny. This visualization highlights themes that are strictly forbidden in UK alcohol advertising.
Prohibited Advertising Messages
The CAP and BCAP codes forbid linking alcohol to a wide range of outcomes. The goal is to prevent any suggestion that alcohol is a key to success or a solution to problems.
Digital Platform Policy Navigator
Each social and search platform adds its own layer of rules on top of UK law. Use this interactive guide to explore the specific policies for each major platform.
Google Ads Policy
Google allows alcohol ads in the UK but requires strict targeting and responsible messaging. Ads must not target under-18s, must exclude the ‘unknown’ age category, and landing pages need a ‘Drink Responsibly’ message.
- Targeting: Must target 18+ only and exclude the “unknown” age demographic.
- Prohibited Content: No health claims, no links to enhanced performance, no encouragement of overconsumption.
- Key Nuance: Ad delivery can be affected by browser “Sensitive Content” settings, a hidden technical hurdle.
Meta (Facebook & Instagram) Policy
Meta requires strict age-gating, but the ASA notes its systems aren’t foolproof. Brands bear the burden of proving their audience is compliant.
- Targeting: Minimum 18+ targeting required.
- Prohibited Content: No encouragement of excessive drinking (e.g., “bottomless brunches”), no linking to social/sexual success.
- Key Nuance: The ASA looks at the *implicit message*. Phrases like “SEND IT” have been ruled as irresponsible. Brands are responsible for influencer and user-generated content.
TikTok Ads Policy
TikTok has the strictest policy in the UK. Direct promotion of alcoholic beverages, including 0% ABV alternatives, is prohibited.
- Prohibited: Direct promotion of wine, beer, spirits, and even no/low alcohol alternatives and branded merchandise.
- Permitted: Promotion of venues (pubs, bars) and events, as long as they are targeted 18+.
- Key Nuance: Marketing on TikTok must be purely experiential or venue-focused, not product-focused.
Snapchat Ads Policy
Snapchat operates on a ‘prior approval’ basis, representing a more direct gatekeeping approach for regulated goods.
- Requirement: All alcohol ads require explicit prior approval from Snap.
- Targeting: Must target at least 18+, with actors appearing 25+.
- Prohibited Content: No glamorization of alcohol, no negative portrayal of abstinence, no exploitation of intoxicated individuals.
- Mandatory Labels: Must include a responsible drinking warning.
X (Twitter) Ads Policy
X requires advertisers to use an age-screening process for accounts. Research shows this age-gate is only partially effective, placing more emphasis on responsible content.
- Requirement: Age-screening process required for users engaging with alcohol content.
- Prohibited Content: Must not target minors, use characters appealing to youth, or imply alcohol improves social/professional standing.
- Key Nuance: Studies show underage users can still view and interact with posts even if they can’t “follow” a brand, making content moderation crucial.