0370 270 6000

already registered?

Please sign in with your existing account details.

need to register?

Register to access exclusive content, sign up to receive our updates and personalise your experience on brownejacobson.com.

Privacy statement - Terms and conditions

Forgotten your password?

Advertising drink? Think 25!

4 November 2015
The ‘Think 25’ campaign is already heavily embedded in supermarkets and convenience stores, reflecting the obligations within the CAP Code relating to age and alcoholic beverages. Today’s latest ASA ruling serves as a further reminder that advertisers should also adopt a ‘Think 25’ policy when choosing models for adverts promoting alcohol.

The complaint concerned an advert for London Oktoberfest, which featured a girl dressed in a traditional Bavarian outfit holding a stein of beer. Despite the fact the model was, in fact, 25 and not shown to be drinking alcohol, the advert was held to be in breach of the CAP Code (rule 18.16) on the basis that she ‘played a significant role’ in it and ‘appeared to be’ under the age restriction.

Although the Code does allow under 25’s to feature in adverts involving alcohol, it states that they must be “obviously not drinking” and that in addition to being 25 or over, they must also appear to be 25 or over. In light of this ruling, advertisers of alcoholic beverages must also be wary that models are both over the age of 25, and that they look at least that age, or instead that they do not play a significant role in the advert. Naturally this will be very difficult to argue where the advert features only one person, as is the case here - and in such circumstances advertisers must take particular care to Think 25.

Related opinions

Virtual reality payment - it’s all in your head

Alibaba, one of China’s largest technology companies, recently demonstrated VR Pay, a payment service designed to allow virtual reality shoppers to pay for things simply by nodding their head.

View blog

Article 28 Declarations a 6 month window to secure the scope of trade mark protection

Going forward trade marks will no longer be able to provide a broad scope of protection for all goods or services.

View blog

ISPs protected again by the ECHR

Two Hungarian service providers have been relieved of liability for the posting of un-moderated comments about an individual on a news website.

View blog

Glee trade mark infringement appeal - not the end of the series?

Twentieth Century Fox has lost the first stage of its appeal against the finding it infringed Comic Enterprise Limited’s trade mark for a logo.

View blog

Mailing list sign up

Select which mailings you would like to receive from us.

Sign up