New codes for the drinks industry
A drink, its packaging or any promotional material or activity must not:
• promote its alcoholic content or its intoxicating effect as a dominant theme;
• suggest any association with bravado, or with violent, aggressive, dangerous or anti-social behaviour;
• suggest any association with sexual success or prowess;
• suggest that consumption of drink can lead to social, sporting or business success or popularity;
• encourage illegal, irresponsible or immoderate consumption, such as binge-drinking, drunkenness or drink-driving;
• have a particular appeal to under-18s by including the use of styles, such as characters (real or fictitious, including sporting heroes) motifs or colours associated with youth culture;
• use images of people who are, or look as if they are, under 25, or suggest that the product can enhance mental or physical capabilities.