Who: The Committee of Advertising Practice (CAP)
Where: United Kingdom
When: 13 November 2025
Law stated as at: 6 January 2026
What happened:
CAP has published a guidance note reminding advertisers of alcohol alternatives of the requirement to display the ABV (alcohol by volume) prominently in their marketing communications.
The guidance follows a trial of the ASA’s artificial intelligence (AI)-based Active Ad Monitoring System, which was deployed to monitor compliance with alcohol advertising rules at scale. While most alcohol ads reviewed were found to be compliant, the trial identified significantly higher rates of non-compliance in the alcohol-free sector, primarily relating to unclear or absent ABV labelling.
Rule 18.9 of the UK Code of Non-broadcast Advertising and Direct and Promotional Marketing (CAP Code) provides: “Marketing communications for alcohol alternatives must include a prominent statement of their ABV. Marketing communications for alcohol alternatives are not prohibited from making a feature of their ABV or from making preference claims on this basis”.
An ad is subject to this rule if it is likely to be understood by the audience as an ad specifically for an alternative to alcohol, whether in general or as a non-alcoholic version of a particular alcoholic drink.
The guidance note states that displaying the ABV only within “packshots” (pictures of the product packaging), a footnote or a qualification is unlikely to be considered “sufficiently prominent” and therefore should not be the only place the ABV is displayed.
CAP reminds advertisers in the alcohol-free sector of other relevant rules set out in rules 18.18 to 18.24 of the CAP Code. In particular, ads must not:
- present alcohol alternatives as a way to increase alcohol consumption beyond responsible levels;
- contain content likely to disparage sobriety;
- be likely to appeal particularly to, or be targeted at, persons under 18 years of age; or
- feature any person drinking or playing a significant role who is, or appears to be, under 25 years of age.
Brands may depict alcohol alternative products in contexts where consumption of alcohol would be unsafe, such as driving or high-risk activities, but only if it is made clear that the product is an alcohol alternative.
Where an ad depicts or refers to alcohol alongside the alternative product, advertisers should note that such references or depictions must comply with the rules relating to responsible portrayal of alcohol consumption in Section 18 of the CAP Code.
Why this matters
With the market for zero and low-alcohol products expanding, brands should ensure that they are aware of the applicable rules, particularly the requirement that the ABV is always prominently displayed. The ASA’s AI monitoring trial revealed sector-wide compliance issues in alcohol‑free ads, which prompted this latest guidance note.
