Appeal to Under 18s

Rule 3.2 (h) A drink, its packaging or promotion should not have a particular appeal to under-18s (in the case of sponsorship, those under 18 years of age should not comprise more than 25% of the participants, audience or spectators).

Alcohol must only be marketed to adults and not in a way that could particularly appeal to children or resonate strongly with them.

Cartoon-style imagery, childish fonts, bright colouring, personalities that are particularly admired by under-18s, pictures of real or fictional people known to children or terminology popular with children should not be featured. Read more 

Need help? Contact the Portman Group Code Advisory Service

Click below to see the latest examples of products considered under each rule and the decision made by the Independent Complaints Panel. You can find all the complaint decisions here.