Marketing and advertising for alcoholic drinks are already required to adhere to the ASAI’s Code of Standards for Advertising and Marketing Communications in Ireland, regardless of the medium in which they appear. In recent years there has been an emergence of non-alcohol product variants. The ASAI has therefore issued guidelines to assist brands in the development of their advertising and marketing communications for these products.

Key Points for Advertisers and Brands to note:

1) It should be made very clear at the start and throughout a marketing communication that the product is non-alcoholic. 

2) If there is absolutely no doubt that the product is a non-alcohol product variant then the depiction of activities which could be considered a risk to personal safety (similar to that if alcohol was being or was to be consumed) is unlikely to be considered in conflict with the ASAI Code requirements on safety.

3) Children’s media and advertising that is proximate to schools must be avoided. Advertising should not appeal to minors in either placement or content. 

4) Marketing Communications should be clearly aimed at people aged 18 and over. Treatments that would appeal primarily to children should not be used. Anyone depicted in a marketing communication shown drinking or playing a significant role should be aged over 25 and should appear to be over 25.

The guidelines come into effect immediately.