Summary:
The Code prohibits marketers from suggesting that alcohol can enhance mental or physical capabilities or sporting achievement. Marketing communications that suggest alcohol can make the drinker smarter, wittier, sharper, more focussed, stronger, faster or higher performing in some way are almost certainly unacceptable. That is not to say that marketers cannot say that intelligent or physically capable people choose their brand but they should steer clear of implying a causal link between their product and improved mental or physical capabilities. In 2007, the ASA rejected a marketer’s argument that his campaign merely conveyed that smart and sassy people by drinking the product (Intercontinental Brands Ltd, 21 February 2007). Marketers should therefore take care when trying to target their brand at an audience to whom others might reasonably be attracted.
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