Summary:
Marketing communications must not show, imply or condone immoderate or excessive drinking (Beverage Brands (UK) Ltd, 9 June 2004). That applies to the amount of drink and to the way drinking is portrayed. Showing drinks being consumed in one swallow, a few large gulps, over a short space of time or in large quantity is unlikely to be acceptable. Even if nobody is shown drinking, the depiction of unopened bottles and cans can still imply excessive consumption. Anyone who seems drunk or under the effects of alcohol should be avoided (Opal Lounge, 23 November 2005).
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