Summary:
Marketers should take care if using a celebrity to promote their product, especially if that celebrity is likely to be seen as a role model by the young. The Code prohibits marcoms from associating alcohol with people under 18 or reflecting their culture. They should not feature or portray real or fictitious characters who are likely to appeal particularly to under-18s in a way that might encourage them to drink. Using characters such as Harry Potter or celebrities like McFly are likely to be a problem.
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