Alcohol advertising in the UK is subject to some of the most stringent rules in the world.
They place a particular emphasis on protecting young people. Alcohol ads must not be directed at people under 18 or contain anything that is likely to appeal to them by reflecting youth culture or by linking alcohol with irresponsible behaviour, social success or sexual attractiveness.
These mandatory rules, as independently regulated by the Advertising Standards Authority (ASA) apply across all media, whether offline or online.
Which brings us to social media. How does an alcoholic beverage brand successfully run a social media channel, full of appealing content and personal engagement while sticking to the right side of the regulations?
Lets take a look at some of the most popular brands in the UK.