WHETHER IT’S HEALTHY OR NOT, YOU BETTER NOT CLAIM IT

Following a similar ruling for TV and radio advertisers last month, alcohol advertisers are no longer allowed to make health claims in non-broadcast campaigns in the UK. Under the Committee of Advertising Practice’s new rule, factual information about an alcoholic drink’s contents may be given but advertisers will not be able to make any claims about health or weight control.

The CAP stated that “advertisers should not imply that an alcoholic drink can be a source of nourishment or suitable as part of an exercise, fitness or weight control regime.” Describing a beverage with “low” or “lower” calories or carbs is “potentially misleading,” according to the CAP, and no longer allowed. Brands such as Michelob Ultra and Miller Lite along with a range of wine brands will potentially suffer from the new ruling. Is the U.S. next?