Irresponsible Drinking Rule 3.2(f) A drink, its packaging or promotion should not encourage illegal, irresponsible or immoderate consumption, such as binge drinking, drunkenness or drink-driving.

It is vital that drinks companies do not promote the irresponsible use of their products. Any encouragement of excessive drinking will be found in breach of the Code.

For more information on this rule, please find our attached guidance document here.

Below you can find examples of products considered under this rule and the decision made by the Independent Complaints Panel:

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