Strength Rule 3.2(a) A drink, its packaging or promotion should not give the higher alcoholic strength, or the intoxicating effect, undue emphasis. A product’s lower alcoholic strength may be emphasised proportionately when it is below the average strength for similar beverages. Factual information about alcoholic strength may be given.
Producers can draw attention to products which are below the average strength of similar drinks by making the lower strength a dominant theme.
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: