Under 25s Rule 3.2(i) A drink, its packaging or promotional material should not, in any direct or indirect way… incorporate images of people who are, or look as if they are, under twenty-five years of age, where there is any suggestion that they are drinking alcohol or they are featured in a significant role. Images may be shown where people appear only in an incidental context.

Alcohol marketing should not feature images of people under 25. This rule is designed to protect under-18s from associating people in alcohol marketing with their immediate peer group.

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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