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How to keep your alcohol advertising on the right side of the regulator


On 04/12/15 by Craig Jones (Director of Communications, Advertising Standards Authority)


The advertising of alcohol products is subject to stringent rules and regulations – mainly to protect children and young people from exposure and to ensure that alcohol is enjoyed responsibly.


Here at the CAP, we have responded to the demand from advertisers for greater claret-ty of what’s hop and what’s not when it comes to responsible advertising of alcoholic products. A new pint-size online training course is now available which provides an in-depth understanding of advertising rules and how to apply them.


By developing this, we’re making sure advertisers will be raising the bar when it comes to responsible promotion. This is the only training which uses real ASA rulings. The menu includes:


  • An introduction to alcohol advertising – providing an overview of the regulation and why the rules for advertising alcohol are strict
  • A comprehensive understanding of the rules by using real cases where the ASA has upheld and not upheld rulings
  • How to create responsible advertisements by learning about the common mistakes made and how to avoid them; and
  • Exercises which put learning into practice

After completing the course you won’t be blurry-eyed, rather your sprits will be raised by having an excellent understanding of how to avoid an advert hangover.


Each round costs £75 (inc. VAT), with discounted business licenses available for 10 or more users from the same organisation. Visit www.caplearning.org.uk for more information and to enjoy your free taster.


BBPA members receive a 15% discount when they purchase e-learning. Please contact BBPA for the discount code.



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