Advertising Standards Authority (ASA)

The Advertising Standards Authority (ASA) is the self-regulatory organization of the advertising industry in the United Kingdom. In the context of the beverage industry, the ASA plays a critical role in monitoring and enforcing marketing codes, particularly concerning the boundary between alcoholic drinks and non-alcoholic (NoLo) alternatives.

Regulatory Stance on NoLo Beverages

The rapid expansion of the NoLo sector has blurred visual lines, prompting the ASA to enforce stricter rules regarding visual-thresholds-for-consumer-confusion. To combat deceptive practices like alibi-marketing—where an alcohol-free product is used to subliminally promote a master alcohol brand—the ASA has mandated that:

1. All products marketed as alcohol alternatives must explicitly quote their ABV, even if it is 0.0%.
2. Terms like “Zero Alcohol” are legally restricted strictly to 0.0% products.
3. If an alcohol alternative’s packaging and presentation are virtually indistinguishable from an alcoholic product, the advertisement is subject to full alcohol advertising restrictions.