Advertising messages for alcoholic beverages may not:
refer to the disinhibiting effects of alcoholic beverages, such as the reduction or elimination of fears and feelings of inner or social conflict.
refer to the possible health benefits of drinking alcoholic beverages.
suggest that the consumption of alcoholic beverages improves physical or mental performance.
suggest that the consumption of alcoholic beverages positively influences sporting performance.
Guidelines to Article 6
In advertising messages for alcoholic beverages no claims or suggestions may be made about the positive health effects of alcohol. However, one is allowed to refer to taste perception. Do not use any words such as ‘energizing’ and ‘energy’ either, because then the impression might arise that consumption of the product makes a person more energetic. The RCC has judged in several cases that these words suggest that it improves physical and mental performance.
Refreshing versus it refreshes
In a commercial Strongbow Gold is described as ‘highly refreshing cider’. This judgment from the RCC made it clear that ‘fresh’ and ‘refreshing’ may be used, because in this commercial ‘refreshing’ only refers to the taste perception. Another judgment from the RCC already made it clear that the term ‘it refreshes’ may not be used, because here there is question of the suggestion of improved mental or physical performance.