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Alcoholic beverages are among the UK’s most popular and successful brands. Advertising these brands is important to the UK’s economy but it is also important that the rules are both responsible and effective.


In May 2017 EU Culture Ministers adopted a General Approach on the revision of the AVMSD, which governs EU-wide coordination of national legislation on all audiovisual media, both traditional TV broadcasts and on-demand services. This decision paves the way for further negotiations to take place on the directive, including the advertising of alcohol.

The AVMSD is the only available EU media regulation on alcohol advertising and has two articles dedicated to it (article 9.1 and article 22)

The Council’s current position is that support for self- and co-regulatory codes for alcohol advertising will be maintained. However, it is proposed that national authorities monitor and evaluate the codes of conduct, as well as apply sanctions to self-regulatory authorities.


We work alongside The Portman Group, the industry self-regulatory group covering wider marketing issues, and the Drinkaware Trust, the industry funded but independent social messaging body. Drinkaware promotes responsible drinking within the Government’s recommended guidelines and finds innovative ways to challenge the national drinking culture through its campaign, digital, media and grants activities. We also work closely with the industry trade bodies, including the British Beer and Pub Association, the Wine and Spirit Trade Association and the Scotch Whisky Association.

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