Advertisement will be not feature or foster irresponsible drinking. This applies, for example, to the quantity of drink being consumed or shown in the advertisement
Advertisements will be directed towards brand selling to develop brand loyalty or to persuade people to change brands or type of alcoholic beverage. Advertisement will not out encourage a general increase in the consumption of alcohol
Alcohol beverage advertising will not be directed at persons under the age of 18 years. No one associated with the act of drinking in an advertisement will be younger than 25. Persons under the age of 18 will not be depicted in advertisement except where it would be usual for them to appear, e.g. in family scenes or in background crowds. They will not be shown drinking alcoholic beverages, nor may it be implied that they are.
Advertisements will not imply that alcoholic beverage consumption is essential to business and social success or a acceptance, or that refusal is assign of weakness. Nor will they be based on a dare or imply any failing in those who do not accept the challenge of a particular alcohol beverage.
Advertisements will not suggestive of sexual indulgence or permissiveness, portray nudity or present an improper portrayal of near nudity, present any situation derogatory to the virtue of either sex or claim or suggest that alcoholic beverages can contribute directly to sexual success or seduction
Advertisement will not induce people in an improper manner to prefer a drink because of its higher alcohol content or intoxicating effect. Factual information for the guidance of consumers about the alcoholic strength may be included.
Advertisements will not claim that alcohol has curative, nor offer it expressly as a stimulant, sedative or tranquillizer. Advertisements may refer to the refreshing attributes of an alcoholic beverage, but will not imply that performance can be improved through the consumption of such a drink.
Advertisements will not suggest consumption of liquor under circumstances which are generally regarded as inadvisable, improper or illegal, e.g. preceding or during any operation requiring sobriety, skill or precision. Example of such operations are motor vehicle driving, aeronautics, other forms of transport, work or sport requiring intense physical effort.
Advertisement will not depict pregnant women
Alcoholic drinks will not be advertised in a context of aggressive or antisocial behavior.
Advertisement may not be transmitted in the commercial breaks immediately before, during or immediately after children’s programmes on television or radio.
Advertisement will not be placed in any medium aimed specifically at children
All advertisement in print, television, cinema and radio media and all product labels / packaging will carry the message: “Not for sale to person under the age of 18”