‘It doesn't hurt after the third glass’.
Wine advertising should not encourage excessive or irresponsible consumption. An invitation to Happy Hour, all-you-can drink consumption is therefore out of the question. However, a glass with friends or suggestions for food pairing are both permissible.
Children and people under the drinking age are taboo.
The protection of minors is one of the most important concerns in German advertising law. The following therefore applies: Children and young people must not be encouraged to consume alcohol. What does this mean in concrete terms?
Here are a few examples:
- No pictures with minors. Not on social media, nor any other advertising channel, as this could encourage people of the same age to drink.
- And also no ‘youth-orientated design features’. What does a lawyer mean by this? A ‘wine Barbie’, for example, would be taboo, even if the idea is tempting. Other typical products, series characters, children's songs or emojis must not be used in advertising material. This also means avoiding young-sounding voices, or language that sounds 'overtly youthful'.
- An absolute no-go is advertising in media or in situations that are aimed at children or young people. This means no advertising on a children's channel or during youth training sessions.
- And please make sure that the people shown are not only young adults according to their identity card, but also visually — they must be clearly of drinking age.
Stay away from current athletes.
Who drinks a toast in the locker game's dressing room? Combining alcohol and sport is a problem, so advertising with athletes is only recommended with alcohol-free wine. Once the athlete has retired, it's a different story. So if you can afford it, you can ask Boris Becker.
No drinking and driving.
The ban on alcohol applies not only to road traffic, but also to advertising. Advertisers should not associate alcohol consumption with cars or even driving. And other dangerous situations are also taboo. Safety first.
‘Wine is medicine’ - these times are over.
Alcohol is not a medicine. And even if the industry is discussing the J-curve: That alcohol helps against diseases is not a permissible advertising claim. Unlike in toothbrush advertising, doctors and other carers should also be excluded.
Be careful with alcohol content.
‘Bang on’ is not a good message. A high alcohol content must not be emphasised as a special feature in advertising. ‘Doesn't get you drunk’ doesn't work either. Because a low alcohol content must not be presented as harmless. Caution is therefore required in both directions.
‘Had a bad day?
This product is your best friend.'
Alcohol does not help with stress, anxiety, guilt or loneliness. Advertising should therefore not suggest this. And the disinhibiting effect of alcohol is also a no-go.
Alcohol is not performance enhancing
If you can't run a marathon without alcohol, you shouldn't try it with alcohol. At least not in advertising, because ads must not give the impression that alcohol increases performance or promotes social or even sexual success. However, it is possible to depict moderate consumption, e.g. at a party.
