* Recommended read 

Euronews/ Meta view on EU regulation

Above is sponsored content May 12, 2025

EU fines Apple €500M, Meta €200M 

Politico April 22, 2025

EU consumer law plans Lewis Silkin 

Apr 9, 2025. Commissioner report here

Omnibus simplification package update

Hogan Lovells April 1, 2025

AI

AILD to be dumped 

EC Guidelines on Prohibited AI Practices

Part I. CMS Feb 7, 2025. Guidelines here

The AI Convention CSC Sept 12, 2024 here

AI Global Regulatory Update. Eversheds Sutherland Feb 22, 2024

EU AI Act: first regulation on artificial intelligence. June 2023

Visual summary of the EU's AI Act's risk levels here 

ICPEN open letter to fashion industry

EU council approves 'stop-the-clock'

Macfarlane's April 24, 2025

Sustainability, ESG Trends 2025. Clifford Chance Feb 2025

Greenwashing: An International Regulatory Overview

KPMG. 25 jurisdictions. Copyright 2024

There's an almost constant barrage of new and developing rules and regulations all around the world on this issue and especially in Europe, which is where we start. We think it's helpful first to distinguish between 'consumer' rules i.e. those that apply to business-to-consumer communications, and 'corporate' rules, which are those that apply to corporate 'ESG' reporting and financial services sector to investors, though the former ad rules will also apply to the financial sector when they advertise (the corporate reporting and due diligence rules don't per se apply in advertising, but we include them later so as to complete 'the green picture'). Anyway, consumer rules first as that's where most of our interests lie. In Europe, you need to be aware in particular of two directives driving the commercial communications elements of the 'Green deal' agenda:

1. The 'Empco' Directive 2024/825, full title and directive here, which was in force from March 2024, meaning that member states have until September 2026 to implement. Basically, and for our purposes, the Directive is an amendment of the seminal UCPD 2005/29/EC which forms the cornerstone of consumer protection rules in Europe. New environmentally-specific clauses are added to the 'blacklist' and e.g self-certification is banned. There's a good summary here from Taylor Wessing. Clauses are placed in our following content section B. 

2. The Green Claims Directive. The Commission pages on the proposed new law, which has new requirements for substantiation and verification of green claims, are here. The European Parliament is expected to reach final agreement before the end of 2024 update here Dec 10, 2024 from IMCO Internal Market and Consumer protection European Parliamentary Committee; there's likely to be an extended implementation period. A good June 2024 summary here from Freshfields Bruckhaus Deringer and EASA's update from December 2024 here

 Navigating the Future of Green Claims in the EU. GALA March 25, 2025 (webinar)

Greenwatch: Issue 6 Ashurst EU and UK March 12, 2025 Issues Omnibus, ESMA guidelines, UK Principles for voluntary carbon and nature market integrity, WPP

Navigating the increasing scrutiny of green claims
Slaughter and May November 19, 2024. EU, UK. Audio

Standards for Claims of “Carbon Neutral” and “Climate Friendly” 

Formosan Bros Oct 4, 2024. Countries Australia, European Union, OECD, Taiwan, UK

See Omnibus announcements above 

A Practical Guide to Greenwashing for Financial Institutions
Baker McKenzie March 25, 2025. International

 Update Corporate Sustainability Reporting Directive Transposition
Ropes & Gray December 20, 2024

CSDDD FAQs Proskauer October 4, 2024

FAQs on the implementation of the EU corporate sustainability reporting rules

From the Commission August 7, 2024. Ropes & Gray unpack them here

ESMA Guidelines on funds’ names using ESG/ sustainability terms. Aug 2024

As this aspect of the green deal is not directly ad-related and as there's so much ground to cover, we've linked the information here

This analysis of the four key directives from White & Case July 8, 2024 is helpful in explaining their roles and see also Regulation Across Jurisdictions from Sidley Austin July 17, 2024 

Influencer Marketing Practices Under Scrutiny In Europe
Greenberg Traurig April 15, 2025

Understanding consumer law when conducting influencer marketing
campaigns in the EU and UK. BCLP October 7, 2024

This is a high profile and somewhat controversial (in regulatory terms) marketing technique that’s deployed right across the world. Most jurisdictions, in Europe at any rate, publish specific rules or guidelines, be they from statutory consumer protection authorities increasingly involved or, more frequently, self-regulatory organisations. The big and consistent issue is obviously identification when a post is an ad, when it's been incentivised in some way; less consistent is the way that authorities require that identification to be made, so check the rules/ guidelines in each country. A number including the US and Canada, Belgium, France, Italy, The Netherlands, Germany, Poland, Spain, Sweden, Australia and China have been assembled by the admirable DLA Piper in their Global Influencer Guide published 2022. For other international rules/ guidelines see ICPEN's Guidelines for Digital Influencers, which dates back to 2016 and the IAB's 2018 Content & Native Disclosure Good Practice Guidelines. August 7, 2024 GALA discuss ARPP's (French self-reg organisation) Certificate of Responsible Influence here and EASA's (the European self-regulatory network) expansion of that is set out here. 

The European Commission got interested some time ago and has issued various edicts/ hubs/ guidelines, as is its wont:

The Commission publish The Influencer Legal hub 'These resources are for anyone making money through creating social media content.' and 'The information in the Influencer Legal Hub reflects the position of the Consumer Protection Cooperation Network which adopted the 5 Key Principles on Social Media Marketing Disclosures.' On May 14, 2024, the EU Council  approved ‘Conclusions on ways to support influencers as online content creators in the EU.’ Bird&Bird on that here June 12.

In the US, the key rule maker is the FTC (Federal Trade Commission, a government agency), which issues a number of guidelines, the most important of which are:

Guides Concerning the Use of Endorsements and Testimonials in Advertising

Disclosures 101 for Social Media Influencers 

FTC Requirements For Influencers: Guidelines and Rules
Termly Feb 2, 2024 published FTC Requirements For Influencers: Guidelines and Rules, a good summary by platform

In self-regulation, the National Advertising Division (NAD) of the Better Business Bureau (BBB) make available a number of cases here; the BBB's ad code is here, clause 30 Testimonials and Endorsements. The key issue, defined by FTC and deployed by NAD, is any 'material connection' between advertiser and influencer and the adequacy of its disclosure, which must be 'clear and conspicuous.' See the US 'general rules' database on this website for more.

 ASCI's June 2021 Guidelines for Influencer advertising in digital media (link to a downloadable pdf). Additionally, from the CCPA's Guidelines for Prevention of Misleading Advertisements and Endorsements 2022 (CCPA guidelines): 14. Disclosure of material connection (the same term used by ASCI). 'Where there exists a connection between the endorser and the trader, manufacturer or advertiser of the endorsed product that might materially affect the value or credibility of the endorsement and the connection is not reasonably expected by the audience, such connection shall be fully disclosed in making the endorsement.' In January 2023 the Department of Consumer Affairs, who administer the Consumer Protection Act, issued 'Endorsement know-hows'  on when and how to disclose a 'material relationship.' Commentary from SS Rana/ Lex here. Additional Influencer Guidelines for Health and Wellness Celebrities, Influencers and Virtual Influencers August 10, 2023 by the Consumer Protection Authority (CCPA) is here. Summary of Influencer rules from Kan & Krishme/ GALA December 7, 2023 is here.

NOTES 

The headings below are not necessarily identical to those from CAP/BCAP but have been adapted in order to provide consistent themes and to compare across markets, where the themes are largely as shown below. The rules are all taken directly from CAP and BCAP Codes, which are also available in PDF form below (alcohol section):

CAP code: https://www.asa.org.uk/asset/2100E6E2-D068-45F2-9E306D6967AE4006/

BCAP code: https://www.asa.org.uk/asset/6CB3116C-5831-4B6A-A8F67DD0BF1711B0/

• All of the CAP rules on alcohol apply to all ads for alcohol and those ads that feature or refer to alcohol; BCAP separates out the rules that only apply to ads for alcoholic drinks
• Some of the rules apply to all advertising, not just alcohol; the distinctions, where they exist, are identified
• CAP and BCAP rules are not always identical; we combine where they are, and we also show some rules twice if they can be applied under two different headings

1. CAP AND BCAP CODE PRINCIPLES

Marketing communications for alcoholic drinks should not be targeted at people under 18 and should not imply, condone or encourage immoderate, irresponsible or anti-social drinking. The spirit as well as the letter of the rules in this section applies. The rules in this section apply to marketing communications for alcoholic drinks and marketing communications that feature or refer to alcoholic drinks (italics ours). Definitions are here: http://www.g-regs.com/downloads/UKAlcCodesDefinitions.pdf

1.1. Misuse/ irresponsible or harmful consumption

• Marketing communications must be socially responsible and must contain nothing that is likely to lead people to adopt styles of drinking that are unwise. For example, they should not encourage excessive drinking. Care should be taken not to exploit the young, the immature or those who are mentally or socially vulnerable (18.1 CAP)

Marcoms may not:

• Feature alcohol being handled or served irresponsibly (18.11 CAP and 19.12BCAP)
• Portray drinking alcohol as a challenge. Marketing communications must neither show, imply, encourage or refer to aggression or unruly, irresponsible or anti-social behaviour nor link alcohol with brave, tough or daring people or behaviour (18.4 CAP)
• Link alcohol with daring, toughness, aggression or unruly, irresponsible or antisocial behaviour (19.5 BCAP)
• Advertisements must not feature, imply, condone or encourage irresponsible or immoderate drinking. That applies to both the amount of drink and the way drinking is portrayed. References to, or suggestions of, buying repeat rounds of alcoholic drinks are not acceptable. That does not prevent, for example, someone buying a drink for each member of a group. It does, however, prevent any suggestion that other members of the group will buy a round (19.2, BCAP)
• Imply that alcohol might be indispensable or take priority in life or that drinking alcohol can overcome boredom, loneliness or other problems (18.6 CAP)
• Portray alcohol as indispensable or as taking priority in life. Advertisements must not imply that drinking can overcome problems or that regular solitary drinking is acceptable (19.7 BCAP)
• Link alcohol to illicit drugs (18.8 CAP and 19.9 BCAP)

Promotions

• Marketing communications that include a promotion must not imply, condone or encourage excessive consumption of alcohol (18.10 CAP)
• Advertisements may include alcohol promotions but must not imply, condone or encourage immoderate drinking (19.11 BCAP)
• September 2016 Non-broadcast advice from CAP on Promotional marketing of alcohol: 
  https://www.asa.org.uk/advice-online/alcohol-promotional-marketing.html

Alcohol drinks promotions in Scotland Advertising Guidance (non-broadcast and broadcast): 

https://www.asa.org.uk/asset/BF4E8341-B1E5-44A5-BE5E247C720FF80C/

1.2. Dangerous activities

• Marketing communications must not link alcohol with activities or locations in which drinking would be unsafe or unwise (18.12, CAP)
• Marketing communications must not link alcohol with the use of potentially dangerous machinery or driving. Marketing communications may feature sporting and other physical activities (subject to other rules in this section; for example, appeal to under-18s or link with daring or aggression – CAP only italicised) but must not imply that those activities have been undertaken after the consumption of alcohol (18.12 CAP and 19.13 BCAP)

1.3. Alcohol content

Updated January 2022. See Amending limitations on advertising low alcohol products

See also A refresher on low alcohol drinks CAP News 10 March, 2022 and under 1.10 below 

And most importantly see Advertising Guidance Alcohol Alternatives November 23, 2023. In force 14 May, 2024. "Its purpose is to define when ads for alcohol alternatives may be subject to the standard alcohol rules and explain how alcohol alternatives can be marketed without inadvertently encouraging inappropriate consumption of alcohol." The linked document provides a new set of rules that extend the existing CAP/BCAP alcohol rules. We have amalgamated the rules where they are exactly the same between CAP/BCAP here; significant guidance surrounds the rules 

• Marketing communications/ advertisements may give factual information about the alcoholic strength of a drink. They may also make a factual alcohol strength comparison with another product, but only when the comparison is with a higher-strength product of a similar beverage. Marketing communications must not imply that a drink may be preferred because of its alcohol content or intoxicating effect
• However, low-alcohol drinks may be presented as preferable because of their low alcoholic strength, provided that the alcohol content of the drink is stated clearly in the [marketing communication/advertisement]. In the case of a drink with relatively high alcoholic strength in relation to its category, the factual information should not be given undue emphasis (18.9 CAP and 19.10 BCAP)

1.4. Medical and nutritional aspects

• Marketing communications must not imply that alcohol has therapeutic qualities; Alcohol must not be portrayed as capable of changing mood, physical condition or behaviour, or as a source of nourishment (18.7 CAP and 19.8 BCAP)
• Although they may refer to refreshment, advertisements must not imply that alcohol can improve any type of performance (19.8 BCAP)
• Marketing communications may give factual information about product contents, including comparisons, but must not make any health, fitness or weight-control claims. The only permitted nutrition claims are "low-alcohol", "reduced alcohol" and "reduced energy" and any claim likely to have the same meaning for the consumer (18.17 CAP and 19.18 BCAP) Guidance on this issue is here from CAP and here from BCAP for radio

1.5. Performance

• Marketing communications must not imply that alcohol has therapeutic qualities; Alcohol must not be portrayed as capable of changing mood, physical condition or behaviour, or as a source of nourishment (18.7 CAP and 19.8 BCAP)
• Although they may refer to refreshment, advertisements must not imply that alcohol can improve any type of performance (19.8 BCAP)
• Advertisements must not link alcohol with the use of potentially dangerous machinery or driving. Advertisements may feature sporting and other physical activities (subject to other rules in this section) but must not imply that those activities have been undertaken after the consumption of alcohol (19.13, BCAP)

1.6. Minors

• Marketing communications must not be likely to appeal particularly to people under 18, especially by reflecting or being associated with youth culture. They should not feature or portray real or fictitious characters who are likely to appeal particularly to people under 18 in a way that might encourage the young to drink. People shown drinking or playing a significant role (see rule 18.16) should not be shown behaving in an adolescent or juvenile manner (18.14 CAP)
• Marketing communications must not be directed at people under 18 through the selection of media or the context in which they appear. No medium should be used to advertise alcoholic drinks if more than 25% of its audience is under 18 years of age (18.5 CAP)
• People shown drinking or playing a significant role must neither be nor seem to be under 25. People under 25 may be shown in marketing communications, for example, in the context of family celebrations, but must be obviously not drinking (18.6 CAP)

Television only – Alcohol advertisements must not:

• Be likely to appeal strongly to people under 18, especially by reflecting or being associated with youth culture or showing adolescent or juvenile behaviour (19.15.1 BCAP)
• Include a person or character whose example is likely to be followed by those aged under 18 years or who has a strong appeal to those aged under 18. (19.15.2 BCAP)

Radio only – Alcohol advertisements must not:

• Be targeted at those under 18 years or use a treatment likely to be of particular appeal to them (19.16.1 BCAP)
• Include a person or character whose example is likely to be followed by those aged under 18 years or who has a particular appeal to those aged under 18 (19.16.2 BCAP)
• Alcohol advertisements must not feature in a significant role anyone who is, or seems to be, under 25 and must not feature children. An exception is made for advertisements that feature families socialising responsibly. Here, children may be included but they should have an incidental role only and anyone who seems to be under the age of 25 must be obviously not drinking alcohol (19.17 BCAP)

1.7. Social success and role: marcoms must not:

• Claim or imply that alcohol can enhance confidence or popularity (18.2 CAP)
• Imply that drinking alcohol is a key component of the success of a personal relationship or social event. The consumption of alcohol may be portrayed as sociable or thirst-quenching (18.3 CAP)
• Neither imply that alcohol can contribute to an individual's popularity or confidence nor imply that alcohol can enhance personal qualities (19.3 BCAP)
• Imply that drinking alcohol is a key component of social success or acceptance or that refusal is a sign of weakness. Advertisements must not imply that the success of a social occasion depends on the presence or consumption of alcohol (19.4 BCAP)
• Imply that alcohol might be indispensable or take priority in life or that drinking alcohol can overcome boredom, loneliness or other problems (18.6 CAP)
• Portray alcohol as indispensable or as taking priority in life. Advertisements must not imply that drinking can overcome problems or that regular solitary drinking is acceptable (19.7 BCAP all ads)

1.8. Sexual aspects

Marketing communications must neither link alcohol with seduction, sexual activity or sexual success nor imply that alcohol can enhance attractiveness (18.5 CAP)

• Advertisements must not link alcohol with sexual activity, sexual success or seduction or imply that alcohol can enhance attractiveness. That does not preclude linking alcohol with romance or flirtation (19.6 BCAP; italicised phrase BCAP only)

1.9. Drinking at work

• Only in exceptional circumstances may marketing communications feature alcohol being drunk by anyone in their working environment (18.13 CAP)
• Advertisements must not normally show alcohol being drunk by anyone in their working environment (19.14 BCAP)

1.10. Alcoholic strength 

See Advertising Guidance Alcohol Alternatives November 23, 2023. In force 14 May, 2024. "Its purpose is to define when ads for alcohol alternatives may be subject to the standard alcohol rules and explain how alcohol alternatives can be marketed without inadvertently encouraging inappropriate consumption of alcohol." The linked document provides a new set of rules that extend the existing CAP/BCAP alcohol rules. We have amalgamated the rules where they are exactly the same between CAP/BCAP here; significant guidance surrounds the rules 

• See point 1.3. above for the specific CAP and BCAP rules related to alcohol content; this section is largely taken from CAP documentation, specifically from A refresher on low alcohol drinks CAP News 10 March, 2022:
• Definition: for the purposes of the CAP and BCAP Codes, low alcohol drinks are specifically defined as having an ABV of above 0.5%, up to and including 1.2%. Although some within the drinks industry include drinks at or below 0.5% as ‘low’ alcohol, these are outside of the definition used by CAP and BCAP
• Low alcohol drinks are still subject to every rule in the alcohol section; specific guidance on these rules is available separately

ABV claims

• Although the alcohol rules all apply to low alcohol drinks, there is a small exception made for the way in which their alcohol content can be promoted
• Ads for alcoholic drinks may state the ABV of the product but may not make a particular feature of alcoholic strength, state that it is preferable, or imply that it is a reason to purchase the product. However, ads for low alcohol drinks may make a preferential feature of their low alcohol content, provided that they clearly state the ABV
• Until recently, ads for low alcohol drinks could not make a preferential feature of the low ABV if the ad also featured a standard strength drink (i.e. one stronger than 1.2%). However, this restriction has now been eased. This means that marketers can include messaging such as “if you like our beer but want to cut down on alcohol, try our 1% version.” More information about ABV claims can be found in this article

Health claims

• As with all alcoholic drinks, ads for low alcohol drinks are heavily restricted in terms of health and nutrition claims. The only acceptable claims are:

Low alcohol (as defined above)
Reduced alcohol
Reduced energy (calories)

• As a low alcohol content can be a factor resulting in a large reduction in calories, and because of the similarity between the words ‘low’ and ‘lower’, marketers should take particular care not to make “low energy (calorie)” claims. For instance, marketing claims such as “low alcohol, low calorie!” or “only 1% ABV and only 10 calories” would not be permissible.

Also see the CAP documentation/ guidance referenced in Section A Overview, some of which is below

Alcohol: Health, diet and nutritional claims. Advice online 15 Feb 2022​

Alcohol: Low alcohol drinks. Advice online 18 Feb 2022

Alcohol: ABV Alcoholic strength. Advice online 19 Jan 2022​

And finally, from HM government:

Low Alcohol Descriptors Guidance. Published 13 December 2018

Department of Health and Social Care

1.11. Advice (non-exhaustive)

General

Just the tonic to help with your alcohol ads on International G&T Day
CAP News October, 2023

Alcohol: General. Advice online July 2023

Avoiding pour decisions when advertising alcohol
CAP News May 2020

Minors

Alcohol: Targeting and Appeal to Under 18s
Advice online March 2023

Alcohol: Featuring under 25s
Advice online February 2022

Age-restricted ads online.

Advertising guidance November 2022

Excess and promotional

Alcohol: Unwise or excessive consumption. 

Advice online April 25, 2024

Bottoms up without the thumbs down
CAP News August 2019

Alcohol: Promotional marketing.

Advice online September 2016

Performance/ mental health 

 Challenges: bravery and machismo

Advice online February 2022

Alcohol: Enhanced sporting, mental and physical capabilities

Advice online July 2020

Alcohol and mental health

CAP News November 2020

1.12. Rulings

‘Alcohol’ ruling search:

https://www.asa.org.uk/codes-and-rulings/rulings.html?q=alcohol

(U) Upheld (NU) Not upheld

Irresponsible consumption

Whisp Drinks August 2022 (U)

AU vodka (U) June 2021

Social success

Tanqueray (NU) August 2023

Commercial here

Under age: targeting and appeal

Diageo/ Captain Morgan/ Snapchat (U) January 2018

Heineken / Tanya Burr on Instagram (U) September 2019

Absolut Vodka (U) November 2017

Daring/ activities

The Macallan (U) April 2019

McQueen gin (U) September 2019

RR whisky (U) April 2021

Enhancing mental or physical capabilities

Bombay Sapphire gin (NU) Jan 2020

Commercial here

Sex and indispensability

Laphroaig whisky (NU) Jan 2021

Commercial here

Nutrition claims

Brewdog's 'Clean and Press' (U) July 2021

Ad here

2. THE PORTMAN GROUP

From the CAP Code website: The Portman Group, supported by the UK's leading drinks producers, is solely focused with the social responsibility issues surrounding Alcohol. The Portman Group’s Code of Practice is used to regulate Alcohol marketing not already subject to regulation by the ASA or Ofcom, including naming, packaging, sponsorship, point-of-sale and brand merchandising. Their primary role is to:

• ‘Lead on best practice in alcohol social responsibility through the actions of member companies
• Regulate the promotion and packaging of alcoholic drinks sold or marketed in the UK through our Code of Practice
• Challenge and encourage the industry to market its products responsibly.’

2.1. The sixth edition of the Portman Group Code of Practice on the Naming, Packaging and Promotion of Alcoholic Drinks is here:

https://www.portmangroup.org.uk/codes-of-practice/

2.2. The Alcohol Sponsorship Code January 2014 can be found at the same link above 

Extracts from the codes above are in our following channel section C 

3. DRINKAWARE/ RESPONSIBLE CONSUMPTION MESSAGES

• From the Portman Group Code of Practice: ‘Drinkaware was originally created by Portman Group members to provide public education on alcohol issues. Drinkaware, and its website drinkaware.co.uk, is now a wholly independent alcohol education charity
• Companies should, wherever possible, feature the website address http://www.drinkaware.co.uk on brand labels, advertising and websites so that consumers are readily directed to an authoritative source of advice and information on responsible drinking.’
• The address should be accompanied with a statement encouraging consumers to drink responsibly
• A licence can be obtained from the Drinkaware Trust (Tel: +44 20 7307 7450): 
  https://resources.drinkaware.co.uk/downloads/our-logo
• Use of the Drinkaware logo is voluntary. To apply for a Trademark Licence Agreement, email logos@drinkaware.co.uk or call 020 7766 9900
• Some manufacturers deploy a responsibility statement such as ‘Please drink Responsibly’. The message that accompanies the Drinkaware logo is ‘For the facts.’
• For those who observe the ‘Wine in Moderation’ programme, reference to the re-brand from November 2019 is here

4. LEGISLATION

Communications Act 2003/ AVMS Directive 2010/13/EU under the Ofcom Broadcasting Code

• Article 9 (e) from the AVMS under Appendix 2 of the Broadcasting Code: audiovisual commercial communications for alcoholic beverages shall not be aimed specifically at minors and shall not encourage immoderate consumption of such beverages
• Sponsorship must comply with both the content and scheduling rules that apply to television advertising (Ofcom Code 9.17)
• Regulation 1924/2006 on nutrition and health claims made on foods. The Regulation is directly applicable in member states, is retained legislation in the U.K. and prohibits the making of health or nutritional claims in advertising for alcoholic products which contain more than 1.2% alcohol by volume. As an exception, the only nutrition claims permitted for drinks containing more than 1.2% ABV are those relating to low alcohol levels, or to the reduction of the alcohol or energy content (Art. 4 (3)). In this context, see Alcohol: Health, diet and nutritional claims; CAP Guidance February 2022
• Other statutory rules under channel section C for placement requirements for alcohol marcoms  

5. OTHER REGULATIONS

• 5.1. The Nutrition and Health Claims Regulation (NHCR) 1924/2006 is directly relevant to the alcohol rules and reflected in the CAP/ BCAP Codes (18.17 / 19.18 Advertisements / marcoms for alcoholic drinks may give factual information / statements about product contents, including comparisons, but must not make any health claims, which include fitness or weight-control claims. The only permitted nutrition claims are "low alcohol", "reduced alcohol" and "reduced energy" and any claim likely to have the same meaning for the audience). Also see above under 4
• 5.2. Alcohol etc (Scotland) Act is not transposed into the codes but CAP & BCAP provide guidance (Jan 2016) on it here, and there's a November 2019 CAP News piece here. 
• Scottish govt. consultation on restrictions; closed 9 March 2023. This consultation threatens significant new restrictions in alcohol advertising in Scotland; Lewis Silkin/ Mondaq commentary here 
• Last orders for alcohol advertising in Scotland? ASA January 2023; Plans put on hold April 2023 due to inter alia 'concerns from industry.'

• Marketing communications should be truthful and not misleading;
• Marketing communications should not contain any claim likely to mislead the consumer, regardless of how it is conveyed – by text, sound, visual elements or any combinations thereof – and regardless of how the misleading effect occurs – directly or by implication, omission, ambiguity or exaggeration. The combination of elements used in a marketing communication provides the net impression of a claim and control how it is interpreted. This applies especially, but is not limited to:
   
  • characteristics of the product which are material, i.e. likely to influence the consumer’s choice, such as the nature, composition, method and date of manufacture, range of use, efficiency and performance, benefits, quantity, commercial or geographical origin or environmental, social or economic impact;
  • the value of the product, and the total price and taxes to be paid by the consumer;
  • terms for the delivery, provision, exchange, return, repair and maintenance;
  • terms of guarantee;
  • the full provision, activation or automatic renewal of a subscription or service, copyright and industrial property rights such as patents, trademarks, designs, models, trade names and other distinguishable marks;
  • compliance with certification and standards or any other use of quality marks, logos (e.g. environmental, sustainable) or recognition symbols;
  • official recognition or approval, awards such as medals, prizes and diplomas;
  • sponsorship, agreement or cooperation with a particular company or brand;
  • the extent of benefits for charitable causes;
  • respect of human rights or sustainable behaviour.

​

• Audiovisual materials such as photos, video, sounds or other illustrations that are likely to mislead the consumer with regard to either a product’s characteristics, performance, benefits, quality and effects to be expected, or the association of a person or organisation with the product, should not be used, including where these are misleading because they have been altered or enhanced (e.g. AI generated or by so-called photo and video editing);
• Communications that reflect specific commitments or goals that are aspirational in nature and not likely to be met until many years in the future (e.g. carbon negative, climate positive, diversity, equality, well-being etc.) require that the company is able to demonstrate, in concrete terms, that it has a reasonable capacity and methodological approach to meet such a commitment. Qualifiers should be included if elements or impacts will occur in the future.

Substantiation (Art. 6)

• Marketers should have a reasonable basis for making claims relating to verifiable facts at the time the claim is made. Claims that state or imply that a particular level or type of substantiation exists should have at least the level of substantiation advertised. Supporting documentation should be provided promptly upon request to the self-regulatory organisations responsible for the application and enforcement of the Code. The standard of proof required generally depends on factors such as the type of claim, the product, the consequences of a false claim and the benefits of a truthful claim;
• Substantiation should be based on documentation, tests or other factual evidence that is valid, reliable and sufficiently precise to support the claim made. In the absence of required substantiation, the claim would be regarded as misleading. 
• Regarding substantiation of environmental claims, see Article D1.

identification and transparency (Art. 7)

• Marketing communications, regardless of format or medium, should be easily identifiable, allowing consumers to clearly distinguish between commercial and non-commercial content;
• Identification disclosures should be prominent, clear, easily legible and appear in close proximity to the commercial message where they are unlikely to be overlooked by consumers;
• Marketing communications should be transparent about their true commercial purpose, and not misrepresent it. Hence, a communication promoting the sale of goods, or the contracting of a service should not be disguised, for example as news, editorial matter, market research, consumer surveys, consumer reviews, user-generated content, private blogs, private postings on social media or independent reviews etc.;
• In the case of mixed content, such as with news or editorial matter or social media, the marketing communication element should be made clearly distinguishable as such, and its commercial nature should be transparent. It should be so presented that it is readily and immediately recognisable as a marketing communication and where appropriate, labelled as such.

identity of the marketer (Art. 8)

• The identity of the marketer should be transparent. Marketing communications should, where appropriate, include contact information to enable the consumer to get in touch with the marketer without difficulty. The above does not apply to communications with the sole purpose of attracting attention to communication activities to follow (e.g. so-called “teaser advertisements”).

........................................................................

Use of technical/ scientific data and terminology (Art. 9)

• Marketing communications should not
   

• misuse technical data, e.g. research results or quotations from technical and scientific publications;
• present statistics in such a way as to exaggerate the validity of a product claim;
• use scientific terminology or vocabulary in such a way as falsely to suggest that a product claim has scientific validity or misuse any label, symbol, logo, or seal to that effect.

Use of 'free' and 'guarantee' (Art. 10)

• The term "free", e.g. “free gift”, "free trial",  or “free offer”, should be used only
   
  • where the offer involves no obligation whatsoever; or
  • where the only obligation is to pay the delivery costs which should not exceed the cost estimated to be incurred by the marketer, should be disclosed upfront, or
  • in conjunction with the purchase of another product, provided the price of that product has not been increased to cover all or part of the cost of the offer.
     
• Where free trial, free subscription and similar offers e.g. an introduction at reduced price convert to paid transactions at the end of the free period, the terms and conditions of the paid conversion should be clearly, prominently and unambiguously disclosed before the consumer accepts the offer. Likewise, where a product is to be returned by the consumer at the end of the free period it should be made clear at the outset who will bear the cost;
• The procedure for returning the product should be as simple as possible, and any time limit should be clearly disclosed. See also Article C12 Right of withdrawal;
• Marketing communications should not state or imply that a “guarantee”, “warranty” or other expression having substantially the same meaning, offers the consumer rights additional to those provided by law when it does not;
• The terms of any guarantee or warranty, including the name and address of the guarantor, should be easily available to the consumer and limitations on consumer rights or remedies, where permitted by law, should be clear and conspicuous.

Presentation of the offer (Art. 11)

• The terms and conditions of any offer including the identity of the marketer, full name and address along with information on how to ask questions or lodge complaints should be transparent to consumers. There should be a clear process which leads to the necessary steps to place an order, purchase, conclude a contract or any other commitment. Wherever appropriate, the essential points of the offer should be simply and clearly summarised together in one place. Essential points of the offer may be clearly repeated but should not be scattered throughout an extensive presentation;
• Offers should not be presented in a manner that conceals or obfuscates material factors, e.g. price, additional costs, availability or other essential sales conditions, likely to influence consumers’ decisions;
• Any image, sound or text which, by its size, volume or any other visual characteristic, is likely to materially reduce or obscure the legibility and clarity of the offer should be avoided. When an offer involves different choices those should be clear and unambiguous, and their consequences easy to understand for consumers;
• When the presentation of an offer also features products not included in the offer, or where additional products need to be purchased to enable the consumer to use the product on offer, this should be made clear in the original offer. For offers involving promotional items, see Chapter A: Sales Promotion;
• Before making any commitment, consumers should be able to easily access the information needed to understand the exact nature of the product and all conditions of the offer, as well as their rights and how to exert them. Marketing communications inviting consumers to contact the marketer for further information of an offer should be transparent on the cost of communications therefore (see also Article C4);
• Where appropriate, the marketer should respond by accepting or rejecting the consumer’s order. The fulfilment of any obligation arising from the offer should be prompt and efficient.

 Automatic renewals (Art.12)

• Advertising and marketing materials should clearly indicate when products are available as an automatic renewal rather than a one-time purchase. (See ICC Principles on Automatic Subscription Renewals. Essentially, marketers should obtain consumers’ consent to the material terms of an automatic renewal at the start of the contract);
• The communication should not be misleading as to how the mechanism works or its consequences. The terms of renewal should be easily accessible for consumers before making any purchase. Where an automatic renewal begins with a free trial or other introductory offer Article 10 applies.

Use of “guarantee” (Art. 13)

• Marketing communications should not state or imply that a “guarantee”, “warranty” or similar terms, provide extra consumer rights additional to those provided by law unless they genuinely do. The terms of any guarantee or warranty, including the guarantor’s name and address, should be easily available to consumers and limitations on consumer rights or remedies, where permitted by law, should be transparent and prominently visible.

Comparisons (Art. 14)​

• Marketing communications containing comparisons should be carefully designed so as not to mislead and should comply with the principles of fair competition. Points of comparison should be based on verifiable facts. Product or price advantages that are demonstrable per se should not be exaggerated or overdramatised. Comparisons should be clear whether they are to a competitor’s product or to another version of the same product.

Exploitation of goodwill (Art. 15)

• Marketing communications should not make unjustifiable or unauthorised use of the name, initials, logo and/or trademarks of another firm, company or institution;
• Marketing communications should not in any way take undue advantage of another firm’s, individual’s or institution’s goodwill in its name, brands or other intellectual property, or take advantage of the goodwill earned by other marketing campaigns without obtaining prior consent.

Imitation (Art. 16)

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• Marketing communications should not imitate another marketer’s work in a manner that is likely to mislead or confuse the consumer. This includes similarities in general layout, text, slogan, visual treatment, music or sound effects;
• Where a marketer has established a distinctive marketing communications campaign in one or more markets, other marketers should not imitate that campaign in other markets where the original marketer might operate. This will consequently prevent blocking the expansion of the campaign to those markets within a reasonable period of time.

Denigration (Art. 17)

• Marketing communications should not denigrate any person or group of persons, firm, organisation, industrial or commercial activity, profession or product, or seek to bring it or them into public contempt or ridicule.

Testimonials and endorsements; influencer marketing communications (Art. 18)

• 18.1 General principles. Marketing communications should not contain or refer to any testimonial, endorsement or supportive documentation unless it is genuine, verifiable and relevant. Testimonials or endorsements, including influencer marketing communications, which have become obsolete or misleading through passage of time should not be used. The sponsored nature of a testimonial or endorsement should be made clear through an appropriate disclosure if the form and format of the communication would not otherwise be understood to constitute a sponsored message;
• 18.2 Influencer marketing communications. All influencer marketing communications (including promotions of an influencer’s own products) should be designed and presented in such a way that it is immediately identifiable as such. Identification should be appropriate to the medium and message, particularly in the context of social media. Marketers and their influencers, as well as creators, should ensure the content is properly presented as marketing communications in accordance with the principles of identification and transparency (see Article 7). Content uploaded concerning third parties constitutes a marketing communication only if the influencer has received some form of compensation from the brand, whether financial or through other arrangements and this should be immediately clear from the context or the content. Each time the communication is shared, the connection between the marketer and the influencer should be transparent.
• 18.2 cont. Affiliate links to products on external third-party websites should be disclosed as such and their commercial nature transparent. In addition to the provisions in Article 7, identification disclosures should not be obscured by or hidden among other content. General disclosures on websites, in the terms and conditions at the end of a piece of content, buried in a string of hashtags, or in the ‘see more’ section are not sufficient. Marketers should make sure that influencer marketing communications posted on their behalf include relevant qualifiers or statements to avoid misleading consumers about the standards, qualities, attributes, costs or other features of the product involved. Influencers should not create social media posts or other messages alleging the content is sponsored by a business when they have no agreement with the brand. Such false statements should be regarded as marketing communications promoting the influencer’s own activity or brand, and hence as misleading (see Article 5);
• 18.3 Use of minors When the influencer is a minor (The term “minors” here refers to persons of such age that they, under the applicable law, lack legal capacity to enter into a binding agreement, e.g. an influencer contract with a marketer), marketing communications should be based on a contract providing for explicit parental or guardian consent and protecting the minor against any undue exploitation;
• Marketers should respect the requirements set out in Chapter E concerning the privacy of children, teens and minors;
• Marketing communications should clearly disclose the connection to the marketer, including if relevant, that the minor is receiving economic or other compensation. All content featuring minors should be age-appropriate and free from inappropriate products, language, themes, or behaviour; further on the special responsibility for children and teens, see Chapter E.

Portrayal or imitation of persons and references to personal property (Art. 19)

• Marketing communications should not portray or refer to any persons, whether in a private or a public capacity, unless prior permission has been obtained from that person; nor should marketing communications without prior permission depict or refer to any person’s property in a way likely to convey the impression of a personal endorsement of the product or organisation involved.

Children and teens (Art. 20)

• Special care should be taken in marketing communications directed to or featuring children or teens. Marketing communications should not exploit the natural credulity of children or the lack of experience of teens and should not strain their sense of loyalty. In directing marketing communications to children and/or teens, the principles of this Code should be applied with due regard to the age and other characteristics of the actual target group, their differing cognitive abilities, and developing personal privacy rights independent of parents or guardians.;
• Marketers should respect standards and laws prohibiting the marketing of products that are subject to age restrictions such as alcoholic beverages, gambling and tobacco to minors (The term minor here refers to those below the legal purchase age, i.e. the age at which national legislation permits the purchase or consumption of such restricted products. In countries where purchase age and consumption age are not the same, the higher age applies in relevant markets). 

For further specific rules, see Chapter E – Children and teens.​

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Safety and health (Art. 21)

• Marketing communications should not, without justification on educational or social grounds, contain any visual portrayal or any description of potentially dangerous practices, or situations which show a disregard for safety or health, as defined by local national standards;
• Instructions for use should include appropriate safety warnings and, where necessary, disclaimers;
• Children should be shown to be under adult supervision whenever a product or an activity involves a safety and/ or health risk;
• Information provided with the product should include proper directions for use and full instructions covering health and safety aspects whenever necessary;
• Such health and safety warnings should be made clear by the use of pictures, sound, text or a combination of these.

• Marketing communications associated with the practice of sending unsolicited products to consumers who are then asked for payment (inertia selling), including statements or suggestions that recipients are required to accept and pay for such products, should not be used;
• Marketing communications which solicit a response constituting an order for which payment will be required (e.g. an entry in a publication) should make this unambiguously clear;
• Marketing communications soliciting orders should not be presented in a form which might be mistaken for an invoice, or otherwise falsely suggest that payment is due;
• For specific rules on respecting consumers’ wishes, see Chapter C, Article C6.

• An 'environmental' claim means any statement, symbol, sound, or graphic that indicates or implies an environmental aspect of a product, a component or ingredient of it, packaging or constituent of it, or an activity, facility or operation. 

• All express or implied environmental claims should be substantiated by reliable scientific evidence11.(TT Reliable scientific evidence is the type of evidence likely to be recognised by experts in the field. Such evidence may, depending on the claim, consist of tests, analyses, calculations, studies, reports, surveys or other information) Care should be taken to assure that the substantiating data relied upon reflects the relevant product or activity and the claimed environmental aspects, attributes or performance featured in the marketing communication;
• To substantiate aspirational claims or claims expressing goals or commitments related to achieving certain environmental metrics in the future, a marketer should be able to demonstrate that it has reasonable plans in place to work in good faith towards achieving the stated aspiration, goal or commitment in the timeframe specified;
• As described in Article 6 of the Code, marketers need to monitor and review environmental claims regularly to ensure ongoing compliance, accuracy, and relevance. Typically, reliable scientific evidence, such as test data, analyses, studies and other documentation, are required to meet this standard;
• See the Framework for further details on substantiation.

D2. Honest and truthful presentation

Environmental marketing communications should be so framed so as not to take advantage of consumers’ concern for the environment, nor exploit their possible lack of environmental knowledge;

• D2.1 Marketing communications should not contain any environmental claims which are likely to mislead consumers in any way about the environmental aspects or advantages of what's being communicated or about actions being taken by the marketer in favour of the environment.
• Marketing communications should not overstate environmental attributes, such as highlighting a marginal improvement as a major gain, or using statistics in a misleading manner, e.g. “we have doubled the recycled content of our product” when there was only a small percentage of recycled content used to begin with) are examples. 
• An environmental claim should be relevant to the specific focus of the marketing communication e.g. the products or activities in question. This should relate only to aspects or attributes that already exist or are likely to be realised during a product’s life, including customary and usual disposal or reasonably foreseeable improper disposal. It should be clear to what the claim relates, e.g. the product, a specific ingredient or aspect of the product, or its packaging or a specific constituent of the packaging or the marketer’s facilities or operations. Aspirational claims should have reasonable plans in place to work in good faith towards achieving the stated aspiration, goal or commitment in the timeframe specified;
• Improvements related to a product and its packaging should normally be presented separately, and not be combined in keeping with the principle that claims should be specific and clearly relate to the product, an ingredient or element of the product, or the packaging or constituent of the packaging;
• A claim concerning a combination of elements such as packaging and product combination can only be made if it really concerns both. This would not be the case, for example, if the claim only concerns the product packaging and the significant impacts of the packaging and product combination are different from the significant impacts of the packaging alone. Claims concerning a combination of elements, for example, inclusion of recycled content in a product or product packaged in compostable packaging, should both be supported by appropriate scientific evidence and qualified as needed to properly convey relevant limitations (e.g. our products include 20% recycled content and our packaging is compostable in industrial facilities, which are limited and may not be available near you);
• Marketing communications that refer to specific environmental claims should not imply, without appropriate substantiation, that they extend to the whole performance of a product, company, group, sector, or industry. Such specific claims should be qualified as needed to avoid a misleading impression, i.e. if the limited nature of the claim is not otherwise clear from the claim itself or the context in which the claim is presented, then the claim should be appropriately qualified;
• A pre-existing but previously undisclosed aspect should not be presented as “new”;
• Environmental claims should not state or imply that reductions or benefits required by law or mandatory standards are voluntary.

D 2.2 Vague or general, non-specific claims 

​

• Vague or general non-specific claims of environmental benefit, which may convey a range of meanings to consumers. Such claims should be made only if they are valid, without qualification, in all reasonably foreseeable circumstances. Claims such as “environmentally friendly,” “ecologically safe,” “green,” “sustainable,” “carbon friendly” or any other claim implying that a product or an activity has no impact — or only a positive impact — on the environment, should not be used without qualification unless a very high standard of proof is available. 
• Special care should be taken before claiming sustainability achievements. Marketers should be cognisant of ongoing work to establish relevant methods to measure and validate sustainability. Relevant limitations should be made clear. An unqualified “sustainability” claim may be understood to involve company actions beyond efforts to reduce environmental impacts, depending on the context. Claims may be perceived as stating or implying that they involve social and economic impacts, such as support for fair working conditions, diversity and inclusion, communities, or charities, or the like, as well. Hence, marketers making sustainability claims should be mindful that consumers may take away a broader corporate social responsibility message. Marketers should evaluate relevant substantiation for such messages and consider whether claims should be qualified accordingly;
• A specific claim about individual environmental attributes supported by reliable scientific evidence could be linked to a claim of “sustainability” (for example, “this part of our product is sustainable because it’s made of 100% post-consumer recycled content and is recyclable”); however, marketers should not state or imply that an entire product, facility or operation is “sustainable” without qualification simply because it has some positive environmental benefits.

D 2.2 Qualifications

• Qualifications should be clear, prominent and readily understandable; the qualification should appear in close proximity to the claim being qualified, to ensure that they are understood together;
• There may be circumstances where it is appropriate to refer a consumer to a QR code or a website where accurate additional information may be obtained. This technique is particularly suitable for communicating about after-use disposal. For example, it is not possible to provide a complete list of areas where a product may be accepted for recycling on a product package. A claim such as “Recyclable only in some communities, visit [URL] to check if there are facilities near you,” provides both the relevant qualifier (that available recycling facilities are limited) plus a means of advising consumers where to locate information on communities where a particular material or product is accepted for recycling.

D3. Scientific research

• Marketing communications should use technical demonstrations or scientific findings about the environmental impact of what's advertised only when they are backed by reliable scientific evidence;
• In line with article 9, environmental jargon or scientific jargon or terminology is acceptable provided it is relevant to the claimed environmental performance and used in a way that can be readily understood by those to whom the message is directed;
• An environmental claim relating to health, safety or any other benefit should be made only where it is supported by reliable scientific evidence. Also, such claim may require different reliable scientific evidence as they relate to aspects other than the environment, see Article D6.

D4. Comparisons

• Any comparative claim should be specific and the basis for the comparison should be clear and understandable to reasonable consumers​. Environmental superiority over competitors should be claimed only when an advantage can be demonstrated. Whatever is being compared in a marketing communication should meet the same needs and be intended for the same purpose;
• Comparative claims, whether the comparison is with the marketer’s own previous process or product or with those of a competitor, should be worded in such a way as to make it clear whether the advantage being claimed is absolute or relative and whether it relates to the overall benefit or a specific benefit;

D5. Product life-cycle

• Environmental claims should not be presented in such a way as to imply that they relate to more stages of a product’s life-cycle, or to more of its properties, than is justified by the evidence; it should be clear to which stage or which property a claim refers. A life-cycle benefits claim should be substantiated by a full life cycle analysis (cradle to grave). If an alternative lifecycle analysis is used (e.g. cradle to gate), the more limited scope of that lifecycle analysis should be disclosed;

Article D6 – Claims regarding components and elements

• When a claim refers to the reduction of components or elements having an environmental impact, it should be clear what has been reduced. Such claims are justified only if they relate to alternative processes, components or elements which result in a meaningful environmental improvement;
• Environmental claims should not be based on the absence of a component, ingredient, feature or impact that has never been associated with the product category concerned. Such claims could be justified if they respond to potential misperceptions about the use of the identified component, ingredient, feature, or impact. If so, qualifiers may be needed to avoid consumers being misled about the nature of the product, process, activity etc.Conversely, generic features or ingredients, which are common to all or most products in the category concerned, or required by law, standards or otherwise, should not be presented as if they were a unique or remarkable characteristic of the product being promoted;
• Claims that a product does not contain a particular ingredient or component, e.g. that the product is “X-free”, should be used only when the level of the specified substance does not exceed that of an acknowledged trace contaminant or background level Note: “Trace contaminant” and “background level” are not precise terms. “Trace contaminant” implies primarily manufacturing impurity, whereas “background level” is typically used in the context of naturally occurring substances. Claims often need to be based on specific substance-by-substance assessment to demonstrate that the level is below that causing harm. Also, the exact definition of trace contaminants may depend on the product area concerned. If the substance is not added intentionally during processing, and manufacturing operations limit the potential for cross-contamination, a claim such as “no intentionally added xx” may be appropriate. However, if achieving the claimed reduction results in an increase in other harmful materials, the claim may be misleading. Claims that a product, package or component is “free” of a chemical or substance often are intended as an express or implied health claim in addition to an environmental claim. The substantiation necessary to support an express or implied health or safety claim may be different from the substantiation required to support the environmental benefit claim. The advertiser must be sure to have reliable scientific evidence to support an express or implied health and safety claim in accordance with other relevant provisions of the Code;
• When the absence of a certain component or ingredient is claimed, directly or implicitly, to offer an environmental benefit versus another product, the general rules on comparisons apply, see Article D4 and General Provisions Article 14.

D7. Certifications, signs and symbols 

• Environmental signs, logos, labels, or symbols should be used in marketing communication only when the source of those signs or symbols is clearly indicated and there is no likelihood of confusion over their meaning or when compulsory by law. Such marks should not be used in such a way as to falsely suggest official approval or third-party certification.

D8. Environmental attribute claims

• Environmental claims referring to a product’s makeup or constituents (for example, made with recycled or renewable content) or waste handling (for example, recyclable or compostable), should truthfully represent the attributes of the advertised product based on reliable scientific evidence as set out in Article D1. A product claimed to involve recycled or renewable content that is made from less than substantially all recycled or renewable content should avoid any risk of misleading consumers, e.g. by disclosing the percentage. A product claimed to be recyclable or compostable should disclose the extent of availability of these disposal methods if availability is limited;
• Marketing communications that include compostability claims should disclose if a product is compostable only in industrial settings, and if so, whether facilities are limited, or if the resulting compost is subject to any use limits. A claim that a product’s packaging is refillable, or reusable should provide handling instructions to maintain safety.

D9. Responsibility

• For this chapter, the rules on responsibility laid down in the general provisions apply (see article 24).

• Terms important in communicating environmental attributes of products tend to change. The ICC Framework for Responsible Environmental Marketing Communications (2021) provides a non-exhaustive checklist of additional examples, definitions of common terms, and a checklist of factors that should be considered when developing marketing communications that include an environmental claim;
• Additional information and guidance relating to responsible environmental marketing is provided via the Marketing Communications section on the ICC website. 

There's a separate database of the children's rules on this website. Access via the drop-down on the home page 

We have not set out individual clauses below, therefore

Applicable self-regulation 

• Article 20 from the General Provisions of the iCC Code above and Chapter E; see above or here 
• ICC Statement on code interpretation and ICC reference guide on advertising to children here
• ICC toolkit: Marketing and Advertising to Children (2017) here
• Framework for Responsible Food and Beverage Marketing Communications (2019) here
• WFA: The Responsible Advertising and Children Programme (RAC); Marketing to children 

This sector has a separate database on this single topic. Access via the drop-down on the home page 

Applicable self-regulation and legislation 

• ICC Framework for Responsible Food and Beverage Marketing Communications here (EN)
• The EU Pledge, enhanced July 2021 effective Jan 2022
• Regulation 1924/2006 on nutrition and health claims made on foods
• Regulation 432/2012 establishing a list of permitted health claims on food 
• Regulation 1169/2011 on the provision of food information to consumers
• Regulation 609/2013 on food intended for infants and young children, food for special medical purposes, and total diet replacement for weight control

This sector has a separate database on this single topic. Access via the drop-down on the home page of this website 

Applicable self-regulation and legislation 

• ICC Framework for responsible marketing communications of alcohol here (EN)
• The International Alliance for Responsible Drinking (IARD) ‘Guiding Principles (2012) and Digital Guiding Principles
• In September 2021, IARD published Global standards for Influencer Marketing (EN)
• World Federation of Advertisers; Responsible Marketing Pact (RMP) here
• Directive 2010/13/EU, the Audiovisual Media Services Directive (consolidated following amends from Directive 2018/1808)

Legislation 

Article 22, AVMS Directive. Television advertising and teleshopping for alcoholic beverages shall comply with the following criteria:

1. it may not be aimed specifically at minors or, in particular, depict minors consuming these beverages;
2. it shall not link the consumption of alcohol to enhanced physical performance or to driving;
3. it shall not create the impression that the consumption of alcohol contributes towards social or sexual success;
4. it shall not claim that alcohol has therapeutic qualities or that it is a stimulant, a sedative or a means of resolving personal conflicts;
5. it shall not encourage immoderate consumption of alcohol or present abstinence or moderation in a negative light;
6. it shall not place emphasis on high alcoholic content as being a positive quality of the beverages.

2.1 General Provisions from the Unfair Commercial Practices Directive 2005/29/EC (UCPD) 

https://eur-lex.europa.eu/legal-content/EN/TXT/?uri=CELEX%3A02005L0029-20220528 (consolidated text 28/05/22)

Guidance 

In December 2021, the European Commission issued Guidance on the interpretation and application of the UCPD, updating the 2016 version. This is a significant document that covers, for example, guidance on environmental claims, and references relevant case law from a number of countries. It is the definitive guidance on how to apply the most important consumer protection - as that relates to commercial communications - regulation in the EEA

Article 6. Misleading actions

1.   A commercial practice shall be regarded as misleading if it contains false information and is therefore untruthful or in any way, including overall presentation, deceives or is likely to deceive the average consumer, even if the information is factually correct, in relation to one or more of the following elements, and in either case causes or is likely to cause him to take a transactional decision that he would not have taken otherwise:

(a) the existence or nature of the product;

(b) the main characteristics of the product, such as its availability, benefits, risks, execution, composition, accessories, after-sale customer assistance and complaint handling, method and date of manufacture or provision, delivery, fitness for purpose, usage, quantity, specification, geographical or commercial origin or the results to be expected from its use, or the results and material features of tests or checks carried out on the product;

(c) the extent of the trader's commitments, the motives for the commercial practice and the nature of the sales process, any statement or symbol in relation to direct or indirect sponsorship or approval of the trader or the product;

(d) the price or the manner in which the price is calculated, or the existence of a specific price advantage;

(e) the need for a service, part, replacement or repair;

(f) the nature, attributes and rights of the trader or his agent, such as his identity and assets, his qualifications, status, approval, affiliation or connection and ownership of industrial, commercial or intellectual property rights or his awards and distinctions;

(g) the consumer's rights, including the right to replacement or reimbursement under Directive 1999/44/EC of the European Parliament and of the Council of 25 May 1999 on certain aspects of the sale of consumer goods and associated guarantees (8), or the risks he may face.

2.   A commercial practice shall also be regarded as misleading if, in its factual context, taking account of all its features and circumstances, it causes or is likely to cause the average consumer to take a transactional decision that he would not have taken otherwise, and it involves:

(a) any marketing of a product, including comparative advertising, which creates confusion with any products, trade marks, trade names or other distinguishing marks of a competitor;

(b) non-compliance by the trader with commitments contained in codes of conduct by which the trader has undertaken to be bound, where:

(i) the commitment is not aspirational but is firm and is capable of being verified, and

(ii) the trader indicates in a commercial practice that he is bound by the code.

(c) any marketing of a good, in one Member State, as being identical to a good marketed in other Member States, while that good has significantly different composition or characteristics, unless justified by legitimate and objective factors.

Article 7. Misleading omissions

1. A commercial practice shall be regarded as misleading if, in its factual context, taking account of all its features and circumstances and the limitations of the communication medium, it omits material information that the average consumer needs, according to the context, to take an informed transactional decision and thereby causes or is likely to cause the average consumer to take a transactional decision that he would not have taken otherwise.

2. It shall also be regarded as a misleading omission when, taking account of the matters described in paragraph 1, a trader hides or provides in an unclear, unintelligible, ambiguous or untimely manner such material information as referred to in that paragraph or fails to identify the commercial intent of the commercial practice if not already apparent from the context, and where, in either case, this causes or is likely to cause the average consumer to take a transactional decision that he would not have taken otherwise.

3. Where the medium used to communicate the commercial practice imposes limitations of space or time, these limitations and any measures taken by the trader to make the information available to consumers by other means shall be taken into account in deciding whether information has been omitted.

4. In the case of an invitation to purchase, the following information shall be regarded as material, if not already apparent from the context:

(a) the main characteristics of the product, to an extent appropriate to the medium and the product;

(b) the geographical address and the identity of the trader, such as his trading name and, where applicable, the geographical address and the identity of the trader on whose behalf he is acting

(c) the price inclusive of taxes, or where the nature of the product means that the price cannot reasonably be calculated in advance, the manner in which the price is calculated, as well as, where appropriate, all additional freight, delivery or postal charges or, where these charges cannot reasonably be calculated in advance, the fact that such additional charges may be payable;

(d) the arrangements for payment, delivery, performance, if they depart from the requirements of professional diligence;

(e) for products and transactions involving a right of withdrawal or cancellation, the existence of such a right;

(f) for products offered on online marketplaces, whether the third party offering the products is a trader or not, on the basis of the declaration of that third party to the provider of the online marketplace.

4a.  When providing consumers with the possibility to search for products offered by different traders or by consumers on the basis of a query in the form of a keyword, phrase or other input, irrespective of where transactions are ultimately concluded, general information, made available in a specific section of the online interface that is directly and easily accessible from the page where the query results are presented, on the main parameters determining the ranking of products presented to the consumer as a result of the search query and the relative importance of those parameters, as opposed to other parameters, shall be regarded as material. This paragraph does not apply to providers of online search engines as defined in point (6) of Article 2 of Regulation (EU) 2019/1150 of the European Parliament and of the Council.

5. Information requirements established by Community law in relation to commercial communication including advertising or marketing, a non-exhaustive list of which is contained in Annex II, shall be regarded as material.

6. Where a trader provides access to consumer reviews of products, information about whether and how the trader ensures that the published reviews originate from consumers who have actually used or purchased the product shall be regarded as material.

Commercial practices which are in all circumstances considered unfair 

Marcoms-relevant only; see Empco amends below

1. Claiming to be a signatory to a code of conduct when the trader is not.

2. Displaying a trust mark, quality mark or equivalent without having obtained the necessary authorisation.

3. Claiming that a code of conduct has an endorsement from a public or other body which it does not have.

4. Claiming that a trader (including his commercial practices) or a product has been approved, endorsed or authorised by a public or private body when he/ it has not or making such a claim without complying with the terms of the approval, endorsement or authorisation.

5. Making an invitation to purchase products at a specified price without disclosing the existence of any reasonable grounds the trader may have for believing that he will not be able to offer for supply or to procure another trader to supply, those products or equivalent products at that price for a period that is, and in quantities that are, reasonable having regard to the product, the scale of advertising of the product and the price offered (bait advertising).

6. Making an invitation to purchase products at a specified price and then:

(a) refusing to show the advertised item to consumers; or

(b) refusing to take orders for it or deliver it within a reasonable time; or

(c) demonstrating a defective sample of it,

with the intention of promoting a different product (bait and switch).

7. Falsely stating that a product will only be available for a very limited time, or that it will only be available on particular terms for a very limited time, in order to elicit an immediate decision and deprive consumers of sufficient opportunity or time to make an informed choice.

9. Stating or otherwise creating the impression that a product can legally be sold when it cannot.

10. Presenting rights given to consumers in law as a distinctive feature of the trader's offer.

11. Using editorial content in the media to promote a product where a trader has paid for the promotion without making that clear in the content or by images or sounds clearly identifiable by the consumer (advertorial). This is without prejudice to Council Directive 89/552/EEC (1).

11a.  Providing search results in response to a consumer’s online search query without clearly disclosing any paid advertisement or payment specifically for achieving higher ranking of products within the search results.

13. Promoting a product similar to a product made by a particular manufacturer in such a manner as deliberately to mislead the consumer into believing that the product is made by that same manufacturer when it is not.

16. Claiming that products are able to facilitate winning in games of chance.

17. Falsely claiming that a product is able to cure illnesses, dysfunction or malformations.

18. Passing on materially inaccurate information on market conditions or on the possibility of finding the product with the intention of inducing the consumer to acquire the product at conditions less favourable than normal market conditions.

19. Claiming in a commercial practice to offer a competition or prize promotion without awarding the prizes described or a reasonable equivalent.

20. Describing a product as ‘gratis’, ‘free’, ‘without charge’ or similar if the consumer has to pay anything other than the unavoidable cost of responding to the commercial practice and collecting or paying for delivery of the item.

21. Including in marketing material an invoice or similar document seeking payment which gives the consumer the impression that he has already ordered the marketed product when he has not.

22. Falsely claiming or creating the impression that the trader is not acting for purposes relating to his trade, business, craft or profession, or falsely representing oneself as a consumer

23b.  Stating that reviews of a product are submitted by consumers who have actually used or purchased the product without taking reasonable and proportionate steps to check that they originate from such consumers.

23c.  Submitting or commissioning another legal or natural person to submit false consumer reviews or endorsements, or misrepresenting consumer reviews or social endorsements, in order to promote products.

26. Making persistent and unwanted solicitations by telephone, fax, e-mail or other remote media except in circumstances and to the extent justified under national law to enforce a contractual obligation. This is without prejudice to Article 10 of Directive 97/7/EC and Directives 95/46/EC (2) and 2002/58/EC.

28. Including in an advertisement a direct exhortation to children to buy advertised products or persuade their parents or other adults to buy advertised products for them. This provision is without prejudice to Article 16 of Directive 89/552/EEC on television broadcasting.

31. Creating the false impression that the consumer has already won, will win, or will on doing a particular act win, a prize or other equivalent benefit, when in fact either:

• there is no prize or other equivalent benefit, or
• taking any action in relation to claiming the prize or other equivalent benefit is subject to the consumer paying money or incurring a cost.

2.2.1. Directive 98/6/EC on consumer protection in the indication of the prices of products offered to consumers

Article 2

For the purposes of this Directive:

(a) selling price shall mean the final price for a unit of the product, or a given quantity of the product, including VAT and all other taxes;

(b) unit price shall mean the final price, including VAT and all other taxes, for one kilogramme, one litre, one metre, one square metre or one cubic metre of the product or a different single unit of quantity which is widely and customarily used in the Member State concerned in the marketing of specific products;

(c) products sold in bulk shall mean products which are not pre-packaged and are measured in the presence of the consumer;

(d) trader shall mean any natural or legal person who sells or offers for sale products which fall within his commercial or professional activity;

(e) consumer shall mean any natural person who buys a product for purposes that do not fall within the sphere of his commercial or professional activity.

Article 3

1.  The selling price and the unit price shall be indicated for all products referred to in Article 1, the indication of the unit price being subject to the provisions of Article 5. The unit price need not be indicated if it is identical to the sales price.

2.   Member States may decide not to apply paragraph 1 to:

• products supplied in the course of the provision of a service;
• sales by auction and sales of works of art and antiques.

3.   For products sold in bulk, only the unit price must be indicated;

4.   Any advertisement which mentions the selling price of products referred to in Article 1 shall also indicate the unit price subject to Article 5.

Article 4

1.   The selling price and the unit price must be unambiguous, easily identifiable and clearly legible. Member States may provide that the maximum number of prices to be indicated be limited;

2.   The unit price shall refer to a quantity declared in accordance with national and Community provisions.

Where national or Community provisions require the indication of the net weight and the net drained weight for certain pre-packed products, it shall be sufficient to indicate the unit price of the net drained weight.

Article 5

1.   Member States may waive the obligation to indicate the unit price of products for which such indication would not be useful because of the products' nature or purpose or would be liable to create confusion.

2.   With a view to implementing paragraph 1, Member States may, in the case of non-food products, establish a list of the products or product categories to which the obligation to indicate the unit price shall remain applicable.

Article 6a

1.   Any announcement of a price reduction shall indicate the prior price applied by the trader for a determined period of time prior to the application of the price reduction.
2.   The prior price means the lowest price applied by the trader during a period of time not shorter than 30 days prior to the application of the price reduction.
3.   Member States may provide for different rules for goods which are liable to deteriorate or expire rapidly.
4.   Where the product has been on the market for less than 30 days, Member States may also provide for a shorter period of time than the period specified in paragraph 2.
5.   Member States may provide that, when the price reduction is progressively increased, the prior price is the price without the price reduction before the first application of the price reduction.

Article 6

Misleading actions

1.   A commercial practice shall be regarded as misleading if it contains false information and is therefore untruthful or in any way, including overall presentation, deceives or is likely to deceive the average consumer, even if the information is factually correct, in relation to one or more of the following elements, and in either case causes or is likely to cause him to take a transactional decision that he would not have taken otherwise:

 (d) the price or the manner in which the price is calculated, or the existence of a specific price advantage.

Article 7

Misleading omissions

4. In the case of an invitation to purchase, the following information shall be regarded as material, if not already apparent from the context:

(a) the main characteristics of the product, to an extent appropriate to the medium and the product;

(b) the geographical address and the identity of the trader, such as his trading name and, where applicable, the geographical address and the identity of the trader on whose behalf he is acting;

(c) the price inclusive of taxes, or where the nature of the product means that the price cannot reasonably be calculated in advance, the manner in which the price is calculated, as well as, where appropriate, all additional freight, delivery or postal charges or, where these charges cannot reasonably be calculated in advance, the fact that such additional charges may be payable.

Annex I

5. Making an invitation to purchase products at a specified price without disclosing the existence of any reasonable grounds the trader may have for believing that he will not be able to offer for supply or to procure another trader to supply, those products or equivalent products at that price for a period that is, and in quantities that are, reasonable having regard to the product, the scale of advertising of the product and the price offered (bait advertising).

6. Making an invitation to purchase products at a specified price and then:

(a) refusing to show the advertised item to consumers; or

(b) refusing to take orders for it or deliver it within a reasonable time; or

(c) demonstrating a defective sample of it,

with the intention of promoting a different product ('bait and switch').

https://eur-lex.europa.eu/legal-content/EN/TXT/?uri=CELEX%3A02010L0013-20181218

Content rules excluding alcohol (see pt. 1.5 above) in audiovisual commercial communications

Article 9

1. Member States shall ensure that audiovisual commercial communications provided by media service providers under their jurisdiction comply with the following requirements:

1. audiovisual commercial communications shall be readily recognisable as such; surreptitious audiovisual commercial communication shall be prohibited;
2. audiovisual commercial communications shall not use subliminal techniques;
3. audiovisual commercial communications shall not;

1. prejudice respect for human dignity;
2. include or promote any discrimination based on sex, racial or ethnic origin, nationality, religion or belief, disability, age or sexual orientation;
3. encourage behaviour prejudicial to health or safety;
4. encourage behaviour grossly prejudicial to the protection of the environment.

4. all forms of audiovisual commercial communications for cigarettes and other tobacco products, as well as for electronic cigarettes and refill containers, shall be prohibited;
5. audiovisual commercial communications for alcoholic beverages shall not be aimed specifically at minors and shall not encourage immoderate consumption of such beverages;
6. audiovisual commercial communications for medicinal products and medical treatment available only on prescription in the Member State within whose jurisdiction the media service provider falls shall be prohibited;
7. audiovisual commercial communications shall not cause physical, mental or moral detriment to minors; therefore, they shall not directly exhort minors to buy or hire a product or service by exploiting their inexperience or credulity, directly encourage them to persuade their parents or others to purchase the goods or services being advertised, exploit the special trust minors place in parents, teachers or other persons, or unreasonably show minors in dangerous situations.

The AVMS Directive includes some further new provisions from Directive 2018/1808 which may have implications for food and alcohol advertising in particular. See the extracted clauses here, in particular article 4

Article 1

Amendments to Directive 2005/29/EC

(1) in Article 2, the first paragraph is amended as follows: (b) the following points are added:

• ‘(o) “environmental claim” means any message or representation which is not mandatory under Union or national law, in any form, including text, pictorial, graphic or symbolic representation, such as labels, brand names, company names or product names, in the context of a commercial communication, and which states or implies that a product, product category, brand or trader has a positive or zero impact on the environment or is less damaging to the environment than other products, product categories, brands or traders, or has improved its impact over time;
• (p) “generic environmental claim” means any environmental claim made in written or oral form, including through audiovisual media, that is not included on a sustainability label and where the specification of the claim is not provided in clear and prominent terms on the same medium;
• (q) “sustainability label” means any voluntary trust mark, quality mark or equivalent, either public or private, that aims to set apart and promote a product, a process or a business by reference to its environmental or social characteristics, or both, and excludes any mandatory label required under Union or national law;
• (r) “certification scheme” means a third-party verification scheme that certifies that a product, process or business complies with certain requirements, that allows for the use of a corresponding sustainability label, and the terms of which, including its requirements, are publicly available and meet the following criteria:​

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• (i) the scheme is open under transparent, fair, and non-discriminatory terms to all traders willing and able to comply with the scheme’s requirements;
• (ii) the scheme’s requirements are developed by the scheme owner in consultation with relevant experts and stakeholders;
• (iii) the scheme sets out procedures for dealing with non-compliance with the scheme’s requirements and provides for the withdrawal or suspension of the use of the sustainability label by the trader in case of non-compliance with the scheme’s requirements; and
• (iv) the monitoring of a trader’s compliance with the scheme’s requirements is subject to an objective procedure and is carried out by a third party whose competence and independence from both the scheme owner and the trader are based on international, Union or national standards and procedures;

​

• (s) “recognised excellent environmental performance” means environmental performance compliant with Regulation (EC) No 66/2010 of the European Parliament and of the Council (*2) or with national or regional EN ISO 14024 type I ecolabelling schemes officially recognised in the Member States, or top environmental performance in accordance with other applicable Union law;
• (t) “durability” means durability as defined in Article 2, point (13), of Directive (EU) 2019/771;
• (u) “software update” means an update that is necessary to keep goods with digital elements, digital content and digital services in conformity in accordance with Directive (EU) 2019/770 of the European Parliament and of the Council (*3) and Directive (EU) 2019/771, including a security update, or a functionality update;
• (v) “consumable” means any component of a good that is used up recurrently and that needs to be replaced or replenished for the good to function as intended;
• (w) “functionality” means functionality as defined in Article 2, point (9), of Directive (EU) 2019/771.

(2) Article 6 is amended as follows: (a) in paragraph 1, point (b) is replaced by the following:

• ‘(b) the main characteristics of the product, such as its availability, benefits, risks, execution, composition, environmental or social characteristics, accessories, circularity aspects, such as durability, reparability or recyclability, after-sale customer assistance and complaint handling, method and date of manufacture or provision, delivery, fitness for purpose, usage, quantity, specification, geographical or commercial origin or the results to be expected from its use, or the results and material features of tests or checks carried out on the product.’;

(b) in paragraph 2, the following points are added:

• ‘(d) making an environmental claim related to future environmental performance without clear, objective, publicly available and verifiable commitments set out in a detailed and realistic implementation plan that includes measurable and time-bound targets and other relevant elements necessary to support its implementation, such as allocation of resources, and that is regularly verified by an independent third party expert, whose findings are made available to consumers;
• (e) advertising benefits to consumers that are irrelevant and do not result from any feature of the product or business.’;

(3) in Article 7, the following paragraph is added:

• ‘7. Where a trader provides a service which compares products and provides the consumer with information on environmental or social characteristics or on circularity aspects, such as durability, reparability or recyclability, of the products or suppliers of those products, information about the method of comparison, the products which are the object of comparison and the suppliers of those products, as well as the measures in place to keep that information up to date, shall be regarded as material information.’;

(4) Annex I is amended in accordance with the Annex to this Directive. Annex I to Directive 2005/29/EC is amended as follows:

(1) the following point is inserted:

• ‘2a. Displaying a sustainability label that is not based on a certification scheme or not established by public authorities.’;

​

(2) the following points are inserted:
 

• 4a. ‘Making a generic environmental claim for which the trader is not able to demonstrate recognised excellent environmental performance relevant to the claim.
• 4b. Making an environmental claim about the entire product or the trader’s entire business when it concerns only a certain aspect of the product or a specific activity of the trader’s business.
• 4c. Claiming, based on the offsetting of greenhouse gas emissions, that a product has a neutral, reduced or positive impact on the environment in terms of greenhouse gas emissions.’

​

(3) the following point is inserted:
‘

• 10a. Presenting requirements imposed by law on all products within the relevant product category on the Union market as a distinctive feature of the trader’s offer.’;

(4) the following points are inserted:
 

• ‘23d. Withholding information from the consumer about the fact that a software update will negatively impact the functioning of goods with digital elements or the use of digital content or digital services.
• 23e. Presenting a software update as necessary when it only enhances functionality features.
• 23f. Any commercial communication in relation to a good containing a feature introduced to limit its durability despite information on the feature and its effects on the durability of the good being available to the trader.
• 23g. Falsely claiming that under normal conditions of use a good has a certain durability in terms of usage time or intensity.
• 23h. Presenting a good as allowing repair when it does not.
• 23i.Inducing the consumer to replace or replenish the consumables of a good earlier than necessary for technical reasons.
• 23j. Withholding information concerning the impairment of the functionality of a good when consumables, spare parts or accessories not supplied by the original producer are used, or falsely claiming that such impairment will happen.’.

• More formally, Proposal for a Directive on substantiation and communication of explicit environmental claims. The proposal aims to:
• Make green claims reliable, comparable and verifiable across the EU; protect consumers from greenwashing; contribute to creating a circular and green EU economy by enabling consumers to make informed purchasing decisions; help establish a level playing field when it comes to environmental performance of products;
• The Commission pages on the proposal are here; the draft directive itself is here. The directive is likely to be agreed in parliament by the end of 2024 (but wasn't - watch this space)