Advertising messages for alcoholic beverages may not suggest that the alcoholic content is in itself a positive property. Nor may it be implied that risks are eliminated the lower the alcoholic percentage.
Guidelines to Article 4
The alcohol percentage has to be actually mentioned on the packaging, but it may never be presented as a primary advantage of the brand. This applies to both a relatively high and low alcohol percentage.
Too much emphasis on a high percentage of alcohol
The packaging among other said:“You feel that you are drinking beer. Imported Atlas super strong beer. Super strong.12%.” The RCC judged that the packaging too much emphasized the height of the alcohol per¬cen¬tage.
Mentioning a low percentage of alcohol as a primary advantage is not allowed either
The printed advertising message for Lindemans Early Harvest Crisp Dry wine was in conflict with Article 4 of the Advertising Code for Alcoholic Beverages (RvA), because the following was communicated in this message: ‘Light wine. Many light wines contain around 12% of alcohol, but Early Harvest Crisp Dry of Lindemans only contains 9 percent. And less alcohol means less calories!’.