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Advertising messages for alcoholic beverages may not:

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Refer to the disinhibiting effects of alcoholic beverages, such as the reduction or elimination of feelings of anxiety and inner or social conflicts.

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Refer to the possible health benefits of drinking alcoholic beverages. However it is permitted to only make a factual statement or to make a factual comparison with regard to any relevant ingredients and/or nutrients and/or the number of kcal compared to other (alcoholic) drinks or other food products, if the requirements of comparative advertisement are complied with.

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Suggest that the consumption of alcoholic beverages improves physical or mental performance.

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Suggest that the consumption of alcoholic beverages positively influences sports performance.

Guidelines to Article 6 – Claims

In advertising messages for alcoholic beverages no claims or suggestions may be made about the positive health effects of alcohol. However, one is allowed to refer to taste perception. Do not use any words such as ‘energizing’ and ‘energy’ either, as this gives the impression that consumption of the product makes a person more energetic. The RCC has judged in several cases that these words suggest that it improves physical and mental performance.

Furthermore, the EU Labeling Requirements from the VIC Regulation (VIC 1169/2011) must always be complied with, as well as the requirements regarding nutrition and health claims from the Claims Regulations (Claims VO 1924/2006).

Refreshing versus it refreshes

In a commercial Strongbow Gold is described as a ‘highly refreshing cider’. This judgment from the RCC made it clear that ‘fresh’ and ‘refreshing’ may be used, because in this commercial ‘refreshing’ only refers to the taste perception. Another judgment from the RCC already made it clear that the term ‘it refreshes’ may not be used, because here there is question of the suggestion of improved mental or physical performance.