Portrayed people

Advertising messages for alcoholic beverages may not show any persons who are:

• younger than 18 years old or
• clearly look younger than 18 years old.

Advertising messages in which one makes use of staged situations with scripts and models that are hired by or by order of the advertiser, may not show any persons who are:

• younger than 25 years old or
• clearly look younger than 25 years old.

The use of a (well-known) person, such as influencers, artists, musicians etc. on the initiative and with financial compensation from the advertiser in advertising messages, even if this happens via platforms over which the advertiser has no (editorial) control, other than activations in the context of corporate social responsibility, is not permitted if this person:

• is younger than 25 years old or
• clearly looks younger than 25 years old.

Explanation of Article 11

Facebook and other (social network) sites with photos in which persons are portrayed who have not been hired by the advertiser and where the content of the site is managed by or on behalf of the advertiser and where the advertiser has editorial control, may not show any persons who are younger than or clearly look younger than 18 years old.

Images of events sponsored by brands of alcoholic beverages, where people under the age of 18 are shown in an active way (for example at football matches and concerts), may be shown provided that these underage influencers, musicians and/or artists are not actively deployed in the context of the promotion of alcoholic drinks.