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The relaxation in rules by the Advertising Standards Authority and the Committee of Advertising Practice (CAP) means low-alcohol drinks can now market themselves as beneficial.
A statement from the Portman group said: “it is important that consumers are educated about low-alcohol choices and it is imperative that producers adhere to responsible advertising rules.
“We therefore welcome the amendment to the CAP codes to allow for responsible marketing of low-alcohol drinks.
“It is a testament to the alcohol industry that all responses to the consultation were supportive of the changes to allow low-alcohol products to be presented in a beneficial manner.
“This again highlights the industry’s commitment to the low-alcohol category, as well as helping to ensure low-alcohol products are advertised alongside standard-strength drinks and thereby provide consumers with greater choice.”
