Legal Disclaimers for Alcohol
Legal disclaimers on alcohol advertising are a regulatory requirement in the UK, whether it be TV, radio or printed press. Typically, the advertising will say “Please drink responsibily. For the facts, visit drinkaware.co.uk”.
From a marketing perspective, these warnings are seen to be a hinderance to making profits, however the rules help maintain structure and ethics. These rules must be adhered to, but we’ve found two examples which reflect different ways the legal disclaimers can be included.
Stiffy’s has been advertising on the local radio. The company sells flavoured vodka and on a personal note, the Kola Kubez flavour is excellent.
Stiffy’s promotes its alcoholic beverage towards young adults. This is evident from the ” ‘Av it!!” slogan on the adverts. The catchphrase is quickly followed up with the legal disclaimer
“Please drink responsibly, for further information please visit drinkaware.co.uk)”
Example 2: Jack Daniels
Jack Daniels has deployed a more pro-active approach towards the legal disclaimers on their alcohol advertising.
“Your friends at Jack Daniels remind you to drink responsibly”
Instead of rejecting the legal disclaimer as a negative Jack Daniels advertising embraces the negative and finds the positive. “Your friends” suggests you’re part of the club and that the “members” actually care about you and your well-being.
This style was first used by tobacco companies and it’s still visible in today’s advertising world.