Alcohol Promotions Compliance

When it comes to alcohol promotions, one small misstep can have serious legal and reputational consequences. That’s why brands and agencies across the UK and Europe trust PromoVeritas to ensure their alcohol campaigns are not only creative and engaging, but fully compliant.

Our expert team understands the complexities of alcohol marketing regulations, including the Portman Group Code, ASA CAP Code, and country-specific advertising restrictions. From concept approval to prize fulfilment, we make sure every element of your campaign upholds industry standards and promotes responsible drinking.

How We Help Alcohol Brands Stay Compliant

Promoting alcoholic beverages comes with unique challenges, from age restrictions and responsible drinking messages to placement and audience limitations. Every campaign must comply with strict regulations set by the Portman Group, ASA (CAP Code), and other regional authorities.

We assess your promotional concepts, copy, imagery and targeting criteria to ensure they meet Portman Group and ASA guidelines before launch. That means no misleading claims, under-age appeal, or irresponsible messaging.

Campaign & Creative Review

Running a prize draw, instant win, or competition? We review your terms & conditions, entry mechanics, and winner verification processes to ensure fair play and transparency — protecting both your brand and your participants.

Prize Promotion Compliance

Whether you’re promoting in the UK, across Europe, or globally, our compliance specialists advise on regional alcohol advertising laws, age verification standards, and data protection requirements.

Global & Local Regulatory Guidance

From entry microsites to QR-based activations, our in-house digital team builds secure and compliant promotional platforms with built-in age gates and responsible messaging, so compliance is seamless.

Digital Compliance Solutions

We offer tailored alcohol compliance training for your marketing and legal teams — helping your organisation stay up-to-date with evolving regulations and avoid reputational risks.

Training & Consultancy

Why Choose PromoVeritas

When you partner with us, you are securing your brand’s reputation with the industry’s leading experts.

  • Experts in Alcohol Marketing Compliance – Decades of experience across major alcohol brands and agencies.
  • End-to-End Service – From concept review to digital build and prize management.
  • Trusted by Leading Global Brands – Including Diageo, AB InBev, Pernod Ricard and more.
  • Proactive, Not Reactive – We don’t just check the rules, we help you design campaigns that stand out and stay compliant.

Contact us to discuss your next promotion

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Other ways we can
help you succeed

Delivery

Trust us to take care of every detail so your prize winners, wherever they are in the world, have a memorable brand experience and will tell their friends and family about forever.

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Digital

Trust us to design and build engaging and memorable digital experiences for your audience anywhere in the world, we can roll out in multiple languages and countries, securely capture and manage first party data with data kill dates and right to forget support built-in.

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Insights

Trust us to safely manage consumer PII and prepare actionable insights & learnings from your promotion to drive your business forward.

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Compliance Expertise

Trust our lawyer and compliance team to draft lawful Terms & Conditions, translated when necessary and to brief you on the rules & regulations governing participating markets.

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Promotional Expertise

Trust to advise you on the right promotional mechanic to meet your objectives – Win £ $ €, Enter a Game of Skill / Competition, Claim a Free Gift with Purchase – we know which lever you should pull and what can legally be run in-markets around the world.

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Contact us to discuss your next promotion

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  • What rules apply to alcohol promotions in the UK?

    • Alcohol promotions in the UK are governed by the CAP and BCAP Codes, alongside industry responsibility standards such as the Portman Group Code. These rules prohibit targeting under-18s, encouraging excessive consumption, or suggesting that alcohol enhances social, sexual, or professional success.
      All creative, prize structures, and entry routes must reflect these restrictions. Careful legal and compliance review ensures alcohol promotions remain responsible, transparent, and fully in line with UK advertising standards.

  • Can alcohol brands run prize draws or competitions?

    • Yes, alcohol brands can run prize draws and competitions, but they must follow strict advertising and responsibility rules. Campaigns cannot target under-18s, encourage irresponsible drinking, or imply that alcohol is linked to enhanced status or success. Additional laws apply in Scotland which greatly impact the way in which a promotion can be run.
      Terms, creative, and prize structures must be carefully reviewed to ensure compliance with the CAP/BCAP Codes and the Portman Group Code. With the right safeguards, alcohol brands can run engaging promotions that remain responsible and fully compliant.

  • Why do alcohol promotions need extra compliance checks?

    • Alcohol is a highly regulated sector, with strict rules designed to protect young people and promote responsible consumption. Promotions must avoid targeting under-18s, suggesting alcohol improves status or performance, or encouraging excessive drinking.
      Extra compliance checks ensure that every aspect of the campaign — from creative content to prize fulfilment — meets these obligations. This reduces regulatory risk and helps maintain consumer trust in both the brand and the promotion.

  • How can PromoVeritas help with alcohol promotions?

    • We provide specialist guidance to ensure alcohol promotions are designed and delivered responsibly. This includes legal review against the CAP/BCAP Codes and Portman Group guidelines, checks on creative content and prize structures, and independent winner selection.
      By applying strict compliance controls, we help alcohol brands run engaging campaigns that protect consumers, meet regulatory standards, and safeguard brand reputation.