Drink aware research

Drinkaware is an independent charity which aims to reduce alcohol-related harm by helping people make better choices about their drinking.


Drinkaware logo

The Drinkaware logo is used to direct consumers to our website where they can find the facts about alcohol and its effect on their wellbeing.

Our logo is a registered trademark. Any organisation that wishes to refer to Drinkaware, or the Drinkaware website, must obtain prior consent from us by entering into a Trademark Licence Agreement.

There is a licence cost payable for use of the Drinkaware logo, which varies depending on usage.

We will only enter into a trademark licence agreement with organisations that:
Promote the government’s lower risk guidelines
Comply with The Portman Group and Advertising Standards Authority codes of practice, which govern the packaging and promotion of alcohol in the UK



Alcohol Laws UK


The UK advertising rules for alcohol are amongst the strictest in the world. The rules are based upon evidence that points to a link between alcohol advertising and people’s awareness and attitudes to drinking. Accordingly the rules, independently enforced by the ASA, were significantly tightened in 2005 and were again re-evaluated and subject to full public consultation in 2009.

The stringent rules, which apply across all media and are mandatory, place a particular emphasis on protecting young people; alcohol ads must not be directed at people under 18 or contain anything that is likely to appeal to them by reflecting youth culture or by linking alcohol with irresponsible behaviour, social success or sexual attractiveness.

What it says on the government website 

 Advertising codes of practice

There are 2 advertising codes of practice that describe how businesses should advertise.

They cover all kinds of promotional communications, depending where the advert or promotion will appear.

Non-broadcast media

The CAP non-broadcast code has rules that cover non-broadcast advertising (eg print, online), sales promotion and direct marketing (eg telesales and email).

The code specifies standards for accuracy and honesty that businesses must stick to, including specific conditions, eg:
advertising to children
causing offence
political advertising

To ensure that my publication follows legal formats I conducted research into UK alcohol promotion laws. From this I discovered that as my piece stands it does not target anyone under 18 and does not contain any reference to that of  irresponsible behaviour, social success or sexual attractiveness, and thus is legible. Although stating this, as my design is for students who have only just become adults I believe it would be important to express a refrence towards drinkaware.com, in order to help anyone who is struggling with their alcohol consumption.  I also believe that the involvement of a tagline would embed this sentiment further.