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Alcohol-free alternatives provide a welcome option to the increasing number of consumers who choose not to drink. But there are growing concerns that branding similarities to alcohol could mean that alcohol-free alternatives act as a gateway into alcohol for children or those at risk from harmful drinking. So the UK’s Portman Group has set out its first-of-its-kind guidelines on how to market such products responsibly. ....
Alcohol-free alternatives provide welcome option to the increasing number of consumers who choose not to drink. But there are growing concerns that branding similarities to alcohol could mean that alcohol-free alternatives act as a gateway into alcohol for children or those at risk from harmful drinking. So the UK’s Portman Group has set out its first-of-its-kind guidelines on how to market such products responsibly. ....