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.