CODES + ADVICE
25 Years of the Code
The Code of Practice for the Naming, Packaging and Promotion of Alcoholic Drinks was first published in 1996. In 2021, we celebrated the 25th anniversary of the Code. The Code seeks to ensure that alcohol is promoted in a socially responsible way, only to those aged 18 and over, and in a way that does not appeal particularly to those who are vulnerable. The Code has helped create an industry that works effectively within the context of a self-regulatory model, while encouraging design, innovation and creativity. This has been done in an effective, responsive and inexpensive way.
- Effectively – over 170 products have been amended or removed from the market. Many hundreds more have been helped to adhere to the Code before appearing on shelves through the support of the Advisory Service;
- Responsively – there have been five updates to the Code over 25 years responding to changes in public attitudes and expanding its reach; all without recourse to Government or Parliamentary time;
- Inexpensively – the leading members of the industry are currently funding the model for all to be protected at no cost to the public purse.
Each month we released a blog from the regulatory team, providing more insight, advice and transparency to the process – find them here.
We also looked back on 25 decisions over 25 years via Twitter.
6 November 2024
Rulings + Decisions
Jam Shed point-of-sale material display
18 September 2024
Rulings + Decisions
Hello Kitty Pinot Noir
17 April 2024
Rulings + Decisions
SURPS DIPA
17 April 2024
Rulings + Decisions
CREEKS BRIGHT IPA
17 April 2024
Rulings + Decisions
COLUMNS IPA
17 April 2024
Rulings + Decisions
ILLU IPA
17 April 2024
Rulings + Decisions
NONIC DIPA
17 April 2024
Rulings + Decisions
THE RED LEVIATHAN SOUR ALE
17 April 2024
Rulings + Decisions
BEAK GIFT PACK
17 April 2024
Rulings + Decisions
FRENDS DIPA
17 April 2024
Rulings + Decisions
DÉŠŤ CZECH PILS
17 April 2024
Rulings + Decisions
HUM PALE
11 April 2024
Rulings + Decisions
Twickenham Brewery ‘Naked Ladies’ Pump Clip
29 January 2024
Rulings + Decisions
Complaint upheld against Yonder pink lemonade
26 January 2024
Rulings + Decisions
Yonder ‘Pink Lemonade’
19 January 2024
Rulings + Decisions
ASAHI SUPER DRY BEER
15 January 2024
Rulings + Decisions
Wolfie’s Whisky
12 January 2024
Rulings + Decisions
BrewDog ‘Wingman’ beer
18 December 2023
Rulings + Decisions
Pirate’s Grog Love Potion No.9 Gift Pack and Love Potion No.9 Spiced Rum
22 November 2023
Rulings + Decisions
Wasted Hot Cross Bun Pale Ale
22 November 2023
Rulings + Decisions
Rocket Lolly IPA
21 September 2023
Rulings + Decisions
Tiny Fast
21 September 2023
Rulings + Decisions
PRIMED
21 September 2023
Rulings + Decisions
Monstar
21 September 2023
Rulings + Decisions
Hwyl
1 September 2023
Rulings + Decisions
Carbon Crush
24 August 2023
Rulings + Decisions
AU Vodka Gold Gang Money Gun
11 August 2023
Rulings + Decisions
YES Gin
13 July 2023
Rulings + Decisions
Cosa Nostra Scotch Whisky
30 June 2023
Rulings + Decisions
Au Vodka GOAT
30 June 2023
Rulings + Decisions
AU Vodka Bubblegum
5 May 2023
Rulings + Decisions
Four Loko Blue; Four Loko Fruit Punch; Four Loko Gold; Four Loko Sour Apple
27 April 2023
Rulings + Decisions
Engine Organic Gin
25 April 2023
Rulings + Decisions
King William Fortified Wine
21 April 2023
Rulings + Decisions
Unshaven Maiden Cider
5 January 2023
Rulings + Decisions
Dragon Soop Venom
21 December 2022
Rulings + Decisions
BuzzBallz Choc Tease, BuzzBallz Strawberry ‘Rita, BuzzBallz
19 December 2022
Rulings + Decisions
Piggin’ Drunk Ale
16 November 2022
Rulings + Decisions
Prescription Gin
27 September 2022
Rulings + Decisions
Dragon Soop Dark Fruit Punch; Dragon Soop Blue Raspberry; Dragon Soop Mango Pink Lemonade; Dragon Soop Passion Fruit & Orange; Dragon Soop Peach & Raspberry; Dragon Soop Red Kola; Dragon Soop Rhubarb & Custard; Dragon Soop Sour Apple; Dragon Soop Tropical Fruit Punch; Dragon Soop Apple & Blackcurrant
27 September 2022
Rulings + Decisions
Dragon Soop Wicked Watermelon
19 July 2022
Rulings + Decisions
Dead Man’s Fingers Super Spiced Rum
19 July 2022
Rulings + Decisions
Dead Man’s Fingers Tequila Reposado
4 July 2022
Rulings + Decisions
Mango and Black Pepper Gin
4 July 2022
Rulings + Decisions
Spiced Sugar Plum Light Up Snow Globe Gin Liqueur
4 July 2022
Rulings + Decisions
Clementine Light Up Snow Globe Gin Liqueur
1 July 2022
Rulings + Decisions
Jatt Life Original Vodka
1 July 2022
Rulings + Decisions
Jatt Life Sponsorship of The Cannon Run
12 May 2022
Rulings + Decisions
Realm of the Unicorn Premium Gin Liqueur
12 May 2022
Rulings + Decisions
Flagingo Electric Blue and Scottish Raspberry Gin Liqueur
20 December 2021
Rulings + Decisions
Babe White With Bubbles and Babe Rose With Bubbles
12 November 2021
Rulings + Decisions
Side Eyes
11 November 2021
Rulings + Decisions
Fok Hing Gin
29 September 2021
Rulings + Decisions
Bump n’Grind
29 September 2021
Rulings + Decisions
Cali Pale
29 September 2021
Rulings + Decisions
Cherry Bomb
29 September 2021
Rulings + Decisions
Clwb Tropica
29 September 2021
Rulings + Decisions
Clwb Tropica Four Pack
29 September 2021
Rulings + Decisions
Double 99
29 September 2021
Rulings + Decisions
No Capes
29 September 2021
Rulings + Decisions
Original Nuttah
1 July 2021
Rulings + Decisions
American Dream
10 May 2021
Rulings + Decisions
Quickie Wine
10 May 2021
Rulings + Decisions
Little Pomona Table Cider
14 April 2021
Rulings + Decisions
Blossom Hill Spritz
14 April 2021
Rulings + Decisions
Loose Juice
20 January 2021
Rulings + Decisions
Colorado High
8 October 2020
Rulings + Decisions
Orchard Thieves
16 September 2020
Rulings + Decisions
Buoyancy Aid
16 September 2020
Rulings + Decisions
Frosty Jack’s
3 July 2020
Rulings + Decisions
Karpackie 9%
3 March 2020
Rulings + Decisions
Keller Pils
3 March 2020
Rulings + Decisions
Running with Sceptres
3 March 2020
Rulings + Decisions
Oranjeboom 8.5%
3 March 2020
Rulings + Decisions
Lawless
12 December 2019
Rulings + Decisions
Delirium
12 December 2019
Rulings + Decisions
Ménage à Trois Midnight
12 December 2019
Rulings + Decisions
Taras Boulba
14 November 2019
Rulings + Decisions
Lucky Buddha
14 November 2019
Rulings + Decisions
Juicebox
14 November 2019
Rulings + Decisions
Birra Moretti Grani Antichi
14 November 2019
Rulings + Decisions
Leffe Brune Abbey
24 October 2019
Rulings + Decisions
SKINNYBRANDS PREMIUM LAGER
24 October 2019
Rulings + Decisions
CWTCH
24 October 2019
Rulings + Decisions
THRILLSEEKER (330ml can)
5 September 2019
Rulings + Decisions
Show Off
5 September 2019
Rulings + Decisions
Beavertown Brewery’s Bloody Ell
5 September 2019
Rulings + Decisions
SUICYDER
18 July 2019
Rulings + Decisions
Porn Star Martini
18 July 2019
Rulings + Decisions
Jameson Irish Whiskey Barrelback On-Trade Promotion
23 May 2019
Rulings + Decisions
Sweet Little Glitter Bomb Bubble Gum Gin Liqueur, Glitter Bomb Love Heartz & Pink Vanilla Candy Floss Gin Based Liqueur
15 March 2019
Rulings + Decisions
Pixie Tears Gin
14 March 2019
Rulings + Decisions
Zymurgorium Forced Darkeside Rhubarb Gin Liqueur
7 March 2019
Rulings + Decisions
Unicorn Tears Raspberry Gin Liqueur
7 March 2019
Rulings + Decisions
Unicorn Tears Gin Liqueur
7 March 2019
Rulings + Decisions
Unicorn Tears Raspberry Gin Liqueur Miniature
7 March 2019
Rulings + Decisions
Neck Oil
31 January 2019
Rulings + Decisions
Flamingo Tears Pink Grapefruit Gin
13 December 2018
Rulings + Decisions
3 Pugs Bubblegum Gin Liqueur
17 October 2018
Rulings + Decisions
Cronk Y Voddy
17 October 2018
Rulings + Decisions
Cronk Y Voddy sponsorship of TT rider Andrew Dudgeon
13 September 2018
Rulings + Decisions
Slingshots
13 September 2018
Rulings + Decisions
Easy IPA
13 September 2018
Rulings + Decisions
HappyDown Sparkling Cocktails (entire range)
13 September 2018
Rulings + Decisions
Desperados (250ml Can)
13 September 2018
Rulings + Decisions
Fynoderee Manx Bumbee Vodka
13 September 2018
Rulings + Decisions
Disco Forklift Truck Mango Pale Ale
10 July 2018
Rulings + Decisions
Pink IPA
27 June 2018
Rulings + Decisions
Hoola Hooch
18 May 2018
Rulings + Decisions
SPAR ‘Everyday Wine’ Press Releases
11 December 2017
Rulings + Decisions
Cwtch
23 August 2017
Rulings + Decisions
CollaGin
23 August 2017
Rulings + Decisions
Mr Gladstone’s Curious Emporium Range
1 June 2017
Rulings + Decisions
Cactus Jack’s Schnapps (Black Jack and Fruit Salad)
12 April 2017
Rulings + Decisions
Old English Gin
12 January 2017
Rulings + Decisions
K Cider
12 January 2017
Rulings + Decisions
Crest Super 10% 500ml Can
12 January 2017
Rulings + Decisions
Oranjeboom 8.5% 500ml Can
8 December 2016
Rulings + Decisions
K Cider
18 November 2016
Rulings + Decisions
Psy.cho beer range
2 June 2016
Rulings + Decisions
Captain Morgan Product Range
2 June 2016
Rulings + Decisions
Kopparberg Frozen Fruit Cider
17 March 2016
Rulings + Decisions
Heineken Spectre 5% ABV 330ml bottle (primary and secondary packaging)
9 March 2016
Rulings + Decisions
Baileys Countertop Unit
14 January 2016
Rulings + Decisions
MMWAH 5 x 20ML Bottles Mixed Flavour Drinks
10 September 2015
Rulings + Decisions
Dragon Soop (500ml can)
19 March 2015
Rulings + Decisions
Diageo Bauble Cocktail Co-Promotion with Greene King
19 March 2015
Rulings + Decisions
Gamma Ray
11 December 2014
Rulings + Decisions
Willy’s Cider
11 December 2014
Rulings + Decisions
Skol Super 500ml can
11 December 2014
Rulings + Decisions
Kestrel Super Premium
11 December 2014
Rulings + Decisions
Carlsberg Special Brew (500ml can at 9% ABV)
24 July 2014
Rulings + Decisions
Pre-filled 30cl counter-top unit
14 June 2014
Rulings + Decisions
Cat Piss
14 June 2014
Rulings + Decisions
Dog Piss
12 June 2014
Rulings + Decisions
WKD Halloween Cocktail Cauldron
12 June 2014
Rulings + Decisions
Tennent’s Super (500ml can)
12 June 2014
Rulings + Decisions
Pernod
12 June 2014
Rulings + Decisions
Centenary Beer
12 June 2014
Rulings + Decisions
Bacardi Breezer (Watermelon and Orange)
12 June 2014
Rulings + Decisions
Knobhead
12 June 2014
Rulings + Decisions
Yellow Snow
12 June 2014
Rulings + Decisions
Shitfaced
12 June 2014
Rulings + Decisions
Puke
12 June 2014
Rulings + Decisions
Lazy Sod
12 June 2014
Rulings + Decisions
Arse Liquor
12 June 2014
Rulings + Decisions
Grumpy Git
12 June 2014
Rulings + Decisions
Dandelion & Birdshit
12 June 2014
Rulings + Decisions
Bullshit
8 April 2014
Rulings + Decisions
Dead Pony Club
13 March 2014
Rulings + Decisions
Mundies
13 March 2014
Rulings + Decisions
Leffe Blonde
13 March 2014
Rulings + Decisions
Guinness Original 4 x 330ml cardboard cluster pack
13 March 2014
Rulings + Decisions
Furry Ferret
13 March 2014
Rulings + Decisions
Red Army
6 February 2014
Rulings + Decisions
Four Loko
12 June 2013
Rulings + Decisions
Big Cock
31 January 2013
Rulings + Decisions
Guinness branded crisps
6 December 2012
Rulings + Decisions
Tesco Everday Value Vodka
17 September 2012
Rulings + Decisions
Laverstoke Park Farm Lager and Ale
3 August 2012
Rulings + Decisions
Absolut London and branded merchandise
21 June 2012
Rulings + Decisions
Dr Von Hyde’s Herbal Liqueur
31 May 2012
Rulings + Decisions
Dark Conspiracy
3 April 2012
Rulings + Decisions
Vitesse Noir
7 February 2012
Rulings + Decisions
Magnum Tonic Wine
2 February 2012
Rulings + Decisions
Healey’s Texan-style Hard Cyder
19 January 2012
Rulings + Decisions
Suck & Blow
1 December 2011
Rulings + Decisions
Crunk
8 November 2011
Rulings + Decisions
Stiffy’s Jaffa Cake / Stiffy’s Kola Kubez
8 September 2011
Rulings + Decisions
Corona Extra ‘Win to trip to Ibiza’ promotion
21 July 2011
Rulings + Decisions
Celldrinks
4 July 2011
Rulings + Decisions
Kronenbourg 1664 Spotify Promotion
4 March 2011
Rulings + Decisions
Asda Premium Strong Cider
11 May 2010
Rulings + Decisions
Shootaz
11 May 2010
Rulings + Decisions
Quivers
11 May 2010
Rulings + Decisions
Shot In A Tube
10 December 2009
Rulings + Decisions
Cornish Rattler Cyder
3 December 2009
Rulings + Decisions
Tokyo* beer
14 October 2009
Rulings + Decisions
MMWAH!
28 May 2009
Rulings + Decisions
Greene King Beer Promotion
21 April 2009
Rulings + Decisions
Shoeyz Shots
16 April 2009
Rulings + Decisions
Rampant TT’s
16 March 2009
Rulings + Decisions
Yegaar
10 March 2009
Rulings + Decisions
Baby Blue/Baby Pink
20 January 2009
Rulings + Decisions
Speedball
23 December 2008
Rulings + Decisions
Skull Splitter
23 December 2008
Rulings + Decisions
Big Beastie
23 December 2008
Rulings + Decisions
Punk IPA
5 December 2008
Rulings + Decisions
Red Square Reloaded
5 December 2008
Rulings + Decisions
Monte Alban
5 December 2008
Rulings + Decisions
Riptide
5 December 2008
Rulings + Decisions
Hop Rocker
12 September 2008
Rulings + Decisions
ShotPak
12 September 2008
Rulings + Decisions
O.T.T (Old Tongham Tasty)
12 September 2008
Rulings + Decisions
Hogsback – Brewsters Bundle
25 August 2008
Rulings + Decisions
Dorothy Goodbody’s Wholesome Stout
26 June 2008
Rulings + Decisions
Mega White Cider
26 June 2008
Rulings + Decisions
Kestrel Super 500ml can
26 June 2008
Rulings + Decisions
Blackout Cider
16 May 2008
Rulings + Decisions
Skol Super 500ml can
16 May 2008
Rulings + Decisions
Moonshine White Cider
16 May 2008
Rulings + Decisions
Carlsberg Special Brew 500ml can
28 March 2008
Rulings + Decisions
‘Mugshots’ section of WKD website
8 February 2008
Rulings + Decisions
Dorothy Goodbody’s Wholesome Stout
9 January 2008
Rulings + Decisions
Red Star Plus
19 October 2007
Rulings + Decisions
Rodnik’s Cannabis-Flavoured Absinthe
19 October 2007
Rulings + Decisions
Perigan’s Cannabis Flavoured Gin
19 October 2007
Rulings + Decisions
Iganoff Cannabis-Flavoured Vodka
30 July 2007
Rulings + Decisions
Pink Elephant
13 July 2007
Rulings + Decisions
ASDA Vodka-based RTD range
19 March 2007
Rulings + Decisions
Rubbel Sexy Lager
14 February 2007
Rulings + Decisions
‘Chocolate and Cream’ Gift Pack
1 September 2006
Rulings + Decisions
Teddy & Champagne gift box
1 September 2006
Rulings + Decisions
“Teddibrations” gift box
1 September 2006
Rulings + Decisions
“New Born Baby” gift basket
1 September 2006
Rulings + Decisions
“Let’s Celebrate” gift set
1 September 2006
Rulings + Decisions
“Congratulations New Arrival” baby gift basket
26 May 2006
Rulings + Decisions
‘Bubbly & Bear’ Gift Pack
27 February 2006
Rulings + Decisions
Make a Complaint
20 January 2006
Rulings + Decisions
Funky Monkey Vodka Shots
19 December 2005
Rulings + Decisions
Vodka Mudshake & Vodka Twistee Shots Condoms
24 June 2005
Rulings + Decisions
Zebedee Beer pump clip
24 June 2005
Rulings + Decisions
Rocket Fuel Vodka and Rocket Fuel Ice
24 June 2005
Rulings + Decisions
Hot Shotz
11 March 2005
Rulings + Decisions
Dooley’s
25 February 2005
Rulings + Decisions
Mickey Finn’s Spiked Sour Apple & Moonshine Schnapps
21 January 2005
Rulings + Decisions
Kalashnikov Vodka
26 November 2004
Rulings + Decisions
Bliss
17 November 2004
Rulings + Decisions
Muse Cocktail Mix – Sex on the Beach
13 October 2004
Rulings + Decisions
www.vladivar.com
17 September 2004
Rulings + Decisions
Shooters
17 September 2004
Rulings + Decisions
Manhattan Cocktails – X on the beach
30 April 2004
Rulings + Decisions
Love Potion
26 April 2004
Rulings + Decisions
Shotz
27 February 2004
Rulings + Decisions
V
25 February 2004
Rulings + Decisions
Stiffy’s Shots & www.stiffys.co.uk
25 February 2004
Rulings + Decisions
Quickie
30 January 2004
Rulings + Decisions
Krush
21 November 2003
Rulings + Decisions
X-Plode
21 November 2003
Rulings + Decisions
Tubz
21 November 2003
Rulings + Decisions
Buzzpots
12 September 2003
Rulings + Decisions
Shag Lime (and variants)
23 June 2003
Rulings + Decisions
www.wkd.co.uk
23 June 2003
Rulings + Decisions
Roxxoff
25 April 2003
Rulings + Decisions
fcuk Spirit
17 April 2003
Rulings + Decisions
Screamers
21 February 2003
Rulings + Decisions
Tesco Stores Ltd
21 February 2003
Rulings + Decisions
Safeway Stores Ltd
21 February 2003
Rulings + Decisions
Kiss Me
21 February 2003
Rulings + Decisions
J Sainsburys plc
17 January 2003
Rulings + Decisions
Zippers
25 October 2002
Rulings + Decisions
Logan Original Hemp Vodka
25 October 2002
Rulings + Decisions
Hard Core
16 August 2002
Rulings + Decisions
Cannabis Vodka
16 August 2002
Rulings + Decisions
Crack Ice
14 June 2002
Rulings + Decisions
Archers Aqua
26 April 2002
Rulings + Decisions
B2 Budgen Express 420
13 March 2002
Rulings + Decisions
Dooley’s Original Toffee Liqueur
1 March 2002
Rulings + Decisions
Sidekick
4 September 2001
Rulings + Decisions
Bad Jelly Vodka
10 July 2001
Rulings + Decisions
After Shock
10 July 2001
Rulings + Decisions
Jelly Shot
10 July 2001
Rulings + Decisions
Shag Lager
10 July 2001
Rulings + Decisions
Jellybean Shooter
10 March 2001
Rulings + Decisions
Red
6 March 2001
Rulings + Decisions
Turbo White
21 June 2000
Rulings + Decisions
Cannabis – The Beer
21 June 2000
Rulings + Decisions
Sorted
26 May 2000
Rulings + Decisions
Bad Jelly
24 March 1999
Rulings + Decisions
‘Exotica’ Coconut Flavoured White Rum, Pineapple and Other Exotic Fruits
27 January 1999
Rulings + Decisions
Asda Alcoholic Pineapple and Grapefruit
18 December 1998
Rulings + Decisions
Source
28 September 1998
Rulings + Decisions
Amrick
11 May 1998
Rulings + Decisions
Dr Thirsty’s Orange Punch
11 May 1998
Rulings + Decisions
Spoof Alcoholic Grapefruit Drink
20 March 1998
Rulings + Decisions
Hi Fever
20 March 1998
Rulings + Decisions
Brit Pop Alcoholic Fruit Crush
20 March 1998
Rulings + Decisions
Dr Thirsty’s Fiji
20 March 1998
Rulings + Decisions
Multi Vita Vino
20 March 1998
Rulings + Decisions
“Risky Business” Caribbean Rum Punch
6 November 1997
Rulings + Decisions
Dr Thirsty’s Beetlejuice
6 November 1997
Rulings + Decisions
Mad Macauly’s Lemonade
6 November 1997
Rulings + Decisions
Hoolahans
30 September 1997
Rulings + Decisions
Aveq
30 September 1997
Rulings + Decisions
Squeal
30 September 1997
Rulings + Decisions
Scream’n Beaver lager
30 September 1997
Rulings + Decisions
Metro Discount Stores
30 September 1997
Rulings + Decisions
Jealous Lover Potions
30 September 1997
Rulings + Decisions
Hooper’s Hooch
18 August 1997
Rulings + Decisions
Diamond Zest
18 August 1997
Rulings + Decisions
Bullshit Beer
18 August 1997
Rulings + Decisions
Spiked Ice
18 August 1997
Rulings + Decisions
Shooter – Red Hot Slammer
18 August 1997
Rulings + Decisions
‘Lemonhead’ Alcoholic Lemon Drink and ‘Orangehead’ Alcoholic Orange Drink
18 August 1997
Rulings + Decisions
K-inky
16 July 1997
Rulings + Decisions
Ajouté Blended White WIne and Blackcurrant/Peach Liqueur (25cl, 12% abv)
16 July 1997
Rulings + Decisions
Spike Original White Wine Mixed Drinks
16 July 1997
Rulings + Decisions
Hoopers Smooch
19 November 1996
Rulings + Decisions
Purple Passion
19 November 1996
Rulings + Decisions
Manchester United FC Scotch Whisky
19 November 1996
Rulings + Decisions
Mog
19 November 1996
Rulings + Decisions
Dogs Bollocks
19 November 1996
Rulings + Decisions
Manchester United FC Red Tribe Premium Lager
24 October 1996
Rulings + Decisions
Snake Bite
14 October 1996
Rulings + Decisions
TNT Liquid Dynamite
24 September 1996
Rulings + Decisions
Piranha
24 September 1996
Rulings + Decisions
MD 20/20
24 September 1996
Rulings + Decisions
Heist
24 September 1996
Rulings + Decisions
Alcola
24 September 1996
Rulings + Decisions
Hooch
24 September 1996
Rulings + Decisions
Ravers
24 September 1996
Rulings + Decisions
Shock
24 September 1996
Rulings + Decisions
Two Dogs
24 September 1996
Rulings + Decisions
Shark Bite
24 September 1996
Rulings + Decisions
Jammin
24 September 1996
Rulings + Decisions
Cola Lips
24 September 1996
Rulings + Decisions
Love Byte
24 September 1996
Rulings + Decisions
Barkers
18 August 1996
Rulings + Decisions
Albino
1 January 1996
Rulings + Decisions
Risky Business