| Actually I think you're right. The bit I quoted is for the purposes of applying:
https://www.asa.org.uk/type/non_broadcast/code_section/18.ht... which is basically just rules about how you can market (it's fun and cool to drink alcohol kids!) 'alcoholic drinks', i.e. anything under 0.5% can be marketed in ways that says you can't for alcoholic drinks. But a slightly different page than the one I quoted above goes on to say the same as yours: > In terms of the official guidance, the descriptor ‘alcohol free’ should only be used on drinks from which the alcohol has been extracted if it contains no more than 0.05% ABV. Where a product has had the alcohol extracted but it remains above 0.05% ABV but at or below 0.5% ABV, the descriptor would be ‘de-alcoholised’. https://www.asa.org.uk/news/low-and-no-alcohol-drinks.html So yes, either it tells you something about how they're making it, or they're wrong to be using that 'descriptor'. (Surely the former? Brewdog make 'Punk AF', they'd have to rebrand it completely if they're not allowed to call it 'AF', surely they'd have been on top of that?) Oh wait though - the page I originally quoted goes on: > CAP is aware that official government guidance exists on how alcohol content at or below 0.5% should be described, but understands that this guidance is not legally binding. Therefore, the Codes do not require compliance with this guidance. which explains why I couldn't find anything enacted on legislation.gov.uk. So it is just a matter for them as the regulator, but these two pages on their own site seem to be in contradiction about whether they care about use of the 'descriptor' or not? |