Filming and photographing alcohol might seem like a breeze—pour, sip, cheers, repeat. But in reality, strict digital alcohol marketing laws, platform-specific policies, and some creative workarounds dictate how booze can be shown on screen. Whether you’re shooting a high-end whiskey commercial, a social media campaign for a brewery, or a film scene set in a bar, there are important alcohol advertising regulations to follow.
Here’s what you need to know before hitting record.
The Legal Pour: What You Can and Can’t Show in Alcohol Content
Alcohol regulations don’t just apply to consumers—they extend to how alcohol is portrayed in marketing and media, both online and off. Whether you’re producing content for TV, digital ads, or alcohol marketing on Instagram, these rules will keep your project compliant:
Age Restrictions Are Non-Negotiable
Anyone appearing in alcohol-related content must be at least 25 years old (yes, even though the legal drinking age is 21). This industry standard helps avoid any implications of underage drinking and keeps your content aligned with online alcohol advertising rules.
No Encouraging Overconsumption
Brands can’t promote excessive drinking. That means no chugging contests, no “bottomless” messaging, and no glorified drunken behavior. If it looks like it belongs in a frat house, it’s probably not making the cut—especially in alcohol advertising on Facebook or Instagram, where paid content policies are strict.
You Can’t Always Show Consumption
Certain platforms (looking at you, Facebook and Instagram) restrict actual alcohol consumption in paid ads. Organic content has more flexibility, but many brands opt for the safer route—showing drinks being poured, clinked, or held rather than consumed. That’s why in ads like the recent Bud Light Super Bowl commercial, they cut away before the sip!
This isn’t just a creative choice—it’s part of staying in line with alcohol marketing compliance on social media.
Drinking and Risky Activities Don’t Mix
Alcohol ads on social media can’t show people drinking while swimming, driving, rock climbing, or engaging in anything remotely dangerous. Platforms and advertisers alike aim to avoid suggesting that alcohol impairs judgment, so they keep things light and fun—not reckless.
Getting In or Out of a Car
This one’s a biggie! Even if someone isn’t shown drinking, implying that they might drive after consuming alcohol is an absolute no-go. This applies across the board—from TV commercials to radio alcohol advertising and TikTok clips.
Movie Magic: Making Alcohol Look Real (Without the Waste)
If you’ve ever wondered how actors film scene after scene in bars without getting sloshed, the answer is simple—they’re not actually drinking. Here’s how production teams keep the drinks flowing while staying compliant with alcohol content laws:
Fake Booze for the Win
Productions swap real alcohol for camera-friendly stand-ins:
- Whiskey → Iced tea, watered-down cola, or apple juice
- Beer → Non-alcoholic beer or a mix of ginger ale and apple juice
- Wine → Grape juice (white or red) diluted with water
- Cocktails → A blend of juices, syrups, and soda to mimic mixed drinks
This trick works for everything from YouTube Shorts to big-screen commercials.
Strategic Sipping (Or No Sipping at All)
Many actors don’t actually drink on camera. Instead, they bring the glass to their lips, pause for a beat, and put it down—letting the audience assume they took a sip. This technique is common in influencer content too, where alcohol advertising compliance is crucial.
Ice Tricks to Keep Drinks Looking Fresh
Real ice melts under hot production lights. Instead, many sets use acrylic or plastic ice cubes to keep drinks looking crisp from the first take to the last.
The “Pour and Swap” Method
For those slow-motion whiskey pours, production teams often pour real alcohol for the shot but swap the glass before anyone actually drinks. This keeps visuals authentic while ensuring alcohol advertising compliance.
Social Media Policies on Alcohol Content
Every platform has its own set of rules for alcohol-related content. Here’s a quick breakdown:
- Facebook & Instagram: Alcohol ads must target users 21+ and can’t depict excessive drinking. Organic posts have more flexibility but still shouldn’t promote overconsumption.
- TikTok: Alcohol advertisements are permitted in certain regions, including the U.S., but are heavily restricted. Ads must comply with local laws, be age-gated, and disable comments, as TikTok does not verify commenters’ ages. While organic posts are a gray area, TikTok has strict guidelines against content that encourages underage drinking, excessive consumption, or irresponsible behavior.
- YouTube: Alcohol ads are permitted but must be age-restricted. Any content promoting binge drinking or drinking games can be demonetized.
- Twitter (X): Allows alcohol-related advertising in some regions but requires strict adherence to local laws.
Filming and photographing alcohol is all about balance—making it look good, keeping it legal, and ensuring the brand’s message is responsible. Whether you’re on set for a commercial, social media campaign, or a film, knowing the rules (and a few behind-the-scenes tricks) will keep your content both visually stunning and compliant. And if you ever need someone to shoot that slow-motion whiskey pour… You know who to call!