Design should only appeal to adults and never target those younger than the legal purchase age for alcohol.

Depict and encourage only moderate and responsible drinking. Do not encourage excessive drinking or intoxication or dangerous activities. Always show respect for those who choose to abstain from alcohol.

Do not imply that alcohol offers any health, dietary, functional, endurance or performance benefits. Do not imply that drinking enhances sexual attractiveness or helps in overcoming sexual or social inhibitions.

Do not suggest any association with alcohol and anti-social or illegal behavior, violence or hate, drugs or tobacco.

Good Taste and Decency: Reflect generally accepted contemporary standards of good taste and decency. Be sensitive to cultural perception. No swearing or profanities.