- Alcohol branding is no longer permitted on most vehicles, except for a few used for staff and operational purposes.
- Event vehicles are now treated like billboards and must follow the same strict rules.
- Ads near schools, churches, and youth media are banned, and every message must promote responsible drinking.
For years, alcohol brands have used vehicles as rolling advertisements, from branded vans at music festivals to delivery trucks wrapped in logos. That era is over.
Clause 1.8.3 of the new Alcohol Industry Code prohibits alcohol branding on any form of transport, except for cars, bakkies, and minibuses used for staff or operations. And even those must comply with strict rules regarding logo placement and overall appearance.
The real game-changer is how the code reclassifies event vehicles. Once considered mobile assets, they are now treated as outdoor advertising. This means they’re subject to the same regulations as billboards, including bans on being anywhere near schools, churches, or community centres. If a branded van is parked at a concert or drives through a neighbourhood, it is now under the same scrutiny as a giant roadside sign.
This is far more than a minor tweak. It’s a significant shift in how alcohol brands can appear in public. The road is no longer a neutral ground, and every vehicle is now a regulated advertising space.
The crackdown goes further
The new rules extend well beyond vehicles. Alcohol ads are now banned from all media targeting children, including those that appear before, during, or after kids’ shows. Platforms without robust age verification are off-limits. Celebrities who resonate with young audiences, regardless of their age, are barred from appearing in alcohol ads. Cartoons, teen slang, and anything designed to appeal to youth are strictly prohibited.
Additionally, alcohol ads can no longer suggest that drinking leads to success, popularity, or romance. Depicting pregnant women or athletes consuming alcohol is forbidden. Even brand names are under scrutiny: anything that implies intoxication, sex appeal, or law-breaking is not allowed.
Every advertisement must now include a responsible drinking message that is clear, easily readable, and placed exactly as specified. There’s no room for ambiguity or creative shortcuts.
The public has power
The Advertising Regulatory Board is responsible for enforcing these rules, and anyone can report violations. If a brand breaks the code, the Board can take action, even if the company hasn’t formally signed the agreement. The Drinks Federation of South Africa can also intervene in serious cases.
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