cigarettes or other tobacco products;

electronic cigarettes or electronic cigarette refill containers;

any prescription-only medicine.

it is not aimed specifically at persons under the age of eighteen, nor does it, in particular, depict such persons consuming alcoholic drinks;

it does not link the consumption of alcohol to enhanced physical performance or to driving;

it does not create the impression that the consumption of alcohol contributes towards social or sexual success;

it does not claim that alcohol has therapeutic qualities or that it is a stimulant, a sedative or a means of resolving personal conflicts;

it does not encourage immoderate consumption of alcohol or present abstinence or moderation in a negative light; and

it does not place emphasis on high alcoholic content as being a positive quality of alcoholic drinks.

must be readily recognisable as such, and

must not use techniques which exploit the possibility of conveying a message subliminally or surreptitiously.

prejudice respect for human dignity;

include or promote discrimination based on sex, racial or ethnic origin, nationality, religion or belief, disability, age or sexual orientation;

encourage behaviour prejudicial to health or safety;

encourage behaviour grossly prejudicial to the protection of the environment;

cause physical F4, mental or moral detriment to persons under the age of eighteen;

directly exhort such persons to purchase or rent goods or services in a manner which exploits their inexperience or credulity;

directly encourage such persons to persuade their parents or others to purchase or rent goods or services;

exploit the trust of such persons in parents, teachers or others; or

unreasonably show such persons in dangerous situations.