Every country has restrictions about what alcohol advertising is allowed to show and claim. In the UK, you aren’t allowed to show people playing sport, or imply that alcohol can help you to “achieve success” with the opposite sex. In France, you can’t show people at all, not even if they are on their own in a comfy leather chair, reading Plato’s The Republic.
But the strangest restrictions for spirits advertising I’ve come across are in Russia, where they appear to enforce the ‘invisible drink rule’. You can show people in a ‘drinking environment’, but you can’t actually show any drinks. So if you look closely at these Russian Jameson ads – which part of their ‘easygoing’ campaign – you’ll notice that no-one in the ad has a drink. Maybe they’ve just ordered.