Alcohol-free labelling: overview
- The UK’s 0.05% ABV threshold for ‘alcohol-free’ is stricter than in most European markets, creating trade and labelling inconsistencies
- Definitions vary, even within Europe
- The UK government is reviewing the threshold, citing industry growth and the need to support innovation
- Access rules vary across Europe, with different age restrictions for alcohol-free products in countries including the Netherlands, Norway, Finland and Germany
The UK has an alcohol-free definition problem and it’s a fragmented picture across Europe.
While the British Beer and Pub Association (BPPA) last week predicted that more than 64m pints of low- and no-alcohol beer will be sold over the summer, an increase of 8m compared with 2025, it qualified this by saying that UK guidelines on alcohol-free labelling are holding the sector back from even more success.
What is the definition problem?
In the UK, the definition of ‘low alcohol’ is up to 1.2% alcohol-by-volume (ABV) content. This is not up for debate.
‘Alcohol-free’ is an ABV content of 0.05% or lower. However, in most European countries that use a specific threshold, the threshold is 10 times higher at 0.5%.
Even within Europe, definitions vary – in France, it’s below 1.2% and in Finland, it’s anything lower than 2.8%. Globally, the picture changes again, often within countries, according to a 2026 study looking at eight countries.
In the UK, to complicate matters even further, the government guidelines are, strictly speaking, for England. Scotland, Wales and Northern Ireland follow the same rules but could technically author their own, which potentially could add further complication if they went down that route, says the BPPA.
It also adds that while the guidelines are non-statutory and therefore not legally binding, they are technically enforceable if a consumer was to complain if they felt misled.
“England’s current alcohol-free guidelines are causing confusion, largely because they diverge from the definitions used elsewhere,” says Emma McClarkin, CEO of the BPPA. “As things stand, imported products can be labelled alcohol-free despite having a higher ABV than England’s definition allows, reinforcing the misconception that 0.5% meets the threshold on our domestic market.
“This ambiguity is unfair on British brewers who must use more expensive techniques to achieve our domestic threshold for a product to be called alcohol-free. This then represents a barrier to entry to the category.”
If the government aligned England’s definition with 0.5% to address this unfairness, she continues, it will stimulate greater innovation and choice for consumers. Brewers would also be able to advertise with far greater certainty.
It’s also worth noting, says McClarkin, that many everyday foodstuffs, including fruit juices and white baked goods are not required to declare an ABV, but may contain alcohol up to 0.5% ABV.
Supporting the industry
A change in the UK guidelines is under review.
“The government recognises the role no- and low-alcohol products can play in helping people reduce their alcohol intake and in boosting public health, says a Department of Health and Social Care spokesperson.
“To support innovation in this area and help businesses thrive, we are considering changing the threshold at which a drink may be described as alcohol-free. We have engaged with a range of stakeholders on this issue, including the BBPA. We will take other public health considerations into account and update in due course.”
It also referenced possible changes in its 2025 10 Year Health Plan, under the ‘Tackling harmful alcohol consumption’ section. “In the past 10 years, there has been significant growth in the no- and low-alcohol market. To support further growth, we will consult on changing the upper strength threshold at which a drink may be described as alcohol free to 0.5% ABV, which will bring it into alignment with international standards.”
The flip side
There are other considerations that must be taken into account.
The UK government notes that “there are public health concerns that also need to be taken into consideration, such as consumers who wish to avoid alcohol assuming an ‘alcohol-free’ product to be devoid of alcohol”.
According to the charity Drinkaware, alcohol-free drinks aren’t suitable for those who want or need to avoid alcohol completely.
These drinks clearly play a role for those who want the taste and ritual while moderating their alcohol intake. According to Drinkaware, figures from 2025 show 42% of UK drinkers consumed an alcohol-free drink as a substitute technique to moderate their drinking, compared with 18% in 2021.
However, this may not be the case for those with alcohol use disorder because the taste and associations may trigger cravings. A 2022 study found that “craving and desire to drink increase after the consumption of NoLo drinks, and consumption increases as the descriptors in the label indicate a lower ethanol concentration”, but more research needs to be done.
The u18s issue
In the 10 Year Health Plan, the UK government also raises the issue of sale to under-18s, as concerns have been raised about alcohol-free drinks becoming a gateway to alcohol. A 2026 report in the British Medical Journal discusses this and it’s globally applicable.
“We will explore options to restrict access to NoLo products so they are treated in the same ways as all alcohol products, including banning sales to under 18 year-olds,” says the UK government report.
In the UK and the Netherlands, under-18 s can buy drinks that are less than 0.5% ABV (although most pubs and supermarkets treat them in the same way as alcohol to be on the safe side and require ID); in Norway, they can buy anything less than 0.7% ABV, and less than 1.2% ABV in Finland.
In Germany, drinks below 0.5% ABV are not age-restricted and minors under 16 can buy drinks between 0.5% and 1.2% ABV.
So as the sector booms and shows no signs of slowing, definitions and access may change to support a fast-growing category balanced with the roles that these drinks play in public health.
