Televised alcohol advertisements in the UK must abide by the BCAP Code, which provides guidelines concerning advertisements not implying, condoning or encouraging immoderate, irresponsible or anti-social drinking. Previously, 75% of 373 general public respondents shown one of seven advertisements rated a breach of at least one guideline. The present study assessed whether experts in marketing (n=25) and alcohol treatment/ public health (n=25) perceived the same seven television alcohol advertisements as complying with the BCAP Code. Overall, 83% of advertisements were rated as breaching at least one guideline. This provides further proof that self-regulatory alcohol guidelines are not fit for purpose.