Little is known about how No and Low alcohol (NoLo) drinks are promoted and used, making it difficult to draw conclusions about the implications of this expanding market. Drawing on analysis of UK-based marketing materials and semi-structured interviews, this paper adopts a critical social marketing perspective and ‘healthism’ lens to interrogate the alcohol industry’s use of health messaging in NoLo marketing and how these messages are reflected in consumer narratives. References to ‘health’ and ‘responsibility’ were explicit and implicit in NoLo marketing and consumer motivations, contributing to a ‘halo effect’ whereby the industry appears to ‘do good’ but continues to perpetuate alcohol harm (by shifting responsibility for health further onto consumers and away from the industry). Findings have implications for public health, education and regulation.