Advertisment
Posts on the advertisers’ social media account featured a woman in various scenarios.
Post 1:
A woman and man are shown sitting on a couch. The man asks the woman if she has bought herself a house yet and in reply the woman rolls her eyes.
The main voice over states: “We can’t save you from those awkward Christmas moments, but we can help”.
The woman is shown opening a can and taking a drink.
The video was accompanied by the following wording:
“We’ve all been there, the dreaded awkward questions at Christmas. Soften the blow this year with Little & Green.”
Post 2:
A Woman is sitting on a couch having a drink from a can while another woman is decorating a Christmas tree. The woman decorating the tree asks the other woman,
“are you still single?”
In response, the woman on the couch rolls her eyes at the question.
The main voice over states: “We can’t save you from those awkward Christmas moments, but we can help.”
The video was accompanied by the following wording:
“Home might be where the heart is, especially over the festive season….it’s also a place where problematic things may occur, such as those probing questions you’ve managed to avoid all year. ABBA nights and toilets with carpets. We can’t save you from those awkward Christmas moments, but we can help.”
Both posts included various hashtags – “#poitin, #christmas, #cocktails”
Post 3:
A post featured an image of the product with the following wording:
“Have a sessionable Christmas with our Sneaky Orchard cocktail.
#poitin, #cocktail…”
Post 4:
A post featured an image of two cans and an item of branded clothing at the Vico Baths in Dublin. The image appeared to be at the edge of a cliff with a drop to water. The wording stated:
“Vico swims with the one and only, well two. #poitin, #vicobaths, #cannedcocktails”
Post 5:
A post featured an image of a man sitting at the edge of a cliff with his legs over the edge while holding a can of the product. The wording stated:
“Sun’s coming out, & so are the Little&Green cans.
#poitin, #irish, #cannedcocktails’
Post 6:
A post featured the image of several young people laughing together while at a formal ball. The wording of the post stated:
“Bold moments at Little&Green X UCD Surf Ball”
Post 7:
An image of a woman’s hand holding a can of the Sneaky Orchard cocktail. The wording stated: “Magic in a can” and was followed by an apple emoji and the magic emoji.
Complaint
Issue 1: Posts 1 and 2:
A complainant considered that the two video posts featuring the woman drinking were portraying alcohol as a tool for coping with interpersonal difficulties such as the social interactions portrayed. They considered that it was both dangerous and inappropriate to portray alcohol as a tool for social anxiety.
Issue 2: Posts 1 – 7:
The ASAI Executive did not consider that the content on the advertisers’ Instagram account was in conformity with the alcohol rules of the Code. They referred the advertisers to Posts 3 to 7 as a sample of content from the page and asked for their comments on the overall compliance of the content of the page and details of procedures in place to ensure compliance of the content.
Response
Issue 1: Posts 1 and 2:
The advertisers stated that they had not encouraged excessive drinking, nor had they implied that the presence of alcohol could improve physical performance or personal qualities or capabilities or had therapeutic qualities. They said that the implication in the complaint that they had implied that alcohol was an appropriate tool to cope with interpersonal difficulties was a highly subjective view of the situation. They said that in the clips, the woman in her 30s appeared, in their view, to be bored by her parents and was not anxious or struggling to cope. They said that the posts were making fun of an everyday situation, and that the woman did not look distressed, rather she was portrayed as though she would rather not have to deal with the usual questioning that adults get from their parents when visiting home.
They said that their brand was by its nature, a light-hearted brand, and they were attempting to present a familiar situation to their audience in which their consumers could relate to. They said that at no point had they mentioned interpersonal difficulties or anxiety and therefore, argued that they were not in breach of the Code.
Issue 2: Posts 1 – 7:
The advertisers said that they require anyone with access to their social media accounts to have read the ASAI code and in particular Sections 3 and Section 9 as related to alcoholic drinks. They said that their review process prior to posting required sign off by the Brand Manager before anything was published.
Conclusion
Complaint Upheld.
The Complaints Committee considered the detail of the complaint and the advertisers’ response.
Issue 1: Posts 1 and 2:
The Committee noted that the posts had featured the women reacting to the questions posed to them by taking a drink from the product and that the main voice over had referred to the situation as ‘awkward Christmas moments’ and that the product ‘could help’. The Committee considered that the advertisements had portrayed an alcohol product as a way of helping with the interactions portrayed and, in the circumstances, considered that the advertisements were in breach of Sections 3.3, 9.1, 9.5a and 9.8g.
Issue 2: Post 1 – 7:
The Complaints Committee noted that the posts had not included the responsibility messaging. The Committee noted the requirements of the Code and while they noted the review process outlined for sign off of social media content, they expressed concern that posted content had depicted people who appeared under 25, solitary drinking and drinking at locations where consumption of alcohol was unsafe. In light of the lack of a responsibility message and the situations depicted, the Committee considered that the content was not in compliance with Sections 9.4, 9.7(a) and 9.8(b), (g), (h) and (i) of the Code.
