Advertisment
The advertisers’ Instagram post invited consumers to “Enjoy your cocktail of choice on our beautiful blossoming outdoor terrace with friends and family”.
Complaint
The complainant said the advertisement had not included a responsibility message to drink alcohol responsibly and therefore it had not promoted responsible drinking.
Response
The advertisers said that having reviewed the complaint and any posts that showcased or mentioned alcohol, they had corrected them by adding the message to “Drink Responsibly”. They said they would always ensure to use this messaging in any future posts.
Conclusion
Complaint upheld.
The Complaints Committee considered the detail of the complaint and the advertisers’ response.
The Complaints Committee noted that the product being promoted was alcohol and that the advertising had not contained a responsibility message to drink alcohol responsibly. In the circumstances, they considered that the advertisement was in breach of Section 9.4 of the Code.
Action Required:
As the advertising had been amended no further action was required in this case.
The Complaints Committee reminded all advertisers of the importance of including the “Drink Responsibly” messaging when advertising alcohol products.
