Alcohol

The advertisement took the form of an Instagram reel and was seen on the advertisers’ own profile. It depicted a group of female models wearing two-piece outfits comprising a cropped top and high-leg hotpants while posing around a vehicle and drinking pints of Forged Stout. At various points, the models also posed around a person dressed as a life-sized model of a Forged Stout can before eventually following it off screen.

Written text on the social media post promoting the reel stated:

“We are ready to party @jacksbarlondon #TakeOver #LetsGo #FRGDGirls”.

The complainant considered that the advertisement contained sexualised content which made a link between alcohol and improved sexual relations/performance. The complainant considered that the advertisement was therefore likely to breach the Code.

The advertisers said that they removed the advertisement from their Instagram account upon receipt of the complaint.

Complaint Upheld

The Complaints Committee considered the detail of the complaint and the advertisers’ response and noted that the advertisement had since been withdrawn.

The Committee noted the Code requirements that marketing communications should not state, depict or imply that the presence or consumption of alcohol can improve physical performance or personal qualities or capabilities (9.05(a)) and that advertisers should take account of public sensitivities regarding coarseness and sexual innuendo in marketing communications for alcohol (9.05(c)).

The Committee noted that there was a significant emphasis through the use of camera angles, on the female models’ cleavages and bottoms, and in some cases solely on these areas resulting in the focus being on a body part rather than the whole person. The Committee did not consider that there was any creative reason for this other than to objectify the female models. The Committee also noted that in other parts of the advertisement, the manner in which the female models were posed or shown interacting with the person dressed as the life-sized version of the product was sexually suggestive.

While they did not consider that the advertisement implied consumption of the product would make the drinker more attractive, they did consider that it was an irresponsible manner in which to depict women. The Committee did not consider that account had been taken of public sensitivities regarding coarseness and sexual innuendo in marketing communications and, as such, considered that the advertisement breached the Code at sections 3.03 and 9.05(c).

Action Required:

The advertisement must not reappear in its current form.