The Advertising Standards Authority (ASA) has mandated the withdrawal of social media advertisements for Strongbow and Jägermeister due to concerns over how these brands portrayed their alcoholic products. The ASA found that two Jägermeister ads suggested alcohol was essential for social success, which they deemed irresponsible and in violation of broadcasting regulations. Similarly, they ruled against a Strongbow advertisement, asserting it implied that alcohol could be indispensable in life.
The complaint regarding the Strongbow ad stemmed from a sponsored post on Instagram featuring comedian Al Nash, showcasing the brand’s Strawberry Cider. The sketch parodied a scene from Spider-Man where a character is torn between social engagements and personal responsibilities. In the ad, a talking can of Strongbow encourages Nash’s character to choose a barbecue over writing wedding vows. The ASA noted that while the parody could be recognized as illustrating an internal conflict, it nonetheless suggested alcohol was prioritized over personal relationships and significant life events.
Heineken UK, the owner of Strongbow, accepted the ASA’s ruling and removed the advertisement, stating it was intended solely for entertainment rather than to promote excessive alcohol use. Nash supported this view, clarifying that the sketch did not imply alcohol’s necessity over personal commitments.
In the case of Jägermeister, the ASA found that the ads reinforced the idea that alcohol was key to a successful social gathering, which they described as irresponsible. One advertisement featured a bottle presented on a silver platter, contributing to the impression that it was crucial for a good time. Jägermeister’s owner, Mast-Jägermeister UK, acknowledged the ASA’s evaluation and withdrew the ads.
Notably, the monitoring of the Jägermeister ads was not initiated by public complaints but was instead identified by AI software used by the ASA to detect potentially non-compliant online advertisements.
Source: https://www.bbc.com/news/articles/cj07244j6zvo?at_medium=RSS&at_campaign=rss