Diageo has been rapped by advertising watchdogs after an online ad for Captain Morgan gave “irresponsible” implications about the effects of alcohol.

The Advertising Standards Agency (ASA) ruled against a post on the rum brand’s Facebook page that depicted a pirate captain raising a glass alongside his cheering crew and stated “Wednesday – I’m declaring war on mid-week boredom”.

The Youth Alcohol Advertising Council -  a group of young people who review alcohol ads and complain to the ASA when they feel content is irresponsible – flagged up the ad to the ASA, complaining it implied alcohol could overcome boredom and was capable of changing mood.

Captain Morgan owner Diageo was told the ad must not appear again in its current form, and was was urged by the ASA to ensure it did not state or imply alcohol could overcome boredom or change mood in future.

However, Diageo said the rationale behind the ad was to call consumers to take a break from their normal weekday routine, claiming it should not be interpreted as a call to drink as there was no explicit mention of drinking and no specific focus on the product itself.

Speaking after this week’s ruling, Diageo marketing director Julie Bramham said the company always applied “the highest levels of rigour” to its marketing campaigns.

“The post on our Facebook page, one of a number of regular posts, was intended to suggest that consumers take a break from their normal weekday routine and spend time with friends mid-week,” she added. “ Clearly, the ASA council has interpreted this post in a different manner, and while we do not agree with this interpretation, we ultimately respect the council’s ruling. We have agreed not to use the post again in its current form.”

This is the second time Captain Morgan has been keelhauled by the ASA this year. In February, the brand was told it could not use a TV ad featuring the swashbuckling captain’s antics. Diageo was ordered not to equate drinking with toughness or daringness in future advertising after the ASA received complaints alleging the ad implied drinking could bring “social success”.

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