The Advertising Standards Authority has clamped down on a raft of Scottish alcohol brands for making “irresponsible” nutrition and wellbeing claims.
The watchdog rapped a swathe of brands – Chivas Regal, Tennent’s Lager, Eden Mill, Smokehead Whisky and Stag’s Breath Liqueur – for engaging in marketing activity that was prohibited under the CAP Code this week.
It had specifically targeted “problem alcohol ads in Scottish media” as part of its “ongoing work in monitoring alcohol ads across the nations, particularly in Scotland, in the context of Scottish Government concerns and the wider health debate in this area”, an ASA spokesman told The Grocer.
Pernod Ricard-owned whisky brand Chivas Regal, for instance, underwent investigation by the watchdog for two separate issues relating to a series of Instagram posts promoting the drink.
The ASA challenged whether the posts breached the Code because they featured people who seemed to be under 25 years of age.
It also challenged whether the posts – which featured images and video clips of music artists being interviewed about their careers while drinking from Chivas branded cups, holding Chivas Regal whisky bottles, and drinking from them – “implied that alcohol could enhance mental or physical capabilities; for example, by contributing to professional achievements”.
The issue relating to the age of the artists interviewed – one of whom was understood to be 21 at the time the ad was posted – was upheld.
The second issue was partially upheld; the watchdog considered that the presence of the alcohol in three of the posts was in keeping with the music event where they were filmed. However, it upheld the issue against one of the posts that claimed Chivas Regal was “truly the original luxury whisky for ultimate success”.
Both Tennent’s Lager and Eden Mill, meanwhile, were investigated by the watchdog for making nutritional claims in their social media marketing.
The ASA challenged whether phrases used in three separate posts promoting Tennent’s Lager on Facebook – such as “Just 114 calories a pint”, “This is Scotland’s lowest calorie lager”, and “Just 66 calories a bottle” – were nutrition claims permitted for alcoholic drinks.
An Instagram post promoting Eden Mill’s gin launched in partnership with Gordon Ramsay also drew the ire of the watchdog.
The ASA challenged whether the post, which stated that the honeyberries used to make the gin retained “micro-nutrients”, “with more antioxidants than blueberries, more potassium than bananas, more vitamin C than oranges” made nutrition claims that were not permitted.
After investigation, the issues raised against both brands were upheld.
Smokehead Whisky was also investigated by the watchdog, which challenged that an Instagram post promoting the drink – featuring a woman in work overalls standing in front of an open car bonnet with a partially full bottle of whisky in the foreground – was “irresponsible, because it linked alcohol with driving and an activity or location in which drinking would be unsafe”.
The issue was upheld as the ASA considered that the ad “gave the impression that the mechanic had been drinking the whisky while at work”.
Finally, Stag’s Breath Liqueur was investigated by the watchdog, which challenged whether a Facebook post on its page was “irresponsible because it implied that drinking alcohol could overcome problems and had therapeutic qualities”.
The ad in question featured the captions: “Fixing a boo boo as a kid” with an image of a sticking plaster underneath and “Fixing a boo boo as an adult” with an image of a drink in a glass underneath.
After investigation, the issue was upheld by the ASA, which said the post “presented drinking alcohol as a solution for difficulties”.
A spokeswoman for Tennent’s said it was “committed to the highest standards of responsible marketing and adherence to the Advertising Codes.”
“When these posts were raised by the ASA, we took immediate remedial action.”
The Grocer has approached Chivas Regal, Eden Mill, Smokehead Whisky and Stag’s Breath Liqueur for comment.
Earlier this month, the watchdog ruled against a series of social media ads posted by Edinburgh nightclub The Hive this month which “encouraged excessive drinking”.
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