Bargain Booze has fallen foul of the ASA after running an advert that implied drinking alcohol could overcome loneliness.
A paid-for Facebook ad by the Bestway Group-owned retailer – seen in February 2026 – encouraged viewers to “Shop and save this Valentine’s Day”. The ad featured three images, one of which was a bottle of rum. Text next to the image stated: “why have romance when you can have rum?”
The ASA challenged whether the ad was irresponsible because it implied that drinking alcohol could overcome loneliness.
It acknowledged Bargain Booze’s claim that the ad was “intended to be playful and humorous”.
However, as Valentine’s Day was “an occasion strongly linked to romantic relationships” it implied that drinking “could be used as a substitute for romance and could overcome feelings of loneliness”.
On that basis, the advert was therefore irresponsible and in breach of the CAP Code, it concluded.
“Advertisers need to make sure that alcohol ads are socially responsible,” an ASA spokeswoman said. “Specifically, the rules make clear that ads shouldn’t imply that drinking alcohol can overcome loneliness.
“In this case, the ad broke the rules by linking alcohol with Valentine’s Day, giving the overall impression that drinking alcohol could be used as a substitute for romance and could overcome feelings of loneliness.”
A spokeswoman for Bestway Wholesale said: “We acknowledge the ASA’s ruling regarding a Valentine’s Day social media post by Bargain Booze and have taken its findings seriously.
“The advertisement was intended to be a light-hearted and humorous take on Valentine’s Day, using playful wording as part of a wider campaign. It was never our intention to suggest that alcohol could address, or overcome, loneliness or emotional wellbeing.
“As a business, Bestway is committed to responsible retailing and advertising, and we respect the ASA’s interpretation and have acted accordingly to ensure that all future campaigns avoid any such confusion or implication.”
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