The ASA has banned a trio of adverts from booze brands Strongbow and Jägermeister.
The advertising watchdog found two paid-for Facebook and Instagram ads for Jägermeister were socially irresponsible and implied that alcohol was a key component of the success of a social event.
Meanwhile, a paid-for advert for Strongbow posted by the comedian Al Nash implied alcohol might be indispensable or take priority in life.
The ASA identified the adverts using its AI-powered Active Ad Monitoring system, which scans the internet for adverts that may be in breach of the CAP code.
The first ad for Jägermeister included a bottle of Jägermeister Manifest, positioned above a pair of cupped hands. Underneath, a caption read: “manifesting the best nights of your life. Get your bottle of Jägermeister Manifest […]”.
It implied Jägermeister Manifest “held a transformative role and was recognised for its ability to create the ideal social scenario”, the ASA ruled.
Meanwhile, the second advert featured an image of a bottle of Jägermeister on a silver plate, with the caption: “Jägermeister, serving the best night of your life.”
The advert gave the impression Jägermeister was the “defining factor of a successful social event”, the ASA adjudged.
Both ads therefore implied alcohol was a key component of social success and breached the CAP code.
Jägermeister accepted the ASA’s assessment, and confirmed that both ads, along with similarly themed ads, had been withdrawn. It said it had conducted a full review of its advertising and said that they would be “increasingly mindful of the issues raised as a result of the investigation”.
Strongbow’s talking can
The advert for Strongbow, meanwhile, featured a video of Nash playing a character and had the caption “trying to work when it’s sunny outside”.
It showed a talking of Strongbow Strawberry Cider Can trying to persuade a man to stop preparing his wedding vows and instead attend a barbecue where he would drink alcohol.
The can of cider called the man a “coward” and said, “you make me sick”, urging him to “abandon his responsibilities”, the ASA said.
Despite the man saying, “leave me alone, please” and “I just have stuff to do”, the can “repeatedly undermined the man’s intentions, and pressurised him to attend the barbecue”, it noted.
It concluded the advert implied the man preparing his wedding vows were “more important than personal relationships and a significant life event, and therefore implied alcohol was indispensable and took priority in life”.
A spokeswoman for Strongbow owner Heineken UK said: “As responsible marketers, we take great care in ensuring all our content abides to the letter and the spirit of the code. In this case, although we believe that the humorous and fictitious sketch was intentionally absurd and surreal, with the desired outcome of the protagonist not wanting to miss out on a BBQ with his friends, we respect the decision and have removed the social post.”
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