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The UK’s promoting watchdog has upheld a grievance in opposition to seven Instagram posts by AU Vodka because of their hyperlinks to alcohol consumption and driving, and extreme consuming.
AU Vodka eliminated two of its Instagram posts because of a grievance
The Promoting Requirements Authority (ASA) issued its determination in opposition to seven Instagram posts on @auvodka and a number of other photos on the model’s web site.
The posts have been challenged by one complainant on the premise that they inspired extreme consuming, have been irresponsible as a result of they linked alcohol with driving and harmful equipment, and featured somebody who was beneath the age of 25.
One Instagram publish featured the rapper Ghetts surrounded by 13 bottles of the vodka, whereas one other confirmed a video of rapper Chipmunk sitting on the bonnet of a automobile – whereas pouring a glass of AU – and within the passenger’s seat of a automobile consuming from the glass.
One other publish confirmed a person sitting in a forklift truck, holding a bottle of the vodka and a glass containing the drink.
The model’s web site additionally featured a number of photos of males surrounded by a number of bottles of the vodka.
In its response to the grievance, AU Vodka stated its advertisements didn’t encourage extreme consuming and that the a number of bottles displayed have been just for ornamental functions. In addition they argued that that they had seen different manufacturers function quite a few bottles on show of their promoting.
Moreover, AU stated the quantity of vodka proven within the glasses weren’t excessive and the folks depicted didn’t show behaviour that instructed that they had consumed an excessive amount of alcohol.
The ASA stated: “Whereas we acknowledged that there was no indication that any of the folks within the advertisements had consumed extreme quantities of alcohol, we thought of that the picture of 1 individual consuming within the presence of a lot of bottles of alcohol in every of the advertisements was more likely to encourage extreme consumption of alcohol.”
The model did, nevertheless, determine to take away the Instagram publish of a picture of a person pouring a bottle of AU Vodka on to his mouth and tooth, with the drink splashing down him, whereas holding one other vodka bottle in his different hand. The model stated they felt it would trigger confusion round extreme consuming.
The ASA stated this publish confirmed alcohol ‘being dealt with and consumed in an uncontrolled and irresponsible method and was more likely to encourage folks to undertake types of consuming that have been unwise’.
AU additionally eliminated the advertisements that includes Chipmunk within the automobile and the person sitting within the forklift, and pledged to not share any content material the place an individual was proven sitting within the driver or passenger seat of a automobile in future.
The ASA stated it had acknowledged AU Vodka’s removing of the 2 advertisements, however concluded that they have been irresponsible and breached the Code.
Moreover, one advert featured rapper Aitch who was 21 years previous on the time the publish appeared. As such, the ASA stated he was the main focus of the picture and concluded that the advert additionally breached the Code, which requires alcohol advertisements to solely present individuals who have been, or seemed to be, 25 years of age or over.
The ASA dominated that these advertisements should not seem once more of their present kind.