Advertisements for three Scottish distilleries have been banned for ‘irresponsible’ messages which claimed nutritional and therapeutic benefits of drinking alcohol.
British chef Gordon Ramsay’s collaboration with Eden Mill Distillery resulted in an advertisement for Ramsay’s Gin which claimed that the alcohol contained “a range of micronutrients” and compared it favorably to fruit.
The ad, posted to Ramsay’s Gin’s Instagram and Facebook pages on March 20, featured an image of a bottle of the product with text that read, “Ramsay’s Gin Botanical Foundations Honey Berries…the farmer follows a philosophy Naturally grown, which means the honey berries retain the rich flavors and micronutrients from the wonderful Scottish terroir.
“With more antioxidants than blueberries, more potassium than bananas, more vitamin C than oranges, and flavor like a blend of blueberry, plum, and grape, these are perhaps the tastiest Honeyberries in the world. world!”
The Advertising Standards Authority (ASA) ruled that the claims involved a “favorable comparison between the nutrient content of the product and the fruit listed”.
He said: “While we welcome the action Ramsay’s Gin has taken to remove the adverts as the claims ‘retain […] micronutrients” and contained “more antioxidants than blueberries, more potassium than bananas, more vitamin C than oranges” were nutrition claims that were not permitted for alcoholic beverages, we concluded that the advertisements violated the code”.
Eden Mill Distillery said the ads were only posted once and then removed. He attributed a due diligence oversight to being “excited about the opportunity to work with Gordon Ramsay” and provided assurances that it would not happen again.
In another instance, the ASA questioned whether an Instagram post for Smokehead Whiskey in June was irresponsible because it associated alcohol with driving and an activity or location in which drinking alcohol would be dangerous.
It featured an image of a partially full bottle of whiskey, alongside a woman in overalls in front of a car with the hood open.
The text read “Work hard or work barely? Brilliant snap, keep coming” accompanied by a skull and fire emoji.
The ASA ruled the advert implied the woman was a mechanic, at work in a garage – given that while the car was stationary, a mechanic would be expected to operate machinery and potentially have to drive the car to maneuver it while working. above.
It read: ‘Although we recognized that the post did not show the mechanic drinking from the bottle, we noted that the bottle of whiskey was partially full and as such we considered this to give the impression that the mechanic had drunk the whisky. at work.
“We considered the reference to ‘difficult work’ also added to this impression.”
Finally, a Scottish brand of liqueurs was criticized for its June 10 advertisement which “implied that drinking alcohol could overcome problems and had therapeutic qualities”.
A Facebook post on the Stag’s Breath Liqueur page read, “Ha! Happy Friday everyone! #whiskyscotland #FunnyFriday #whskyjokes” [sic] accompanied by smiley emojis.
Underneath it featured text that equated using a band-aid in childhood with drinking alcohol in adulthood.
The ASA found that consumers could interpret the ad to mean that while a child would only need a band-aid to “fix” a minor mistake or injury, in adulthood alcohol could be used instead.
He acknowledged that those who saw the post would understand that it was meant to be light-hearted and humorous for the end of the working week, but it turned out to present alcohol consumption as a solution to hardship.
The watchdog banned the ad in its challenged form and asked Meikles of Scotland to ensure that future advertising did not imply that alcohol “could help overcome life’s problems and had therapeutic qualities.
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