Advertisements for three Scottish distilleries have been banned for “irresponsible” messages claiming nutritional and therapeutic benefits from drinking alcohol.
British chef Gordon Ramsay collaborated with Eden Mill Distillery to promote Ramsay’s gin, claiming that Ramsay’s gin contains a “variety of micronutrients” and that it contains fruits and compared favorably.
The ad, posted on Ramsay’s Gin’s Instagram and Facebook pages on March 20th, featured an image of the product’s bottle and the following text: Retains the rich flavors and micronutrients of the great Scottish terroir.
As“More antioxidants than blueberries, more potassium than bananas, more vitamin C than oranges, and with flavors like a mixture of blueberries, plums and grapes, these may be the world’s most delicious honeyberries. Hmm!”
The Advertising Standards Authority (ASA) ruled that the claim implied “a favorable comparison between the nutritional content of the product and the fruit listed.”
It states: […] micronutrients” and “more antioxidants than blueberries, potassium than bananas, and more vitamin C than oranges” are nutrition claims not allowed in alcoholic beverages and the advertisement is in violation of the Code concluded. “
Eden Mill Distillery said the ad was posted only once and then removed. It acknowledged the due diligence oversight because it was “thrilled by the opportunity to work with Gordon Ramsay” and assured that it would not happen again.
In another case, the ASA questioned whether June’s Smokehead Whiskey Instagram post was irresponsible. Because they associated alcohol with driving and other activities and places where it was not safe to drink.
AsIt featured an image of a partially filled bottle of whiskey alongside a woman in work overalls in front of a car with an open hood.
The text reads, “Working hard or working very little? Brilliant snap, keep em coming,” accompanied by a skull and fire emoji.
The ASA determined that the advertisement implied that the woman was a mechanic and worked in the garage. This is in view of the fact that the mechanic operates the machinery while the car is stationary and may have to drive the car to operate the car during the work. Moreover.
“While I acknowledged that the mechanic was not seen drinking from the bottle in this post, I did notice that the whiskey bottle was partially full. I thought it gave the impression that I was drinking “at work.”
“I thought that the expression ‘hardly working’ would also enhance that impression.”
Finally, the Scottish liqueur brand came under fire for “hypocribing alcohol to overcome problems and have therapeutic benefits” in a June 10 ad.
AsA Facebook post on the Stag’s Breath Liqueur page states: Happy Friday everyone! #whiskyscotland #funnyfriday #wskyjokes” [sic] It has a smiling emoji.
Beneath it contained text equating using plasters as a child with drinking alcohol as an adult.
The ASA found that consumers interpreted the advertisements to mean that children needed only bandages to “fix” mistakes and minor injuries, while alcohol could be used instead in adulthood. .
He admitted that people who saw the post would find it lighthearted and humorous for a work weekend, but found it suggested drinking alcohol as a solution to a problem. .
Watchdog bans the complained form of advertising and asks Meekles of Scotland to ensure future ads do not suggest that alcohol “helps overcome life’s problems and has therapeutic effects” I told you.
