Alcohol Ads on a Bender?

Recently we have seen the ASA issue multiple rulings on alcohol advertisements which depict the importance of alcohol at social events. We have discussed two below:

From Cheers to Jeers: ASA Calls Time on Irresponsible Ads

What was complained about? A video sketch post on a comedian's Instagram for cider in which the comedian calls a friend, saying he cannot make a barbeque as he needs to write his wedding vows. A talking can of cider then appears and persuades the comedian to go to the barbeque instead, where he proceeds to drink the can of cider. The ad draws on a scene from a well-known film, with the cider saying “what could possibly compare to cracking me open?”. The complainant challenged whether the ad implied that alcohol might be indispensable or take priority in life (Rule 18.6, CAP Code).

What was the ruling? Upheld. The advertiser stated that the ad was intended to be humorous and overdramatic, not making a literal claim about alcohol consumption. The ASA acknowledged that viewers would see the ad as humorous and fictional but noted that that the comedian succumbed to the pressure to attend the barbeque and drink. The ad idealised the consumption of alcohol at events and downplayed the importance of vow writing, a significant life event, compared to drinking alcohol.

What are the ramifications? The ruling highlights that even if the ad is trivial and humorous, advertisers should not present alcohol as a solution to a problem, or as taking importance over other serious matters. There are many other situations which advertisers of alcohol need to avoid presenting, including implying that alcohol can help overcome problems; has therapeutic qualities; can enhance confidence or popularity; or even be the reason for a successful social event. Clearly, it will be hard to keep ads light-hearted and comply with all of these - however, given the ASA takes even talking cider can's seriously, so it's something that must be borne in mind.  

High Spirits, Higher Standards

What was complained about? Two paid-for Facebook ads featured a bottle of alcohol, one being unveiled ceremonially and the other positioned above cupped hands and stars around it. The caption included the following phrases: “Manifesting the best nights of your life.” and “… serving the best night of your life.” The complainant challenged whether the ads were irresponsible and implied that alcohol was a key component of the success of a social event.

What was the ruling? Upheld. The ASA found that the advert's message that drinking would enable consumers to have the “best night of their lives” meant the core premise of the ads was that alcohol was required to have a great time at a social event or at least a significant factor in the success of social events. The imagery of the ads was a deciding factor too, it suggested that the product was valuable, to be worshiped, and could be viewed as having a transformative role.

What are the ramifications? This ruling highlights that advertisements for alcoholic products must stay away from suggestive messaging, particularly that alcohol is a necessity or key factor in the success of social events. Brands must be cautious with imagery and language that could imply alcohol is essential for fun or social acceptance. Therefore, campaigns focused around nightlife are clearly difficult to get right and advertisers could instead shift their focus away from appealing to the emotional sensibilities of consumers and more towards, for instance, the products quality and/or heritage.