Social media advertisements by Strongbow and Jägermeister have been prohibited by the 海角视频's advertising watchdog for implying that alcohol takes precedence in life and social situations.
Two Jägermeister advertisements on social media platforms and one Instagram sketch promoting a strawberry Strongbow can – manufactured by Heineken – have been barred by the Advertising Standards Authority (ASA), as reported by .
The decisions, which form part of broader work examining alcohol marketing, were identified through the ASA's artificial intelligence monitoring technology.
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The two Jägermeister advertisements, created for Facebook and Instagram, were highlighted for featuring the caption "the best night(s) of your life," which the regulator considered irresponsible.
Whilst Mast-Jägermeister, the producer of Jägermeister, contended their advertisements about "best nights" focused on consumers enjoying nightlife rather than alcohol consumption, the ASA determined the adverts violated the 海角视频's broadcasting regulations.
"Marketing communications must not imply that drinking alcohol is a key component of the success of a social event... [ads] must be prepared with a sense of responsibility to consumers and to society," the watchdog stated.
The firm has subsequently removed both advertisements and indicated they would be more conscious of the concerns highlighted following the investigation.
Peer-pressuring Strongbow can prohibited from Instagram
The Heineken advertisement, meanwhile, showcased comedian Al Nash in a sketch featuring an AI Strongbow character. The advertisement, which Heineken claimed was "intended to entertain rather than to make a literal claim about alcohol consumption", depicted a gentleman being coaxed by the conversing AI Strongbow tin to consume alcohol at a barbecue with his mates instead of penning his wedding vows.
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"It was a comedic device to externalise an exaggerated, internal monologue, rather than a serious suggestion that cider offered life guidance or emotional relief," Strongbow informed the ASA.
However, the regulator determined that the tin "undermined" Nash's character, applying peer pressure to encourage drinking and "downplayed the importance of a groom writing his vows for his wedding the following day compared to drinking alcohol at the barbecue".
The advertisement has been prohibited from appearing again in the form that prompted the complaint.
Clampdown on alcohol advertising
These two rulings come after several decisions earlier this year to prohibit alcohol advertisements that promote harmful drinking patterns.
A billboard advertising BrewDog's Wingman beer was removed in August for suggesting alcohol served as a solution for "boredom, loneliness or other problems".
In May, a FourLoko advertisement displaying an image of a gentleman dramatically emptying an 8.4 per cent ABV tin of the beverage into his open mouth was prohibited for encouraging reckless drinking behaviour. Global Brands, the company behind VK, faced a similar situation in April when a paid Instagram story – reading "Doing Dry January? One won't hurt, right?" – was deemed irresponsible considering the public health context of the month.
Collectively, these rulings suggest a broader clampdown by the watchdog on advertisements perceived as detrimental to public health.