You are currently viewing the International Edition. You can also switch to the Hong Kong Edition.
Saturday 4 July 2015

ASA bans ‘irresponsible’ WKD Facebook ads

2nd April, 2014 by Lauren Eads

A series of Facebook adverts for vodka-based alcopop WKD have been banned by the Advertising Standards Authority (ASA) after they were deemed “irresponsible”.

wkdA complaint was lodged by the Youth Alcohol Advertising Council (YAAC) who alleged that the advertisements, which it said were likely to appeal to the under 18 market, implied that alcohol could enhance confidence, that alcohol was capable of changing mood and behaviour and was a key component of the success of a social event.

One of the ads featured a WKD 8 ball prediction stating, “you will refuse to do karaoke, at first”, before showing a bottle of WKD.

Laura Mackenzie, an expert in brands and advertising at law firm Browne Jacobson, said: “This is not the first time that the YAAC – a group that monitor alcohol advertising to ensure young people are protected from exposure – has achieved success against alcohol industry ads.

“Once again we see that it is vital to monitor your social media presence, a medium heavily used by young people; this decision highlights the importance of reviewing ads in light of the ASA advertising rules for alcohol which are amongst the strictest in the world.”

Beverage Brands UK, which owns WKD, said they intended to comply with all industry codes and had developed their own responsible drinking campaign as well as running regular responsibility training for staff and external agencies.

Responding to the allegations Beverage Brands UK told the ASA that its Facebook page was accessible only to those registered with Facebook with a date of birth that meant they were over 18.

The ASA said: “[Beverage Brands] said [the ad] was part of a series of ‘predictions’, which pointed out truisms such as that many people refuse to do karaoke until others had had a go. They said no reference was made to alcohol playing a part in that, or to alcohol being consumed, and that was not the intended meaning. Beverage Brands said the ad was a one-off however they were prepared to remove it from their Facebook timeline.”

While the ads did not actually show any alcohol being consumed, the ASA said the combination of bottles of WKD throughout the ads and its surrounding text suggested that alcohol could enhance confidence and was a “key component” to the success of a social occasion.

Ordering the removal of the ads the ASA stated: “We told Beverage Brands (UK) Ltd to ensure their future advertising did not imply alcohol could enhance confidence, was integral to the success of a social event, or was capable of changing mood or behaviour.”

Leave a Reply

Your email address will not be published. Required fields are marked *

You may use these HTML tags and attributes: <a href="" title=""> <abbr title=""> <acronym title=""> <b> <blockquote cite=""> <cite> <code> <del datetime=""> <em> <i> <q cite=""> <s> <strike> <strong>

If that's interesting, how about these?

Top 10 wines in the UK press

An "epic" Riesling, a "Grecian beauty" that "gobsmacks with opulent tropical more...

Is powder the future of food?

A powdered food brand has launched in the UK that aims to change the way people more...

Louis Latour Agencies signs Gosset

Louis Latour Agencies marked its 25th anniversary last night with the more...

Sales Executive - Wines & Spirits Competitions

London, United Kingdom

Competitive

BI offers 2014 imperial collection en primeur

Fine wine merchant Bordeaux Index is offering its clients a 10 imperial more...

WW1 Scotch to be auctioned

A bottle of Scotch whisky purportedly belonging to a soldier in the First World more...

UK customs seize 550,000 litres of alcohol

More than 550,000 litres of illegal beer, wine and spirits have been seized by more...

PR Senior Account Manager/Director

London, United Kingdom

Depending on experience

UK market in growth as price increases slow

The latest figures from the Wine and Spirit Trade Association show that more...

Oddbins woos Naked staff with love letters

Oddbins has allegedly been sending love letters and bottles of wine to key more...

Top wine students receive awards

Students taking degree courses in Wine Business and Wine Production at Plumpton more...

Digital and Communications Executive

£22,000-£26,000 dependent on experience

Hardys invests £4m in summer of cricket

Hardys has unveiled a new £4 million consumer marketing campaign to tie in more...

Nyetimber partners with Ben Ainslie Racing

English sparkling wine producer Nyetimber has signed a three-year partnership more...

UK reviewing alcohol intake guidelines

Health officials are to review the government's drinking guidelines, as more...

Wine Buyer

London, United Kingdom

Based on experience

US wine brand hopes to ape craft beer success

A wine brand from California is hoping to ape craft beer’s success in the UK more...

Champagne needs to 'create a new occasion'

Champagne needs to "create a new occasion" and better communicate its brand if more...

WOSA woos UK indies and on-trade

Wines of South Africa has announced plans for a new UK trade tasting later this more...

Global Wine Buyer

London, United Kingdom

Competitive

William Grant in World Cup deal

William Grant & Sons has been awarded exclusive spirits and champagne pouring more...

Lidl hints at plans for online wine shop

UK supermarket Lidl has not ruled out launching an online wine shop, reporting more...

Flavoured styles lead drinks NPD

A new report from Nielsen shows that flavoured variants are dominating more...

Business Development Executive

London, United Kingdom

£25-£30K + benefits, depending on experience

Wimbledon serves up English wine

Organisers of this year’s Wimbledon have decided to offer tennis fans English more...

Plumpton College principal awarded OBE

Mr Des Lambert, Principal of Plumpton College since 2003, has been awarded an more...