ASA bans Facebook ads for Ellie Goulding’s alcohol brand.
Two adverts on singer Ellie Goulding’s Facebook page for Served Drinks, the 4% ABV alcohol brand she co-owns, have been banned because of claims that the drinks were low in calories and contained no sugar. In a statement the Advertising Standards Authority ruled that that ads should be banned because they contained nutritional claims that are not permitted for alcoholic drinks.
The first ad, posted in February, stated “If you’re like me, you love a drink but also enjoy an active lifestyle. My delicious alcoholic sparkling water is the best of both worlds,” and the second said “You guys know I love a drink, but I also really care about my well-being. Since I launched my alcoholic sparkling water there is no going back for me!”
A further email from the brand also read “Forget Dry January … Is dry January becoming a little dry? There’s no reason you can’t enjoy a drink without setting you back! Our drinks only have 57 calories, 0g sugar and are 4% ABV and are the perfect choice for a tipple without all the guilt.”
The ASA investigated 21 complaints about the advertising including that the calorific and sugar statements were nutritional claims that are not permitted for alcoholic drinks. They also referred to the general health claims made by Goulding regarding drinking alcohol as part of an active lifestyle and that the advert suggested that drinking alcohol might be indispensable and help overcome boredom.
In the ruling the ASA stated that ‘because the ads included nutrition claims that the product was low in calories and contained no sugar, which were not permitted nutrition claims for alcohol products, we concluded that they breached the Code’ and banned all three ads. They concluded that “We told Served Drinks not to make health claims, or non-permitted nutrition claims, about alcoholic drinks or imply that alcohol could overcome boredom in their advertising.”