Marketing communications featuring alcohol in the UK are very “WHISKY business”! Non-broadcast advertisements which feature alcohol are subject to the alcohol rules stipulated under Section 18 of the CAP Code. To reCAP Section 18 states that marketing communications:
This week Au Vodka made a repeat appearance on the ASA’s alcohol hitlist which includes the likes of BrewDog Plc, Zapp, Litty Liquor and Drake & Morgan. Au Vodka got into a “shaken not stirred” tryst with the ASA for linking alcohol with driving in an advert featuring Mcdonald’s seen in May 2023.
What was the Ad?
A user-generated Tweet was retweeted by Au Vodka’s Twitter feed. The Tweet stated “@McDonalds McCafe iced frozen drinks with @AuVodka” along with an image taken from the driver’s seat of two McDonald’s frozen slushies with two miniature inverted Au Vodka bottles sticking out resting on the console of a car. The Tweet included “*Drink Responsibly & don’t drink and drive*”.
The ASA challenged whether the ad was irresponsible in linking alcohol with driving.
What was Au’s response?
The ASA upheld the ruling against AU Vodka for the following reasons:
This ruling serves as a reminder to all companies to take care when featuring alcohol in any form of advertising.
As promotional bodyguards, PromoVeritas reviews marketing communications for the brands we work with to ensure that they adhere to the relevant regulations including the alcohol rules under the CAP Code. Please feel free to reach out if you would like any marketing communications to be reviewed!