Alcopop adverts banned from TV
Your support helps us to tell the story
From reproductive rights to climate change to Big Tech, The Independent is on the ground when the story is developing. Whether it's investigating the financials of Elon Musk's pro-Trump PAC or producing our latest documentary, 'The A Word', which shines a light on the American women fighting for reproductive rights, we know how important it is to parse out the facts from the messaging.
At such a critical moment in US history, we need reporters on the ground. Your donation allows us to keep sending journalists to speak to both sides of the story.
The Independent is trusted by Americans across the entire political spectrum. And unlike many other quality news outlets, we choose not to lock Americans out of our reporting and analysis with paywalls. We believe quality journalism should be available to everyone, paid for by those who can afford it.
Your support makes all the difference.Two alcopop advertisements have been banned after falling foul of rules designed to protect under-18s.
The Advertising Standards Authority (ASA) said the Smirnoff Ice and WKD commercials were likely to have a strong appeal to minors, and it ordered the companies behind both vodka mix drinks not to broadcast the adverts again.
They are the first TV ads to be banned as a result of tightened rules for advertising alcohol which came into force on 1 January last year to address concerns over young people's drinking behaviour. They state that alcohol brands must not draw on youth culture in a way likely to "appeal strongly" to under-18s. The ASA said two WKD commercials which used the catchline "Have you got a WKD side?" breached the rules because they relied on "juvenile" humour likely to appeal to under-age drinkers. The Smirnoff Ice commercials featuring characters called Uri and Gorb also breached the rules because the "characters were likely to become cult figures with strong appeal to under-18s".
It banned the Smirnoff Ice-maker Diageo from using commercials featuring Uri or Gorb.
Big Communications, the agency behind the WKD campaign, said the humour used in both adverts was designed for adults.
Diageo said it disagreed with the ASA's decision about its Smirnoff Ice commercials and was seeking an independent review.
The company's marketing director, Philip Almond, said: "We are exceptionally surprised and disappointed by the ruling.
"We applied the highest levels of rigour and attention to detail during the development of the campaign, ensuring unequivocal adult appeal.''
Earlier this year, two Young's Bitter posters which used the phrase "This is a Ram's World" became the first print advertisements to fall foul of the new industry rules.
After an investigation, the ASA said that the Young's ads linked alcohol with sexual success.
Subscribe to Independent Premium to bookmark this article
Want to bookmark your favourite articles and stories to read or reference later? Start your Independent Premium subscription today.
Join our commenting forum
Join thought-provoking conversations, follow other Independent readers and see their replies
Comments