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Sobering experience for retailer as ASA bans ad

19 February 2014

Today the ASA considered whether a promotion which showed a hip flask with the words “F**K  MY Liver” was irresponsible. The promoter (Urban Outfitters) may have felt secure using “street language” having last year convinced the ASA that “SORT YOU SH!T OUT FOR 2013 WITH NEW AWESOME EVERYTHING” was (considering their 18-25 year old demographic) unlikely to seriously offend those who had signed up to the Urban Outfitters website.

This year the problem was not so much the language as the intent – perhaps the demographic was influential in their decision that such an ad was and is likely to encourage excessive drinking and so should not appear again.

It’s not just what you say - but how you say it and who you say it to.

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