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irresponsible WKD alcohol Facebook ads banned

2 April 2014

Youth Alcohol Advertising Council complaint upheld

The ASA has upheld a complaint by the Youth Alcohol Advertising Council. 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.

The ASA agreed with YAAC that ads on Beverage Brands Facebook page for WKD – which featured images of the WKD drink, checklists for a social occasion featuring the beverage and text defining that WKD is about ‘getting together with the best people and enjoying yourself’ – should be banned.

Once again we see that it is vital to monitor your social media presence, a medium heavily used by young people. Even though no alcohol was seen to be consumed and the message was in the text which Beverage Brands offered to amend, the complaint was upheld. This focuses once again on the importance of reviewing your ad in light of the ASA advertising rules for alcohol (which are amongst the strictest in the world). It is prohibited for promotions to suggest that alcohol can enhance confidence as a key component of social occasions.

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