ASA rules against Belvedere vodka ad

24 December, 2014

A press ad for Belvedere vodka has fallen foul of advertising regulations.

The Advertising Standards Authority ruled that the poster breached its code on irresponsibility because it showed that alcohol was a key component of a night out.

The ad showed a group of friends who were at a party or a bar, with one woman lying across the knees of other people sitting on a sofa.

The ASA said the characters “appeared to be posing for a group photo and in high spirits”.

The strapline was: “There’s a night out, and there’s a night out.”

The ASA said in its judgment: “We considered the juxtaposition of the strapline, the image of the vodka bottle and the image of the group of people suggested that alcohol was the major element of the apparent success of the featured party.”

“We, therefore, considered the ad implied that alcohol was a key component of a social event and concluded that the ad breached the code.”




Bookmark this


Site Search

COMMENT

The shops that stand out from the madding crowd

The judges met last week to sort out the winners in the independent categories of our 2018 Drinks Retailing Awards. The results are top secret until the awards dinner on February 6 but it’s giving nothing away to report that the overall standard of those that will be revealed in the shortlist of finalists in the January issue of DRN is higher than it’s ever been.

Click for more »
Upcoming events

Polls

Is blended Scotch overshadowed by single malt in retailers?

  • Yes
  • No
  • Don't know

Twitter