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.”




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Richard Hemming MW: beware inverse snobbery

Few things can bring communal pleasure so intimately as wine. Apart from a hot tub, perhaps. Sport can trigger mass jubilation, film gives us shared empathy, but wine has a nigh-unique ability to bestow conviviality among us through a shared bottle – which makes it especially galling that we spend so much time divided over it.

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