William Grant vindicated as watchdog dismisses Alcohol Concern complaint

21 January, 2015

William Grant has prevailed over Alcohol Concern after the charity reported it to the advertising watchdog over an ad that stated: “Without Warninks advocaat it just wouldn’t be Christmas.”

Alcohol Concern called the ad irresponsible, and complained that it implied that drinking alcohol was a key component of the success of a social event.

But William Grant successfully argued the claim was a light-hearted reference to the product’s long-standing association with Christmas.

It added that the product was not associated with binge drinking and that it had never encouraged excessive consumption during the many years it had used the strapline.

The Advertising Standards Authority ruled in favour of William Grant and said it could continue to use the ad with no action needed.

The ASA said: “We considered that consumers were unlikely to interpret the ad as implying that Christmas was a social event, the success of which would depend on drinking advocaat. We also considered that the ad was unlikely to be seen as irresponsible. For those reasons, we concluded that the ad had not breached the code.”




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