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.”




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