British chef Gordon Ramsay’s collaboration with Eden Mill Distillery resulted in advertising for Ramsay’s Gin that claimed the spirit contained “a range of micronutrients” and compared it favorably to fruit.
The ad, posted on Ramsay’s Gin’s Instagram and Facebook pages on March 20, featured an image of a bottle of the product with text that read: “Honeyberries from the botanical foundations of Ramsay’s Gin… the farmer continues a natural growth philosophy that means Honeyberries retain the rich flavors and micronutrients that come from Scotland’s wonderful terroir.
“With more antioxidants than blueberries, more potassium than bananas, more vitamin C than oranges and a flavor like a mix of blueberries, plums and grapes, these might just be the tastiest Honeyberries in the world!”
The Advertising Standards Authority (ASA) ruled that the claims involved a “favorable comparison between the nutrient content of the product and the listed fruit”.
He said: “While we welcomed the action Ramsay’s Gin had taken to withdraw the ads, because the claims” remain […] micronutrients” and contained “more antioxidants than blueberries, more potassium than bananas, more vitamin C than oranges” were nutritional claims that were not permitted for alcoholic beverages, we concluded that the ads violated the Code.”
Eden Mill Distillery said the ads had only been published once and were subsequently removed. He credited an oversight in due diligence to being “excited about the opportunity to work with Gordon Ramsay” and assured it would not happen again.
In another case, the ASA questioned whether an Instagram post for Smokehead Whiskey in June was irresponsible, because it linked alcohol to driving and an activity or place where drinking would be unsafe.
It featured an image of a partially full bottle of whiskey next to a woman dressed in overalls in front of a car with its hood open.
Text that says “Working hard or almost working? Brilliant snap, keep em’ coming” accompanied by a skull and fire emoji.
The ASA ruled that the ad implied the woman was a mechanic, working in a garage, given that while the car was stationary, a mechanic would be expected to operate machinery and potentially have to drive the car to maneuver – him while he was working. about him
He said: “While we acknowledged that the message did not show the mechanic drinking from the bottle, we noted that the whiskey bottle was partially full and as such we considered that it gave the impression that the mechanic had been drinking the whiskey while at work.
“We felt that the reference to ‘worth working’ also added to that impression.”
Finally, a brand of Scotch liquor was criticized for its June 10 ad that “implied that drinking alcohol could overcome problems and had therapeutic qualities.”
A Facebook post on the Stag’s Breath Liqueur page said: “Ha! Happy Friday everyone! #whiskyscotland #FunnyFriday #whskyjokes” [sic] accompanied by smiley face emojis.
Beneath that was text equipping using a chalk as a child to drinking alcohol as an adult.
The ASA found that consumers could interpret the ad to mean that while a child would only need a plaster to ‘fix’ a bug or minor injury, in adulthood alcohol could be used.
He acknowledged that those who saw the message would understand that it was supposed to be cheerful and humorous for the end of the work week, but alcohol consumption was found to be a solution to difficulties.
The watchdog banned the ad in its complaint form and told Scotland’s Meikles to ensure future advertising did not imply that alcohol “can help overcome life’s problems and has therapeutic qualities “.