New Zealand Law Society - Alcohol ad ‘promoted excessive consumption’

Alcohol ad ‘promoted excessive consumption’

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An online ad was pulled following complaints that it promoted heavy drinking.

The Advertising Standards Authority (ASA) says a West Liquor Facebook advertisement showed a variety of spirit bottles with the words: “What a line up! What’s your craziest memory involving one of the below drinks?  Like our Facebook page and let us know your craziest memory in the comments below and you’ll be in the draw to win a $200 Prezzy card.”  

The feedback described experiences of binge drinking.  

Dr Nicki Jackson, the Chief Executive of Alcohol Healthwatch, was concerned the ad promoted excessive alcohol consumption by inviting comments regarding the craziest memories users had while drinking.  Another complainant was concerned that it could be seen by anyone regardless of age.  

Following an approach by the ASA the advertiser said the post had been removed and a review has been begun into practice and policy in relation to alcohol promotions.  

The ASA’s Complaints Board said the advertisement had not observed a high standard of social responsibility or adhered to the need for responsibility and moderation in alcohol consumption.