Note: This advice is given by the CAP Executive about non-broadcast advertising. It does not constitute legal advice. It does not bind CAP, CAP advisory panels or the Advertising Standards Authority.
Encouraging “laddish” or “laddette” behaviour is likely to be frowned upon by the ASA. Depicting a girls’ night out or a guy being a bit of a rogue is not in itself a problem but puerile, anti-social, aggressive or irreverent behaviour is likely to be unacceptable for two reasons: firstly, depicting conduct or actions that could be construed as drunken is likely to be unacceptable for encouraging excessive consumption and, secondly, condoning such behaviour might appeal to the young or daring.
Rules to consider are 18.1, 18.4, 18.14, 18.15 and 18.16. The first rule states “Care should be taken not to exploit the young, the immature or those who are mentally or socially vulnerable”; the next rule relates to linking alcohol with unruly, irresponsible or anti-social behaviour and the final three rules relate to marketing communications featuring or appealing to under-18s.
Ads that show scenarios in which a person’s comment or behaviour is mischievous but no more than playful might be acceptable. If the motive is for sexual gratification, peer respect, to undermine authority and the like, the ads are likely to be unacceptable. Marketing communications that condone, encourage or otherwise foster an attitude of acceptance to laddish behaviour, for example showing the removal of street signs or the repositioning of traffic cones or alluding to sexually predatory behaviour, are, at best, questionable.
In 2004, the ASA upheld a complaint about a poster that showed a middle-aged man sitting on a photocopier with his trousers round his ankles. The ASA considered that the ad irresponsibly condoned immature behaviour (Beverage Brands (UK) Ltd, 9 June 2004).
See also entry on Alcohol and the Young.
Last modified : 26 July 2010