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.
Marketers must avoid linking, explicitly or otherwise, alcohol and violence. As well as breaking the Alcohol section of the Code, it is likely that such marketing communications also break the more general Code rules, such as 1.3 and 4.4.
In 2002, the ASA received a complaint about posters that showed a man’s naked shoulder and upper back. On his shoulder were what seemed to be four red scratches that formed the shape of a square. The ASA considered that most people would infer that the scratches were a result of violence and that it was irresponsible to link an alcoholic product with violence (Halewood International Ltd, 22 May 2002). In 2003, the ASA rejected a complaint about a Bacardi Rum ad that featured Vinnie Jones in a pose similar to one he adopted in a gangster film. The complaint was that the poster linked alcohol with aggression and violence (Bacardi-Martini Ltd, 26 March 2003). Although the complaint was not upheld, Vinnie Jones’ subsequent and well publicised drunken behaviour would make him an unwise choice for future alcohol ads. Marketers should be wary of using that adjudication as a guide to the acceptability of sporting or other celebrities in alcohol ads.
The ASA has upheld complaints against the portrayal of firearms in alcohol advertising. In general CAP recommends that marketers who depict guns should do so only if the approach is relevant both for the product being advertised and the intended audience; that seems unlikely for alcohol brands. The ASA investigated and upheld complaints about ads for Ruddles bitter depicting a doubled-barrelled shotgun with the slogans “Excuse me, I believe that’s my seat” and “May I suggest you get the Ruddles in?” on the grounds that that the gun, pointing at the reader, could be seen as threatening and likely to cause serious or widespread offence. Although the complaint was not investigated under the Alcohol Rules of the Code, marketers of alcoholic drinks should take special care.
See also 'Alcohol General'; 'Social Responsibility'; 'Sexual Violence'; 'Violence and Anti-Social Behaviour' and 'Alcohol:Use of Celebrities'.
Last modified : 26 July 2010