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A vodka advertisement featuring a former Love Island contestant has been removed from TikTok for allegedly targeting individuals under the age of 18. Lucinda Strafford appeared in the ad, where she is seen restocking a large vending machine with cans of Au Vodka before taking a sip and expressing her enjoyment of the beverage. The Advertising Standards Authority (ASA) launched an investigation into a complaint about the ad, claiming it was inappropriate for a younger audience.
According to UK advertising regulations, advertisements for alcoholic beverages should not be aimed at individuals under the age of 18, and no media should be utilized if more than 25% of the audience is under the legal drinking age. Additionally, individuals depicted in ads for alcoholic drinks must not be, or appear to be, under 25 years old. Despite Au Vodka’s assertion that the ad was intended for a general adult audience without themes catered to minors, the ASA found that the company had violated these guidelines.
The ASA scrutinized the demographic data associated with Strafford’s TikTok followers to determine their age range, as the minimum age requirement to create an account on the platform is 13. However, the data provided did not include information on followers aged between 13 and 17, making it impossible to ascertain the percentage of individuals under 18 following her account. This lack of specific targeting tools and demographic data led to the conclusion that insufficient care had been taken to guarantee the ad was not directed at minors.
Furthermore, the ASA examined complaints regarding two additional Au Vodka ads on Facebook, which featured influencers promoting the brand. One ad showcased Kai Cenat, a 23-year-old individual, enjoying Au Vodka, while another ad included a 24-year-old woman endorsing the product. Au Vodka acknowledged that the latter ad violated advertising regulations and committed to implementing stricter verification processes in the future. The ASA instructed Au Vodka Ltd to ensure that their future advertisements were appropriately targeted and did not feature individuals who were under 25 years of age
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