Why Did Strongbow and Jägermeister Pull Their Ads?

The Advertising Standards Authority (ASA) has upheld complaints against two prominent alcohol brands, Strongbow and Jägermeister, leading to the withdrawal of specific social media advertisements. The ASA determined that the ads irresponsibly suggested alcohol was essential for social success and personal relationships, prompting both brands to remove the contested content.

Last updated: 10 October 2023 (BST)

Key Takeaways

• The ASA ruled against Strongbow and Jägermeister ads for promoting irresponsible alcohol consumption.
• Strongbow’s ad featured a comedic sketch that implied alcohol is more important than personal responsibilities.
• Jägermeister ads suggested alcohol is key to social success, leading to their removal.
• Both brands accepted the ASA's findings and have withdrawn the offending advertisements.
• The decisions highlight the regulatory scrutiny surrounding alcohol advertising in the UK.

The ASA's Rulings Explained

The ASA's rulings against Strongbow and Jägermeister stem from complaints that both brands presented their alcoholic products in a way that could mislead consumers about the role of alcohol in social situations. The regulatory body emphasises protecting public health and ensuring that advertisements do not encourage irresponsible drinking behaviour.

Strongbow's Controversial Advert

The Strongbow advert in question was a sponsored Instagram post featuring comedian Al Nash. This post depicted Nash in a parody scene reminiscent of a moment from the Spider-Man films, where he faces an internal conflict between attending a barbecue and writing his wedding vows. A talking can of Strongbow Strawberry Cider, intended to add comedic effect, pressures him to abandon his responsibilities.

The ASA's assessment recognised that the sketch was comedic but noted that it inadvertently suggested alcohol took precedence over significant life events and personal relationships. The ruling stated that the ad portrayed alcohol as "indispensable" and could lead viewers to believe that consuming it should take priority in life.

Jägermeister’s Advertising Missteps

In a separate ruling, two Jägermeister ads were found to imply that alcohol consumption is integral to social success. The ASA noted that one advert featured the tagline "Manifesting the best nights of your life," with a bottle of Jägermeister Manifest held in cupped hands, while another depicted a bottle on a silver platter with the caption "Jägermeister, serving the best night of your life."

The ASA concluded that these messages could mislead consumers into believing that alcohol is a necessary element for enjoying social gatherings, deeming the ads irresponsible and in violation of advertising standards.

Industry Reactions

Heineken UK Ltd, the parent company for Strongbow, accepted the ASA's findings and promptly withdrew the controversial post. They articulated that the intent of the ad was to entertain rather than to promote the idea that alcohol consumption is essential. Nash also defended the sketch, asserting that its purpose was comedic and did not suggest alcohol was more important than personal commitments.

Similarly, Mast-Jägermeister UK Ltd acknowledged the ASA's assessment regarding their advertisements. They clarified that the use of "manifesting" in their marketing was connected to the product name, but they accepted the ruling and removed the ads in question.

What This Means for Alcohol Advertising in the UK

The ASA's decisions highlight an ongoing concern regarding the portrayal of alcohol in advertising, particularly in a landscape where public health is increasingly prioritised. The rulings serve as a reminder to brands that they must tread carefully when marketing alcoholic beverages, ensuring that they do not inadvertently endorse excessive consumption or suggest that alcohol is necessary for social fulfilment.

Regulatory Landscape and Future Implications

With these rulings, the ASA reiterates its commitment to scrutinising advertisements for alcoholic beverages. Companies must adhere to strict guidelines that prevent them from implying that alcohol consumption is central to social success or essential for personal happiness. This could lead to more cautious marketing strategies within the industry as brands aim to align with regulatory expectations and maintain their reputations.

Conclusion

The recent actions taken by the ASA against Strongbow and Jägermeister underline the importance of responsible advertising in the alcohol sector. As public awareness of health-related issues continues to grow, brands must adapt their marketing approaches to reflect a commitment to social responsibility. The ongoing dialogue between regulators and advertisers will likely shape future advertising standards, impacting how alcoholic beverages are marketed in the UK.

As the conversation around responsible drinking and advertising continues, how can brands strike a balance between engaging marketing and social responsibility? #AlcoholAdvertising #ASARulings #ResponsibleDrinking

FAQs

What was the reason for the ASA's ruling against Strongbow's advert?

The ASA found that Strongbow's advert implied that alcohol was more important than personal responsibilities and significant life events, which was deemed irresponsible.

Why were Jägermeister's adverts banned?

The ASA ruled that Jägermeister's adverts suggested that alcohol was essential for social success, violating advertising standards aimed at promoting responsible drinking.

What did Heineken UK say about the ASA's ruling?

Heineken UK accepted the ASA's findings and agreed to remove the controversial Strongbow advert, stating it was intended purely for entertainment.

How did Jägermeister respond to the ASA's ruling?

Mast-Jägermeister UK Ltd acknowledged the ASA's assessment and agreed to withdraw the ads, clarifying their intent in using the term "manifesting."

What are the implications of these rulings for future alcohol advertising?

The rulings signal a stricter regulatory approach to alcohol advertising, encouraging brands to ensure their marketing does not imply that alcohol consumption is necessary for social success or essential in life.