Background
Summary of Council decision:
Three issues were investigated, all were Not upheld.
Ad description
A YouTube video ad for the Sourz alcoholic drink seen on 28 January 2016. The ad opened with on-screen text against a multi-coloured background which stated “Sourz presents #worldofcolour … The world is full of colour you just have to go find it”. The ad featured various vibrant scenes which included clips of a fairground ride, robotic toys and a clown. The ad showed people participating in activities such as dancing, tubing and skateboarding. A man was shown falling backwards into a swimming pool. The penultimate scene also featured a man jumping on to an inflatable and into a swimming pool. On-screen text at the end of the ad stated “This is our moment this is our shot” above an image of seven varieties of the Sourz drink.
Issue
Alcohol Concern challenge whether the ad was socially irresponsible by:
1. Linking alcohol with dangerous, brave or daring behaviour.
2. Being likely to appeal to people under 18 years of age by reflecting youth culture.
3. Showing people under 25 years of age playing a significant role.
Response
1., 2. & 3. Maxxium UK Ltd stated that the video was designed to highlight varied and colourful scenes from around the world. They explained that at no point during the video is alcohol shown being consumed or linked with any of the activities being shown. They said that the activities were undertaken and enjoyed by adults of all ages and they did not believe that showing these activities would make under-18s more likely to consume Sourz. They said that they had submitted the ad to the CAP Copy Advice team, whose view was that the ad was unlikely to breach the CAP Code.
YouTube stated that the video was reviewed and it does not violate their Community Guidelines or Advertising Policies.
Assessment
1. Not upheld
The ASA noted that the ad featured shots of a man falling backwards into a pool, of someone on a waterslide and of another man jumping onto an inflatable in a swimming pool. We considered that these activities, as they were shown in the ad, would be regarded by viewers as being playful, rather than brave or daring behaviour. We noted that the ad did not show any of the participants consuming alcohol and did not consider that viewers would infer that these acts were carried out as a result of drinking. We concluded that the ad did not link alcohol with dangerous, brave or daring behaviour.
On this point we investigated the ad under CAP Code (Edition 12) rules 1.3 1.3 Marketing communications must be prepared with a sense of responsibility to consumers and to society. (Social responsibility), 18.1 18.1 Marketing communications must be socially responsible and must contain nothing that is likely to lead people to adopt styles of drinking that are unwise. For example, they should not encourage excessive drinking. Care should be taken not to exploit the young, the immature or those who are mentally or socially vulnerable. and 18.4 18.4 Drinking alcohol must not be portrayed as a challenge. Marketing communications must neither show, imply, encourage or refer to aggression or unruly, irresponsible or anti-social behaviour nor link alcohol with brave, tough or daring people or behaviour. (Alcohol) but did not find it in breach.
2. Not upheld
The ASA noted that there were brief shots featuring toys, a clown and a fairground and considered that these things may, in themselves have appeal to under-18s. However, we considered that they were shown in the wider context of an ad that included scenes in locations such as Los Angeles and Tokyo. The sights and activities shown would be experienced and enjoyed in those particular settings by people of all ages. We considered that the use of vibrant imagery was relevant to the “world of colour” theme featured throughout the ad. We concluded that the ad was not likely to appeal particularly to people under 18 by reflecting or being associated with youth culture.
On this point we investigated the ad under CAP Code (Edition 12) rules 1.3 1.3 Marketing communications must be prepared with a sense of responsibility to consumers and to society. (Social responsibility), 18.1 18.1 Marketing communications must be socially responsible and must contain nothing that is likely to lead people to adopt styles of drinking that are unwise. For example, they should not encourage excessive drinking. Care should be taken not to exploit the young, the immature or those who are mentally or socially vulnerable. and 18.14 18.14 Marketing communications must not be likely to appeal particularly to people under 18, especially by reflecting or being associated with youth culture. They should not feature or portray real or fictitious characters who are likely to appeal particularly to people under 18 in a way that might encourage the young to drink. People shown drinking or playing a significant role (see rule 18.16 18.16 People shown drinking or playing a significant role must neither be nor seem to be under 25. People under 25 may be shown in marketing communications, for example, in the context of family celebrations, but must be obviously not drinking. should not be shown behaving in an adolescent or juvenile manner. (Alcohol) but did not find it in breach.
3. Not upheld
The ASA noted that the advertiser did not provide any evidence to show that the individuals featured in the ad were above the age of 25 but that they said that they were all adults. While viewers might have felt that certain individuals featured appear to be under the age of 25 we did not consider that any particular individual within the ad, which featured a series of quick shots themed around a “world of colour” rather than any particular action, played a significant role. We therefore concluded that the ad did not show people under 25 playing a significant role.
On this point we investigated the ad under CAP Code (Edition 12) rules 1.3 1.3 Marketing communications must be prepared with a sense of responsibility to consumers and to society. (Social responsibility) and 18.16 18.16 People shown drinking or playing a significant role must neither be nor seem to be under 25. People under 25 may be shown in marketing communications, for example, in the context of family celebrations, but must be obviously not drinking. (Alcohol) but did not find it in breach.
Action
No further action necessary.
