The Advertising Standards Authority (ASA) has banned a series of Facebook ads posted by Ellie Goulding-owned beverage firm Served Drinks, which were found to contain several inaccurate health claims.
The Hereford-born singer-songwriter, who is a founder and co-owner of the brand, has landed herself in hot water over two ads she posted on her Facebook page in February this year which included claims that Served Drinks’ seltzers were low-calorie and zero sugar.
The regulator has since confirmed that it received 21 complaints over the tone of the ads, arguing that advertisements for alcoholic products cannot contain nutritional claims, and that Goulding’s statements regarding the compatibility of regular alcohol consumption and a healthy lifestyle are also not permitted.
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“Because the ads included nutrition claims that the product was low in calories and contained no sugar, which were not permitted nutrition claims for alcohol products, we concluded that they breached the Code,” an ASA statement said.
“We told Served Drinks not to make health claims, or non-permitted nutrition claims, about alcoholic drinks or imply that alcohol could overcome boredom in their advertising.”
A spokesperson for Served Drinks added: “We are committed to responsible advertising, and we work closely with organisations such as CAP (the Committee of Advertising Practice) in the development of campaign materials.
“While we are disappointed that the complaints were upheld in part, we respect the ASA’s ruling. All ads were removed immediately and will not feature again.”
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