A Jack Daniel’s poster featuring large text which stated “Shorter days mean we can skip to the good part” has been banned by the ASA (Advertising Standards Association) for promoting irresponsible drinking.
The winter themed poster, which was displayed on the London Underground on 16 November, showed a group of friends sat around a table pouring Jack Daniel’s and mixer into one glass, while others were seen holding glasses of the drink.
The complainant argued that the poster was not responsible because it implied that alcohol should take priority in life while encouraging unwise behaviours like drinking earlier in the day.
In its defence, Jack Daniel’s flagged that the advert showed a social occasion among friends, and the drinks featured were not irresponsible or excessive.
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It also said the text “Remember the good parts. Please drink responsibly” was intended to inform consumers about the importance of responsible drinking.
However, the ASA maintained that the text “shorter days mean we can skip to the good part” implied that shorter days meant consumers could “skip” to the part of the day where it was socially acceptable to drink alcohol.
It also ruled that the fact the advert appeared to urge people to start drinking earlier could be considered as an encouragement to drink more than they usually would.
The ASA recently released a set of guidance which highlighted information about the marketing of non-alcoholic drinks, which it said often closely mirror the marketing of similar looking alcoholic beverages.
Scotland has considered banning alcohol advertising, while UK guidelines include measures aimed to tackle advertising alcohol to children.
