Daily Archives: 19/09/2014

Jagermeister TV ad banned for linking alcohol with tough daring behaviour

Thanks to Alcohol Policy UK for their continued highlighting of news stories, media and policy in their newsletters.

The ASA recently ruled to ban a TV advert for Jagermeister  for linking alcohol with tough, daring behaviour (surfing in icy waters) with the following comments:

The Youth Alcohol Advertising Council challenged whether the ad was irresponsible, because it:

1. linked alcohol with tough, daring behaviour;

2. encouraged irresponsible and immoderate drinking; and

3. implied that alcohol was key to the social success of the occasion.

You can see the full ASA adjudication here

This is important because other research published in Alcohol: Clinical and Experimental Research found that underage drinkers are three times more likely to drink alcohol brands that advertise on television programs they watch compared to other alcohol brands, providing, the researchers claim, new and compelling evidence of a strong association between alcohol advertising and youth drinking behaviour.

2 days to go