An ad for a hip flask that appeared on the UrbanOutfitters website with the words “Drink like the rebel you are with this F**K My Liver printed hip flask” has been banned by the Advertising Standards Authority (ASA) on the grounds that it could promote excessive drinking.
Urban Outfitters said it was its intention to produce a funny and light-hearted ad to attract the attention of consumers that reflected the 'street style' attitude of its brand. The company said it did not encourage drinking and that it did not sell alcoholic beverages.
The retailer added that "Drink like the rebel you are" could be interpreted in a number of different ways and a rebel was a person who stood up for their own personal opinions despite what others thought. It added that to drink like a rebel was to drink as a person wished and that related to drinking a lot or a little.
However, the ASA said in its ruling: “The strong link with the product's purpose and the reference to ‘liver’ would be interpreted as a direct reference to alcohol consumption.
"We considered that the phrase ‘Fuck my liver’ was a message to actively disregard well-known advice about the negative effects of alcohol on the liver.”
The ASA added that Urban Outfitters must not use words or phrases which were irresponsible, encouraged excessive drinking or portrayed drinking alcohol as a challenge.