Tia Maria YouTube ad escapes ASA ruling
Illva Saronno S.P.A, the drinks company behind Tia Maria, has escaped a ruling from the Advertising Standards Authority over a YouTube ad that appeared before an Adele music video.
The ad, which showed a drink being prepared with a shot of the bottle and finished drink, received a complaint from a viewer who felt the placement was irresponsible because she believed that a significant number of the audience for the music video were likely to be under 18 years of age.
Illva Saronno S.P.A said that YouTube targeted all alcohol campaigns at those over 18 years of age and additionally only served alcohol ads to those who were logged in. It added that the only chance a minor could see the ad would be if they were with an adult who had signed in as being over 18 or had the password details for such an account.
In a statement to the ASA YouTube said it did not consider that the video before which the ad appeared was particularly likely to appeal to children, and therefore considered that its serving restrictions had worked as intended.
The ASA said that it considered that the advertisers had taken reasonable steps to prevent those who were under 18 from viewing the ad and concluded that it did not breach the Code.