A TV ad for perry brand Lambrini, which showed a group of women laughing, taking pictures, dancing and pouring the drink, has been banned after viewers complained that it implied the success of a social occasion depended on the consumption of alcohol.
Two viewers lodged the complaint, and a further viewer challenged whether the ad portrayed alcohol as capable of changing mood and behaviour by enhancing enjoyment.
Halewood International, which owns the Lambrini brand, defended the ad and said it showed a group of friends enjoying a night in and that the bottles of Lambrini only featured briefly in the ad and were not depicted as a central part of the enjoyment.
The drinks company added that the ad made it clear that all the women knew each other and were at ease in each others' company.
The ASA disagreed and in its ruling said that it considered the slogan "Big Night In" and the repeated inclusion of Lambrini in the ad as giving the impression that the alcohol was a key component of the success of the party.
It concluded that the ad was irresponsible and ruled that it must not be broadcast in its current form.
Lorna Tweed, brand manager for Lambrini at Halewood International, commented: “Naturally we are disappointed with the ASA’s ruling As a company, we work hard to ensure that responsible drinking is promoted across all of our brands.
“As well as working within the spirit of the code at all times we have worked hard to create innovative solutions to promote responsible drinking to a wider audience. Lambrini recently launched its free ‘Bodyguard App’ to help people remain safe and drink responsibly during nights out which was well received by consumers and the industry.
“Halewood International will work with Clearcast to amend the messaging in line with the ASAs ruling ahead of the ad being re-aired.”