The Advertising Standards Authority has criticised Southern Comfort after upholding a complaint that it had utilised an influencer who was under the age of 25, highlighting the perils of navigating the space for alcohol brands.
At issue was an Instagram post made by Francesca Perks which promoted the brands ‘Shark Bite’ drink after Perks admitted to being just 22 years old at the time the post was made, prompting it to be removed.
In a statement the ASA wrote: “While we welcomed Southern Comfort’s and Ms Perks’ actions to remove the ad once we had contacted them, we were concerned that the advertiser had chosen to work with someone who was under 25 years old. Given we understood that Ms Perks was 22 years old when ad (a) was posted, we concluded ad (a) breached the CAP Code on that basis.”
Southern Comfort’s discomfort follows a close shave for both Missguided and Bacardi which have this week escaped similar ad bans following complaints of ‘irresponsible’ marketing, with the former implying that alcohol consumption can enhance creativity and the latter implicitly referring to ‘irresponsible and immoderate drinking’.