The UK’s Advertising Standards Authority (ASA) is sending a stark message to major alcohol brands: it’s time to rethink social media marketing strategies. Recently, three prominent beverages were called out for crossing ethical lines in alcohol advertisements, igniting a debate on responsibility in digital advertising.
FourLoko’s Ad Sparks Outrage
A simple, yet provocative post—“SEND IT”—accompanied by a dramatic image of a man pouring an 8.4% ABV can of FourLoko into his mouth, has become a lightning rod in the conversation around responsible alcohol consumption. According to a recent ruling by the ASA (21 May 2025), this post epitomizes the fine line between engaging marketing and promoting irresponsible drinking.
Despite FourLoko’s defense that the drink complied with the Portman Group guidance by containing 3.7 units of alcohol, the ASA was unimpressed. They argued that the image and accompanying text suggested an **unsafe and rapid consumption style**, violating CAP Code rule 18.1, which mandates that alcohol marketing must be socially responsible.
VK’s Playful Post Backfires
Dry January Derailment
Global Brands Ltd found itself in hot water when it crafted a paid Instagram story promoting VK Blue. The post’s flippant remark, **“Doing Dry January? One won’t hurt, right?”** contradicts the principles behind this health initiative aimed at encouraging abstinence. The ASA ruled against the brand, asserting that such a line exerts **peer pressure** and undermines public health outreach.
Global Brands maintained that the ad intended to be light-hearted. However, the ASA stated this message was more about tempting consumers than promoting responsible behavior, further tarnishing the brand’s public image.
The Christmas Campaign Gone Awry
Bargain Booze’s Festive Faux Pas
Bestway Retail Ltd’s December 2024 campaign featuring Father Christmas took a whimsical turn but ended up crossing ethical boundaries. Despite targeting users aged 18 and over, the ASA ruled against the ad for appealing to a younger audience due to its childish themes and magical elements.
The ASA recognized that while **Santa Claus** is a beloved figure worldwide, the portrayal in this context was irresponsible. This incident underscores the necessity for brands to be vigilant regarding who might be viewing their advertisements, especially on platforms like Facebook and Instagram, which lack robust age-verification systems.
Navigating the Advertising Minefield
The swift sequence of rulings serves as a **serious wake-up call** for alcohol brands to refine their marketing messages. As they strive for engagement in a competitive landscape, they must balance creativity with ethical responsibility. The fine line between an enticing campaign and an irresponsible message has never been more delicate.
As the ASA continues to monitor these activities, alcohol brands must enhance their diligence in crafting campaigns that resonate positively without compromising **public health**. The future of alcohol advertising lies in promoting enjoyment responsibly, respecting the audience, and avoiding the pitfalls that come with reckless messaging.
The Drinks Business has reached out to Phusion Projects LLC, Global Brands Ltd, and Bestway Retail Ltd for further comments.
