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| Strongbow and Jägermeister pull ads after watchdog probe | Strongbow and Jägermeister pull ads after watchdog probe |
| (about 3 hours later) | |
| Comedian Al Nash made the sponsored post about Strongbow cider | Comedian Al Nash made the sponsored post about Strongbow cider |
| Strongbow and Jägermeister have withdrawn social media ads after the advertising watchdog ruled against the way the brands presented their alcoholic drinks. | Strongbow and Jägermeister have withdrawn social media ads after the advertising watchdog ruled against the way the brands presented their alcoholic drinks. |
| The Advertising Standards Authority (ASA) said two Jägermeister adverts implied that alcohol was "a key component of social success", which it said was "irresponsible" and a breach of the broadcasting code. | The Advertising Standards Authority (ASA) said two Jägermeister adverts implied that alcohol was "a key component of social success", which it said was "irresponsible" and a breach of the broadcasting code. |
| It added a Strongbow ad should be banned on the grounds that it "implied that alcohol might be indispensable or take priority in life". | It added a Strongbow ad should be banned on the grounds that it "implied that alcohol might be indispensable or take priority in life". |
| Both brands accepted the ASA judgements, which were released on Wednesday. | Both brands accepted the ASA judgements, which were released on Wednesday. |
| The complaint in relation to Strongbow's advert to the ASA was in relation to a sponsored Instagram post by comedian Al Nash, which featured the brand's Strawberry cider. | The complaint in relation to Strongbow's advert to the ASA was in relation to a sponsored Instagram post by comedian Al Nash, which featured the brand's Strawberry cider. |
| The sketch appeared to be a parody of a scene in Spider Man where Norman Osborne, played by Willem Dafoe, is being taunted by his crazed alter ego, the Green Goblin. | The sketch appeared to be a parody of a scene in Spider Man where Norman Osborne, played by Willem Dafoe, is being taunted by his crazed alter ego, the Green Goblin. |
| Nash plays a character who skips a barbecue with his friends as he is trying to write his wedding vows. A talking can of Strongbow Strawberry Cider appears and goads him until he "succumb[s] to the pressure to attend the barbecue", the ASA said. | Nash plays a character who skips a barbecue with his friends as he is trying to write his wedding vows. A talking can of Strongbow Strawberry Cider appears and goads him until he "succumb[s] to the pressure to attend the barbecue", the ASA said. |
| In its ruling, the watchdog said it acknowledged that viewers would understand that the ad "parodied the common, internal conflict of choosing between social activities and personal responsibilities". | In its ruling, the watchdog said it acknowledged that viewers would understand that the ad "parodied the common, internal conflict of choosing between social activities and personal responsibilities". |
| But it said the ad "portrayed alcohol as being more important than personal relationships and a significant life event". | But it said the ad "portrayed alcohol as being more important than personal relationships and a significant life event". |
| This implied, the ASA added, that "alcohol was indispensable and took priority in life". | This implied, the ASA added, that "alcohol was indispensable and took priority in life". |
| 'Ad was meant to entertain' | 'Ad was meant to entertain' |
| Heineken UK Ltd, which owns Strongbow, agreed to remove the post and said the sketch was meant to entertain rather than make a literal claim about alcohol consumption. | Heineken UK Ltd, which owns Strongbow, agreed to remove the post and said the sketch was meant to entertain rather than make a literal claim about alcohol consumption. |
| Al Nash said in response to the complaint that the use of a talking can of cider was intended to parody a well-known scene from a Spider-Man film. | Al Nash said in response to the complaint that the use of a talking can of cider was intended to parody a well-known scene from a Spider-Man film. |
| He said he believed the ad did not suggest that alcohol was essential or more important than personal commitments. | He said he believed the ad did not suggest that alcohol was essential or more important than personal commitments. |
| In a separate judgement, the ASA said the two Jagermeister ads were banned on the grounds that they portrayed alcohol as essential to a having successful social event and were "irresponsible". | In a separate judgement, the ASA said the two Jagermeister ads were banned on the grounds that they portrayed alcohol as essential to a having successful social event and were "irresponsible". |
| One social media advert showed a pair of cupped hands holding a bottle of Jagermeister Manifest alongside the caption: "Manifesting the best nights of your life. Get your bottle of Jägermeister Manifest." | One social media advert showed a pair of cupped hands holding a bottle of Jagermeister Manifest alongside the caption: "Manifesting the best nights of your life. Get your bottle of Jägermeister Manifest." |
| The other advert featured a metal cloche being lifted to show a bottle of Jagermeister on a silver platter. The caption said: "Jägermeister, serving the best night of your life." | The other advert featured a metal cloche being lifted to show a bottle of Jagermeister on a silver platter. The caption said: "Jägermeister, serving the best night of your life." |
| The online ad for Jagermeister Manifest was banned | The online ad for Jagermeister Manifest was banned |
| The ASA said the advert depicting the bottle of Jagermeister on a silver platter "contributed to the impression it was the defining factor of a successful social event", breached the advertising code. | The ASA said the advert depicting the bottle of Jagermeister on a silver platter "contributed to the impression it was the defining factor of a successful social event", breached the advertising code. |
| In its response to the judgement, Mast-Jägermeister UK Ltd said that Jägermeister Manifest was a product name, and the use of the term "manifesting" was intrinsically linked to that name. | In its response to the judgement, Mast-Jägermeister UK Ltd said that Jägermeister Manifest was a product name, and the use of the term "manifesting" was intrinsically linked to that name. |
| It added that it accepted the ASA's assessment and had withdrawn both ads. | It added that it accepted the ASA's assessment and had withdrawn both ads. |
| The BBC has contacted Jagermeister and Heineken UK directly for comment. | The BBC has contacted Jagermeister and Heineken UK directly for comment. |
| The Jagermeister ads were not investigated as a result of complaints from the public, but rather were identified by AI software which allows the ASA to search for online ads that might break its rules. | |
| Last year, 28 million ads were screened by the software, which flags content which may be in breach of advertising standards. Flagged ads are then looked at by a human to see if an investigation is warranted. |