Ellie Goulding’s alcohol brand banned from advertising on Facebook

Adverts for an liquor brand name on Ellie Goulding’s Facebook website page have been banned right after the singer claimed the consume is low in calories and incorporates no sugar.

The pop star, who is a founder and co-proprietor of Served Drinks, posted two ads for the alcoholic sparkling drinking water on her Facebook page in February, the first one particular stating: “If you are like me, you appreciate a consume but also delight in an active way of life. My delicious alcoholic glowing h2o is the ideal of equally worlds.”

The next read: “You fellas know I really like a consume, but I also actually treatment about my very well-being. Given that I launched my alcoholic sparkling water there is no going again for me!”

A movie of Goulding showed her saying: “I really like a drink, as I speak about a ton on my social media, but I also treatment about my health … That’s why I want to explain to you about my new drink Served. So, my new consume Served is a really hard seltzer, it has 57 calories…”

Further more textual content in the posts said: “57 cals … 4 per cent vol.”

A independent electronic mail from Served Drinks, noticed on 18 January, examine: “Forget Dry January … Is dry January becoming a tiny dry? There is no rationale you simply cannot appreciate a consume without having placing you back again! Our drinks only have 57 calories, 0g sugar and are four for each cent ABV and are the fantastic choice for a tipple devoid of all the guilt.”

The Promotion Benchmarks Authority (ASA) gained 21 issues about the brand’s advertising and marketing, which includes that the calorie and sugar articles statements have been nutritional claims that are not permitted for alcoholic beverages, and that Goulding’s statements that she loves a consume even though also experiencing an lively way of living and caring about her wellbeing are common well being promises that are also not permitted for alcoholic drinks.

Some complained that the email advert recommended that drinking alcohol may well be indispensable and could overcome boredom by encouraging men and women to split Dry January.

Served Beverages claimed it comprehended that advertisers are permitted to supply factual facts about the dietary content of their items, such as the calorific content, supplied there is no suggestion that the consume has the certain helpful home of being lower in calories.

Tale continues

They reported the posts on Goulding’s Facebook web site had been meant to explain her life style and what is crucial to her and could not moderately be interpreted as being about the products itself, and ended up therefore not standard wellness statements.

The ASA mentioned: “Because the advertisements involved nutrition claims that the product was lower in calories and contained no sugar, which ended up not permitted nutrition statements for alcohol goods, we concluded that they breached the Code.”

It dominated that the three advertisements will have to not surface yet again in their latest type, incorporating: “We informed Served Beverages not to make overall health claims, or non-permitted nutrition statements, about alcoholic beverages or indicate that alcoholic beverages could prevail over boredom in their marketing.”

Served Beverages explained: “We are fully commited to dependable marketing, and we operate carefully with organisations this sort of as CAP (the Committee of Marketing Practice) in the growth of campaign elements.

“While we are let down that the issues had been upheld in part, we respect the ASA’s ruling. All adverts had been taken off immediately and will not feature once more.”