"Among these missions are "to get Chloe as drunk as possible"; "to have as many tequila shots as possible, and force Sammy to have as many tequila shots as possible"; and "not to throw up when Sophie makes me have as many tequila shots as possible." The panel found the video was in breach of the code, as it depicted behaviour that encouraged unhealthy or unsafe behaviour."
"The panel ruled that "excessive drinking is commonly acknowledged to be contrary to prevailing community standards" and that the ad "featured repeated references to getting as drunk as possible, consuming multiple tequila shots, and vomiting, which were considered to normalise excessive alcohol consumption." It noted the advertiser has a strong youth audience and brand appeal."
"It noted the advertiser has a strong youth audience and brand appeal, and ruled that, despite social media channels being restricted to those over the age of 16, "the legal drinking age in Australia was 18 years" and "the ad actively condoned and encouraged getting drunk, which would likely be considered to be unhealthy or unsafe by prevailing community standards, regardless of one's age.""
"Ad Standards received a complaint that a fashion brand "well-known and loved by teenagers" was promoting influencers encouraging heavy drinking and getting each other drunk. White Fox Boutique did not respond to either the investigation or the subsequent ruling, according to Ad Standards, which has referred the ad to Tiktok."
A White Fox Boutique TikTok advertisement for a Coachella “festival house” set up showed influencers describing missions for the day that involved getting as drunk as possible, consuming multiple tequila shots, and not throwing up while others forced more shots. A complaint alleged the brand, popular with teenagers, promoted influencers encouraging heavy drinking and getting each other drunk. The Ad Standards panel found the ad breached the AANA code of ethics around health and safety because it depicted behaviour that encouraged unhealthy or unsafe conduct. The panel said excessive drinking is contrary to community standards and that repeated references to getting drunk, multiple tequila shots, and vomiting normalized excessive alcohol consumption. The panel also noted the brand’s youth appeal and that the ad condoned and encouraged getting drunk regardless of age, and referred the ad to TikTok.
#advertising-standards #alcohol-consumption #health-and-safety #social-media-influencers #youth-audience
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