Disaronno ad disallowed

Another drinks advert has been found to violate stricter advertising rules about linking alcohol brands with seduction.

Another drinks advert has been found to violate stricter advertising rules about linking alcohol brands with seduction.

The Advertising Standards Authority (ASA) upheld a complaint against the cinema commercial for Disaronno that claimed it was “irresponsible because it linked sexual pleasure with alcohol consumption”. The rule disallows advertisers from linking “alcohol with seduction, sexual activity or sexual success”.

The cinema advert portrays a woman ordering a Disaronno at a bar. When the bartender attempts to take her empty glass, she stops him by putting her hand on his arm. She then takes a block of ice from the glass and places it seductively in her mouth, accompanied by the phrase “Disaronno. Pass the pleasure around.” The commercial for the Italian liqueur is still available at the company’s website: http://www.disaronno.com.

First Drinks Brands join other advertisers such as Young’s Brewery in being found in breach of the recently tightened alcohol advertising rules.

The company were given approval to screen the advert by the Cinema Advertising Association, who defended the commercial. First Drinks Brands did not intend to broadcast the advert again.

With a distinctly different feel, Diageo has recently launched a pair of adverts in the UK promoting responsible drinking. The “Don’t see a great night wasted” campaign forms part of Diageo GB’s existing responsible drinking initiatives. The adverts illustrate the effects of excessive drinking for men and women in a bar and house party situation.

A similar campaign has been run by Diageo in the Republic of Ireland. The adverts, targeting 8 million people, will run for two months.

db  23rd February 2006