An advertisement promoting red wine has been banned for suggesting it could provide ’emotional support’.
The TikTok video, a paid promotion for La Vieille Ferme wine featuring its iconic chicken label, displayed three boxed cartons with captions such as “One to resurrect my soul”, “One for emotional support”, and “One to erase today”. The video also mentioned that maintaining good health involves various factors, including emotional support and self-care practices.
The Advertising Standards Authority (ASA) deemed the ad inappropriate, stating it implied that alcohol had therapeutic qualities or could be a source of nourishment. Two complaints were lodged with the ASA after the ad appeared on TikTok, with one individual noting that it portrayed the drink as capable of altering mood, and the other expressing concern that the “erase today” reference could encourage excessive drinking.
As per the CAP Code regulations for non-television ads, companies are prohibited from making claims that suggest alcohol consumption is beneficial for health.
Following the complaints, the ASA ruling stated that the references on the wine cartons in the ad, like “One for emotional support”, implied that the wine could offer emotional benefits and enhance one’s mood. The use of “One to erase today” suggested alcohol as a coping mechanism during difficult times.
Moreover, the text in the post and references to mental health further implied that drinking alcohol, particularly the featured wine, had positive effects on health and well-being, contravening advertising standards.
La Vieille Ferme acknowledged the concerns raised and implemented internal changes to prevent future violations. TikTok removed the video from its platform due to policy violations.