Complaint against Baileys Christmas ad dismissed

The UK’s Advertising Standards Authority has once again defended an advertisement for Baileys cream liqueur, which critics have called “irresponsible”.

The ASA has dismissed a complaint against a Christmas advert for Baileys

The ASA cleared brand-owner Diageo of any wrongdoing after Alcohol Concern issued a complaint challenging whether a Christmas advert for Baileys was “irresponsible” and “implied that the success of a social occasion depended on the presence or consumption of alcohol”.

The advert in question featured various groups of women walking together into different bars, where they each enjoy a glass of Baileys.

At the end, on-screen text states: ‘It’s not Christmas without you… Baileys’.

Diageo Great Britain defended the ad, claiming that Baileys is a brand “traditionally associated with the Christmas season”, with 60% of all Baileys sales in Britain made during the October to December period.

The firm also said that Christmas is likely to be interpreted as the entire festive season, rather than one particular social event, and that Baileys is “one aspect of a traditional Christmas”, not the reason for its “success”.

Diageo said the ad did not make any reference to excessive drinking.

“We considered that consumers would interpret the claim ‘It’s not Christmas without you’ as a play on words referring to getting together with friends over the festive period, as well as referring to the fact that the drink had been traditionally associated with the Christmas period,” a statement from the ASA reads.

As such, the ASA ruled that the advert dis not contravene UK advertising laws and could be broadcast in its current state.

In 2014 the ASA cleared Diageo of creating a Christmas advert for Baileys featuring “violent and aggressive behaviour”.