‘Irresponsible’ WKD Facebook ads banned

A number of “irresponsible” Facebook advertisements for the WKD vodka alcopop brand have been banned by UK regulatory body the ASA.

The ASA has banned a number of Facebook advertisements for alcopop WKD

The Advertsing Standards Authority (ASA) banned series of advertisements after receiving a complaint by the Youth Alcohol Advertising Council (YAAC) stating that they associated drinking alcohol with boosting confidence.

WKD, owned by UK company Beverage Brands, featured a number of posts on its Facebook page, one of which stated “you will refuse to do karaoke, at first”, before showing a bottle of WKD.

The YAAC challenged whether the ads were irresponsible, claiming they in addition to the implication alcohol could boost confidence, they also suggested that alcohol was capable of changing mood and behaviour and was a key component for success at a social event, and were likely to appeal to underage youth culture.

According to the ASA, although the ads did not show alcohol being consumed, some were “likely to be interpreted as suggesting that alcohol could enhance confidence and was also capable of changing mood and behaviour.”

The agency also upheld the YAAC’s complaint that some of the ads implied that alcohol was a key component of the success of that occasion.

However the complaint that the ads would most likely appeal to underage youth culture was not upheld, as while the “overall impression” was “light hearted and colourful”, it was “clearly intended to appeal to those interested in adult social occasions”.

The ASA ruled that three of four advertisements on WKD’s Facebook page must not appear again in their current form.

Beverage Brands said intended to comply with all industry codes and had developed their own responsible drinking campaign as well as running regular responsibility training for staff and external agencies.