AI flags Jägermeister ads in breach of code
Herbal liqueur Jägermeister has breached advertising rules after the ASA deemed two ads implied alcohol was a key component to a successful social event.
The UK’s Advertising Standards Authority (ASA) has an Active Ad Monitoring system, which uses AI to proactively search for online adverts that might break its codes.
The software flagged two paid-for Facebook and Instagram ads for Jägermeister in May 2025.
In one ad (a), a bottle of Jägermeister Manifest was positioned above a pair of cupped hands, accompanied by the caption: “Manifesting the best nights of your life. Get your bottle of Jägermeister Manifest […]”.
The second ad (b) featured a bottle of Jägermeister on a silver plate, with the caption: “Jägermeister, serving the best night of your life […]”.
The ASA challenged whether the adverts were irresponsible and in breach of the Code as they implied booze was an important part of the success of a social event.
Both complaints were upheld, despite Jägermeister defending its straplines.
The herbal liqueur brand said its use of the word ‘manifesting’ was alluding to the product name. Regarding the second complaint, the brand said ‘best nights’ referred to consumers going out and enjoying nightlife, not the need to consume Jägermeister.
In addition, the brand protested that the use of nightlight in its advertising was common, because this was when their product was best consumed responsibly. The brand stressed its intention had been to share a positive message about supporting nightlife.
The ASA concluded in its findings: “We considered that consumers were likely to interpret the word ‘manifesting’ in the contemporary sense of bringing about or creating a desired outcome through intention or focus, as well as a reference to the product Jägermeister Manifest shown in ad (a). In that context, we considered the ad suggested consuming the drink would bring about ‘the best nights of your life’ and that it was portrayed as a significant factor in the success of social events.”
The statement continued: “In ad (b), a bottle of Jägermeister was unveiled on a silver platter beneath a lifted cloche, accompanied by the text: “Jägermeister, serving the best night of your life”. We considered this text implied that the drink was directly responsible for enabling successful social events and drinking it would lead to especially enjoyable or memorable social occasions. Furthermore, we considered the formal, ceremonial reveal of the product shown in the image contributed to the impression that it was the defining factor of a successful social event.
“We acknowledged that the ads formed part of a wider campaign and that Jägermeister intended for the ads to be seen as a positive message supporting nightlife. We nonetheless considered that they both implied alcohol was a key component of social success.”
Jägermeister was instructed to ensure its future ads would not imply that alcohol is a key component to a successful night out.
Germany-based Mast-Jägermeister saw its net sales drop by 10% last year due to a weak consumer climate and a ‘shrinking’ spirits market.
In March 2024, Jägermeister launched a new line extension made with Sicilian oranges.
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