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Wednesday, 23 July 2014

It's a rum do

The banned advert: accurate, or
evil propaganda? You decide.
The youth wing of Alcohol Concern are at it again. Last December they managed to get banned a Let There Be Beer advert, which I regarded as quite accurate, and they've done it again with a picture posted on Captain Morgan's Facebook page. The Youth Alcohol Advertising Council (YAAC) complained to the Advertising Standards Authority, arguing that it encouraged people to alleviate boredom by irresponsibly drinking with their friends. Diageo, on the other hand, argued that it was more a suggestion that people take a break from the daily grind and relax with friends.

According to Marketing Week, "The Advertising Standards Authority ruled that consumers were likely to think the Captain had sought out alcohol to entertain himself when they viewed it, which breached rules against implying alcohol is capable of changing moods."

The most ludicrous thing about all of this that alcohol does change moods; it wouldn't be nearly so popular otherwise. According to one article I looked up, the effects of a moderate consumption of alcohol can include: overall improvement in mood and possible euphoria, increased self-confidence, increased sociability and decreased anxiety. So, although the advert is correct to imply that alcohol can change moods and a lot of people drink it precisely for that reason, the ASA won't let any advertiser say so. So that, it seems, is that.

In conclusion, I have to say I do feel sorry for those trainee busybodies of the YAAC whose horizons have been so curtailed that they can't think of anything better to do while they are still young.

8 comments:

  1. Are you not even allowed to portray people enjoying alcoholic drinks in the company of friends now?

    It's getting dafter and dafter.

    ReplyDelete
  2. is it still beard policy to ban adverts for owt that ain't cask conditioned?

    ReplyDelete
  3. No, CAMRA does not want the government to ban adverts for non-real ale drinks.

    CAMRA understandably doesn't accept adverts for non-real beer in its own publications, but I don't know whether this is custom and practice or a policy written down somewhere.

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  4. This comment has been removed by the author.

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  5. ML: I think you meant to link to this. Yes, differently expressed, but basically the same point.

    ReplyDelete
  6. "The youth wing of Alcohol Concern". Wasn't there a youth wing of the Nazi Party, back in 1930's Germany? I seem to recall the Hitler Youth ended up being even more fanatical than the mainstream party.

    Indoctrinating impressionable minds, at an early age, is a trait of totalitarian regimes, and makes me wonder as to what level Alcohol Concern will stoop in its puritanical, kill-joy, nannying, prohibitionist campaign,

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  7. I hadn't quite thought of it that way, but there's not much I'd disagree with there.

    ReplyDelete
    Replies
    1. I thought that. That's why I referred to the "ASA Youth"

      Delete

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