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Bulletin: 16/4
Batch: 235
Reference: 26012
Product: Alcohol
Advertiser: The Library Bar (Limerick)
Agency:
Medium: Internet (Social Media)
ASAI Code 7th Edition: 2.4(c), 9.1
The Library Bar, through their Facebook page, referred to the following:
“The Monday Stock Exchange Free Entry
The Library Limerick
Tomorrow night BUY CHEAP, DRINK MORE, SPEND LESS”.The complainant objected to the content of the advertising as she considered that it was encouraging young people to binge drink.
The advertisers said that since receiving the complaint they had removed the reference to “Drink More” from their Facebook page.
Complaint Upheld
The Complaints Committee considered the detail of the complaint and the advertisers’ response. They reminded all advertisers that there was an onus on them to advertise alcohol products responsibly. In this case the Committee agreed that it was inappropriate to invite consumers to “Drink More” on a night out. The considered that the advertising was in breach of Sections 9.1, 9.8(a) and (b) of the Code.
As the advertisers had already amended their advertising, no further action was required in this case.