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Advertiser: The Exchequer Wine Bar
Medium: Social Media
ASAI Code 7th Edition: 9.1
A post on the Exchequer Wine Bar’s Facebook page said:
“The Exchequer Ranelagh,
Every Saturday 12 - 4pm. €15 per person for a Bottomless Prosecco Brunch with the purchase of a Brunch item
Go bottomless for only €15!
Get the facts Be Drink Aware - Visit drinkaware.ie.”
The complainants, Alcohol Action Ireland, objected to the Facebook post on the grounds that it encouraged irresponsible excessive drinking and promoted over indulgence in alcohol.
The advertisers said that they take their duties in relation to encouraging responsible drinking very seriously and they would never encourage or permit excessive alcohol consumption at any time. They said the Bottomless Brunch promotion was a limited run ‘food and drink’ event for adults. Its purpose was to provide discerning diners with a unique offering of excellent quality food and wine, at great value.
The advertisers said that the Bottomless Brunch takes place on Saturday’s only, from 12 noon to 4pm and diners must purchase a full meal from the Brunch Menu before they can participate in the offer. They said that complimentary food items were then circulated throughout the duration of the Brunch to add to the experience and to ensure that alcohol was consumed in conjunction with food at all times.
The advertisers said that it was their intention to change their advertising to focus more on the food element of their offer so that their marketing communication could not in any way be perceived to be encouraging excessive drinking.
The Complaints Committee considered the detail of the complaint and the advertisers’ response. The Committee, whilst noting that the offer was time-limited and that food was offered throughout the period, considered that the use of “Bottomless” implied and encouraged excessive and immoderate consumption of alcohol. In the circumstances the Complaints Committee considered the advertising to be in breach of Sections 9.1 and 9.8(b) of the Code.
The advertising should not be used in its current format again.