A post on the advertisers’ Facebook account featured a photograph of several beer kegs together with the wording:
“New shine kegs delivered today, means we need make more beer. (sic)
Guess by the band colours where the brewery is based.
The ASAI challenged whether the post complied with the Code as it had not included a responsibility message.
The advertisers failed to provide a response to requests for comments.
The Complaints Committee considered the details of the case and expressed concern at the advertisers’ failure to respond in the matter. They reminded them that there is an onus on advertisers to ensure that their advertising is in conformity with the Code.
In the absence of a response from Old Mill Brewery Company the Committee considered that the advertising was in breach of Sections 3.10 and 9.4 of the Code.
The advertising must not reappear in its current form.