Ad description
A video ad, which appeared before a music video featuring the musician Adele on YouTube, showed a drink being prepared. The voice-over stated "Mix the ice with the intriguing darkness of Tia Maria. A hint of rum, cola, and a splash of lime for the final twist ... when the sun goes down, Tia Maria." The final shot showed a bottle of Tia Maria and the finished drink. On-screen text stated "Enjoy Tia Maria Responsibly ... for the facts drinkaware.co.uk ... WHEN THE SUN GOES DOWN".
Issue
The complainant challenged whether the placement of the ad was irresponsible, because she believed that a significant number of the audience for the music video were likely to be under 18 years of age.
Response
Illva Saronno S.p.A. said that YouTube targeted all alcohol campaigns at those over 18 years of age and additionally only served alcohol ads to those who were logged in. They said that the only chance a minor would see the ad was if they were viewing the YouTube video in question with an adult who was signed in as being over 18 years of age, or if they were using the log-in details of such a person, but that neither they nor YouTube had control of this and they had done as much as possible to prevent young people from seeing the ad.
YouTube told us they only served alcohol ads to users who were logged in and over 18 years of age. Additionally, they did not consider that the video before which the ad appeared was particularly likely to appeal to children. They therefore considered that their serving restrictions had worked as intended.
Assessment
Not upheld
The ASA acknowledged the complainant's concern that the ad might be seen by those aged under 18. However, we noted that the ad in question would only have been seen by YouTube users who were registered as aged 18 or over and were logged into their accounts. We therefore considered that the advertisers had taken reasonable steps to prevent those who were under 18 from viewing the ad and we concluded that it did not breach the Code.
We investigated the ad under CAP Code (Edition 12) rules 1.3 1.3 Marketing communications must be prepared with a sense of responsibility to consumers and to society. (Social responsibility) and 18.15 18.15 Marketing communications must not be directed at people under 18 through the selection of media or the context in which they appear. No medium should be used to advertise alcoholic drinks if more than 25% of its audience is under 18 years of age. (Alcohol), but did not find it in breach.
Action
No further action necessary.
