Offensive advertising: Pure Wines Ltd breaks UK advertising rules by linking alcohol to seduction and sexual activity on

The ASA investigated a website for Pure Wines which featured a listing for a wine named “JUNG & SEXY *PET-NAT”. An illustration on the label of the bottle showed a woman from the neck down, with her breasts exposed, drinking a glass of wine. Text stated “This dark rosé Pet Nat wine is less provocative than its label but is as entertaining at the same time.”

The ASA considered that the text, when viewed in conjunction with the image of the woman, would be understood as an explicit reference to the sexually suggestive pose and styling on the label and also reinforced the depiction of the woman as sexual in nature. The ASA therefore concluded that the ads linked alcohol with seduction and sexual activity in breach of the CAP Code.

The CAP Compliance team contacted Pure Wines but, in the absence of an assurance to amend their website to comply with the Code, took the decision on 7 September 2022 to place their company details on this section of the ASA website. These details shall remain in place until such time as Pure Wines has removed or appropriately amended to ensure compliance with the CAP Code.

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