Alcohol brands Baileys and Hard Fizz flout ABAC rules in Q1
April 9, 2021 2:53
The industry’s alcohol marketing watchdog, the ABAC, has received more than 50 complaints against alcohol advertising and made 24 determinations in the first quarter of 2021.
After a record level of ABAC activity in 2020, there has been a steady number of pre-vetting requests, higher complaint levels and a similar number of determinations when compared with the same quarter last year.
Breaches this quarter related primarily to social media posts, with two relating to packaging, two relating to placement and one relating to a branded giveaway.
Independent producer Delvi Seltzer was one of the brands reprimanded for its Instagram post showing a person floating on a mattress in a pool with open drinks floating near them and a branded pool float drink holder giveaway both deemed to be encouraging drinking while swimming.