Four drinks producers have refuted suggestions they are misusing social media networks — such as Facebook — to skirt around advertising rules.
Top docs in Scotland are calling for a complete ban on the promotion of alcohol on social networking sites following the publication of a report, commisioned by the Scottish Health Action on Alcohol Problems (SHAAP).
The study alleged the activity of WKD, Lambrini, Smirnoff and Carling on sites such as Facebook and YouTube was against the spirit of broadcast advertising codes of practice and that TV ads previously banned were available on YouTube.
"They did this in different ways — by using fictional characters to appeal to youth culture and masculinity; by suggesting that alcohol is indispensable and by suggesting that alcohol can enhance sporting achievement," said report author Dr Oona Brooks.
"Alcohol advertising is not supposed do any of these things. The cumulative impact of such an extensive range of alcohol branded messages has the potential to contribute to the normalisation of excessive drinking."
Material inaccuracy
WKD producer Beverage Brands said the report contained a "material inaccuracy" and it was seeking a correction.
The report cites audio feed on the WKD website, which it claims says "have a butchers at some Irish pussy". In fact the actual audio stream says "have a butchers at some Irish footy".
Karen Salters, joint managing director for Beverage Brands, said: "No brand can control user-generated digital content outside of its own activity; digital regulation challenges are wider than the UK alcohol industry.
"Whilst we seek correction for the material inaccuracy contained in the report, we would welcome any solution SHAAP could offer to this global challenge."
Gross misrepresentation
Smirnoff producer Diageo slammed the report as a "gross misrepresentation" of the processes it puts in place to limit underage interaction.
Carling brewer Molson Coors said every advertising activity it produced adhered to the strictest marketing regulations. "When assessing marketing tools — age is our number one reason to object," a spokeswoman said. "For instance, we do not use sites such as Bebo, where more than a quarter of users are under 18."
Lambrini producer Halewood International said it had recently undertaken a redesign of its website and social media activity to ensure it complies with the letter and spirit of regulations.
"Most importantly, we wish to highlight that the vast majority of social media mentions of our brands have been created by consumers without any encouragement from ourselves," said Halewood marketing director Graham Oak.
"Put simply we cannot control what consumers chose to do or how they talk about our brands in social media environments and unless society wants to impose censorship on social media channels, this is unlikely to change."