The advertising watchdog yesterday ordered the drinks firm to remove images that appeared to promote excessive drinking and linked drink driving.
The ruling was made after the ASA investigated a complaint about a number of photos on Antica Sambuca’s Facebook page, which featured young adults holding or consuming alcoholic drinks including shots of Antica Sambuca.
In two of the photos a man was shown holding multiple drinks and car keys, while the poses and behaviour in the photos suggested the adults had consumed a large quantity of alcohol, the ASA said in its assessment.
Hi-Spirits asserted that the photographs were not advertising, a sales promotion or a marketing communication to which the CAP Code applied, adding that the photos had been uploaded to the photos section so that they could be viewed by the individuals featured.
They also said there were no clear references to Antica Sambuca in the images and that they had not added any Antica Sambuca branding to them.
However, the ASA said it understood Hi Spirits had editorial control of the Antica Sambuca Facebook page and had chosen to upload the images seen on the photos page.
“We also considered that the purpose of the Antica Sambuca Facebook page, including the uploaded images was to promote the brand and the product, and encourage consumers to purchase it,” the ASA stated.
“We therefore considered that the images were within our remit and should have been compliant with the Code.”
Hi-Spirits said it took the complaint ‘very seriously’ and had taken down a number of the photographs from the social media site.
However, the ASA also ordered the drinks firm to remove remaining photos that appeared to show young people under the age of 25.
Jeremy Hill, Hi-Spirits chairman, said: “The social media pages for our brands are intended to create a sense of community for customers who enjoy our products responsibly.
“We acted to remove some photographs as soon as the matter was raised with us by the ASA, and sought clarification on others, and acted on receiving that clarification. We have implemented new procedures to ensure that our brands’ social media complies with the ASA requirements.”