"Marketing communications must not imply that drinking alcohol is a key component of the success of a social event... [ads] must be prepared with a sense of responsibility to consumers and to society,"
"the best night(s) of your life,"
"It was a comedic device to externalise an exaggerated, internal monologue, rather than a serious suggestion that cider offered life guidance or"
The Advertising Standards Authority banned two Jägermeister ads and an Instagram skit for Strongbow after finding they implied alcohol was central to successful social events and encouraged peer pressure. The ads were identified by the ASA’s AI monitoring system. Jägermeister captions used the phrase “the best night(s) of your life,” which the ASA deemed irresponsible and in breach of the UK broadcasting code; the company withdrew the ads and said it would be more mindful. Heineken’s Strongbow post featured a comedian and an AI can persuading a man to drink rather than write wedding vows; Heineken said the skit was intended to entertain.
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