TikTok Ad for La Vieille Ferme Wine Banned for Misleading Health Claims
‘Chicken wine’ TikTok advert banned for saying drink can give 'emotional support'
Image: Mirror
An advertisement for La Vieille Ferme wine on TikTok has been banned by the Advertising Standards Authority (ASA) for suggesting that the drink provides 'emotional support' and has therapeutic qualities. The ASA ruled that such claims imply that alcohol can improve mood and health, which is against advertising regulations.
- 01The TikTok ad featured phrases like 'One for emotional support' and 'One to erase today', which raised concerns about promoting alcohol as a mood enhancer.
- 02The ASA received two complaints regarding the ad, one highlighting its implication that the drink could change mood.
- 03The CAP Code prohibits advertisements from suggesting that alcohol consumption is beneficial for health.
- 04La Vieille Ferme acknowledged the complaints and stated they would implement internal changes to prevent future issues.
- 05TikTok removed the video for violating its advertising policies after the ASA's ruling.
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A TikTok advertisement for La Vieille Ferme wine has been banned by the Advertising Standards Authority (ASA) after it claimed the drink could provide 'emotional support'. The ad featured three boxed wine cartons with phrases like 'One to resurrect my soul', 'One for emotional support', and 'One to erase today'. The ASA ruled that these statements suggested the beverage had therapeutic qualities and could improve mood, which violates the CAP Code's regulations against health claims related to alcohol consumption. Two complaints were lodged with the ASA, one asserting that the ad implied the wine could change mood and another expressing concern that the phrase 'erase today' encouraged excessive drinking. La Vieille Ferme has acknowledged the concerns and stated they would make internal improvements to avoid future breaches. Following the ASA's ruling, TikTok removed the video from its platform for violating advertising policies.
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The ruling against the advertisement may influence how alcohol brands market their products, particularly on social media platforms.
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