UK: Marketing Complaint Upheld Against U.K. Hemp Rum Co.

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The U.K. Marketing Requirements Authority (ASA) has upheld a complaint against The Cornish Rum Co. against its advertisements advertising and marketing Dead Man’s Fingers Hemp Rum. The complainant asserted that two Instagram posts and an ad in a trade magazine utilised language linking the hemp-infused rum to cannabis, such as “Delicious mixed with coke or ginger ale—serve chilled, man. Coming to a joint close to you.” A different Instagram post featured an image of an outside ad reading “Warning: Our Hemp Rum May possibly Bring about the Munchies” along with “an image of a skull which was smoking and wearing a hat with a cannabis leaf print.” The trade magazine ad integrated the text “Dealers Wanted.”

ASA dismissed the portion of the complaint arguing that the ad was intended to appeal to an audience beneath 18, discovering that the photos “were not references connected with youth culture and that general the colours and imagery utilised gave every of the advertisements an adult tone.” The ad board took concern with the wording on the advertisements, nonetheless, discovering unpersuasive the alcohol company’s arguments that the words utilised had been not referencing cannabis due to the fact “joint” was “a slang term for a location or establishment,” “munchies” was “a slang term for hunger generally” and “dealers” was “used as a slang term for somebody who purchased or sold any goods or goods.”

Additional, the photos had “a subversive feel” the skull image “was smoking a cigarette, and, due to the fact of the cigarette’s shape, we thought of it would be understood by buyers to include cannabis.” ASA “concluded that due to the fact the advertisements featured imagery and wording connected with the illicit drug cannabis, the advertisements linked alcohol to illicit drugs and consequently breached the Code.” ASA also upheld the portion of the complaint difficult the use of the phrase “blow your thoughts,” discovering that “alcohol advertisements should not imply that alcohol had therapeutic qualities” or can not “be portrayed as capable of altering mood, physical situation or behaviour or as a supply of nourishment.”

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