Complaint: 17/383

Digital Marketing

Details

Complainants
advertisers
Riverhead Fine Wines
Year
2017
Media
Digital Marketing
Product
Alcohol
Clauses
Decision
No Grounds to Proceed
ASA Links
Website Listing
Decision Document

Document





COMPLAINT NUMBER
17/383
COMPLAINANT
J. Black
ADVERTISER
Riverhead Fine Wines
ADVERTISEMENT
Digital Marketing
DATE OF MEETING
31 October 2017
OUTCOME
No Grounds to Proceed


Advertisement: The advertisement for Riverhead Fine Wines which was shared on the
Riverhead Community Page promoted a Mil s Reef wine tasting. The advertisement
included an image of the Mils Reef wine range.

The Chair ruled there were no grounds for the complaint to proceed.

Complainant, J Black, said: "the above company are promoting on site drinking and
displaying alcohol products on the advert. Questioned this with the site admin and they
were ok with the company promoting alcohol....the are no rules or conditions just come and
drink!"

The relevant provisions were Code for Advertising and Promotion of Alcohol -
Principle 1, Principle 2;

The Chair noted the concerns of the Complainant it was irresponsible to promote drinking
and display alcohol products without conditions about consumption.

The Chair noted the advertisement included the time and location of the wine tasting and
included images of the range being tasted. The Chair noted there were no images of people
consuming the products and was of the view most consumers would interpret wine tasting
to mean a smal amount of wine sampled with the intention of purchasing the product to
take home.

The Chair said, looking at the advertisement before her, there was nothing which
encouraged excessive consumption or promoted irresponsible drinking and ruled the
advertisement was not in breach of Principle 2 of the Code for Advertising and Promotion of
Alcohol. The Chair said the advertisement had been prepared with a high standard of social
responsibility and was not in breach of Principle 1 of the Code for Advertising and
Promotion of Alcohol.

Accordingly, the Chair ruled the complaint had no grounds to proceed.


Chair's Ruling: Complaint No Grounds to Proceed