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Complaint Over Molson Canadian Advertising Campaign Upheld

Published on Oct 6 2014 11:22 AM

Complaint Over Molson Canadian Advertising Campaign Upheld

The Advertising Standards Authority of Ireland (ASAI) has upheld a complaint (in part) against Molson Coors Ireland over a marketing campaign for Molson Canadian. Details of the complaint were published in the ASAI's latest Complaints Bulletin.

The upheld complaint, which was put forward by the ASAI, focused on the age profile of the consumers depicted in the campaign advertising.

In response to this complaint, Molson Coors said that while all promotional staff featured in the campaign were over 25, still images that were used of the winners depicted some individuals under 25.

In upholding the complaint, the ASAI cited section 7.6(a) of the Code, which deems it in breach of the Code to feature images of those under 25 in a marketing campaign for alcohol. The Committee required the images to be removed from the advertising and prohibited them from being used again.

Two other complaints about the Molson Coors campaign, including one put forward by Alcohol Action Ireland, were not upheld.

Separately, Alcohol Action Ireland also filed a complaint with regard to an advertising campaign by Diageo's Smithwicks, featuring a squirrel, with the group claiming it "was directly appealing to children and by using a squirrel was drawing the young viewer to the advertisement." This complaint was not upheld, however, as the advertisers stated that the as was positioned to appeal to an older demographic, due to features such as the dark background, and the ‘greying, aged’ image of the squirrel.

© 2014 - Checkout Magazine by Stephen Wynne-Jones

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