Alcohol brand Ellie Goulding ads were banned from Facebook, then He claimed that the drink was “low in calories and contains no sugar.”
The 35-year-old English pop star, founder and co-owner of Served Drinks, posted two ads for the alcoholic sparkling water in February, but they have since been removed after raising complaints to the Advertising Standards Authority.
In a statement, the ASA noted that it had ruled that the ads should be banned after concluding that the ads contained nutritional claims about the lower calorie and sugar content of products, and were “not allowed for alcoholic beverages.”
Removed: Ads for alcohol brand Ellie Goulding were banned from Facebook, after they claimed the drink was ‘low-calorie and zero-sugar’
Ellie’s first post includes a photo of her enjoying sparkling water, adding, “If you’re like me, you love a drink but also enjoy an active lifestyle. My alcoholic sparkling water is the best of both worlds.”
Her second post read: “You know I love a drink, but I also really care about my well-being. Since I released the alcoholic sparkling water, I don’t have a comeback anymore! “
He showed her a video of Golding saying: ‘I love a drink, I talk a lot on my social media, but I also care about my health…that’s why I want to tell you about my new introduction. So, my new presented drink is a solid carbonated liquid, which has 57 calories…”
Another text in the posts on: “57 calories… 4% vol.”
Pulled: The pop star posted two ads for alcoholic sparkling water in February, but they have since been removed after raising complaints to the Advertising Standards Authority.
A separate email from Beverage Offers, seen on January 18, reads: “Forget Dry January…Does Dry January get a bit dry? There’s no reason why you can’t enjoy a drink without setting you back! Our drinks contain only 57 calories! 0g sugar and 4% ABV are the perfect choice for guilt-free enjoyment.
The Advertising Standards Authority (ASA) received 21 complaints about the brand’s advertising, including that the calorie and sugar content data were nutritional claims not allowed for alcoholic beverages.
The complaints also indicated that Ellie’s public health claims, which detail that she enjoyed a boisterous drink while maintaining an active lifestyle, are not permitted for alcohol-containing beverages.
Bottom line: In a statement, the ASA noted that it ruled that ads should be banned after concluding that the ads contained nutritional claims that were not “allowed for alcoholic beverages.”
Other complaints also noted that the ad suggested that drinking alcohol might be indispensable and boredom could be overcome by encouraging people to ditch the dry January.
Serviced Beverages said it understands that advertisers are allowed to provide factual information on the nutritional content of their products, including the calorie content, provided there is no indication that the drink has a particularly beneficial low-calorie property.
They added that the posts on Goulding’s Facebook page were intended to describe her lifestyle and what was important to her and could not reasonably be interpreted as relating to the product itself, and therefore were not public health claims.
Pop star: In her first post to promote her brand, Elle said, “I love a drink, as I talk a lot on my social media, but I also care about my health”
In a statement, the ASA said: “Because the advertisements included nutrition claims that the product was low in calories and contained no sugar, which was not permitted by nutrition claims for alcohol products, we have concluded that they violated the Code.”
It ruled that the three ads should never appear again in their current form, adding: “We have told serviced beverages not to make health claims, or impermissible nutritional claims, about alcoholic beverages or to imply that alcohol can beat boredom in their ads.”
Served Drinks said: “We are committed to responsible advertising, and work closely with organizations such as CAP (Committee on Advertising Practice) on developing campaign materials.
While we are disappointed that the complaints were partially upheld, we respect the ASA’s ruling. All ads have been removed immediately and will not appear again.
Going hard: Golding and husband Caspar Jopling, shown in March in London, married in August 2019 at York Minster and share son Arthur, 14 months