Love Islander's vodka advert pulled for targeting under-18s
Summary
A vodka advertisement featuring former Love Island contestant Lucinda Strafford was removed from TikTok for potentially appealing to people under 18. The Advertising Standards Authority (ASA) found Au Vodka in violation of UK rules that bar alcohol ads from targeting minors. Two other ads featuring the brand on Facebook were also deemed inappropriate due to featuring individuals under 25 years old.Key Facts
- Lucinda Strafford, a former Love Island contestant, posted a TikTok ad for Au Vodka in June.
- The ASA received a complaint that the ad targeted under-18s and found Au Vodka violated UK advertising rules.
- UK rules state ads for alcohol should not target persons under 18, and featured individuals should not appear under 25.
- The ad included Strafford filling a vending machine with Au Vodka and making a promotional statement.
- Au Vodka claimed the ad aimed at an adult audience, with Strafford's profile targeting followers aged 18 or older.
- The ASA noted Love Island content is popular with young people, possibly including those under 18 on TikTok.
- The ASA also assessed two ads on Facebook featuring influencers under 25 for compliance issues.
- Au Vodka admitted oversight in featuring individuals appearing under 25 in their ads and vowed to implement stricter checks.
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