TikTok and Facebook posts for vodka brand Au Vodka ad have been banned by the UK's advertising regulator for targeting under-age teenagers.
The Advertising Standards Authority (ASA) investigated a complaint about the ad, posted on TikTok in June, claiming it was inappropriately aimed at people under 18.
Lucinda Strafford can be seen filling a large gold-coloured vending machine with cans of Au Vodka before taking a sip and saying: "That is so good."
It found Swansea-based AU Vodka broke the rules and banned the ad from TikTok, as well as two different ads the drinks company put on Facebook featuring someone who was, or seemed to be, under 25 years of age.
Under UK advertising rules, ads for alcoholic drinks must not be directed at people under 18 years of age, and no media should be used to advertise alcoholic drinks if more than 25% of the audience is under 18.
Further, people shown drinking or playing a significant role in ads for alcoholic drinks must not be, or seem to be, under 25 years of age.
The Advertising Standards Authority (ASA) received one complaint that the first ad was inappropriately targeted at people under 18 years of age and the second and third ads featured someone who was, or seemed to be, under 25 years of age.
Meanwhile, the Au Vodka told the ASA the ad was designed for a general adult audience with no themes directed at under 18s.
Strafford is over the age of 25, the firm added, and a screenshot of her TikTok audience demographics made them believe all of her followers were aged 18 or over.
ASA said, "We understood that Ms Strafford had appeared on the popular reality TV series Love Island. In the context of the targeting of their paid-for Meta advertising, Au Vodka had acknowledged that those with an interest in Love Island were primarily aged between 16 and 34, and they had used an age filter to restrict their content to those aged over 18.
"We considered overall that the TV series was popular with young people, including under 18s, and that a number of individuals who were under the age of 18 with TikTok accounts were therefore likely to interact with content related to Love Island on the platform.
"Even if those individuals did not follow Ms Strafford, we considered it was likely that the algorithm would determine her posts to be of interest to them, meaning they would appear in their “For You” page.
"We acknowledged that Au Vodka had provided information about the targeting of versions of ad (a) that appeared on Facebook and Instagram. However, we considered that the targeting of the ad on other platforms was not relevant to whether the targeting of the ad on TikTok was appropriate.
"In the absence of specific targeting tools and relevant demographic data being provided, and in view of the way in which users engaged with TikTok, we concluded that insufficient care had been taken to ensure that ad (a) was not directed at people under the age of 18. It therefore breached the Code."
ASA ruled that the ads must not appear again in their current form while Au Vodka Ltd has been told to ensure that their future ads were appropriately targeted and were not directed at people under 18 years of age and also not feature individuals who were, or appeared to be, under 25 years of age.