A Valentine’s Day social media advert by Bargain Booze has been banned after the UK advertising watchdog ruled that it irresponsibly suggested alcohol could replace romance and help overcome loneliness.
In a ruling published today (6 May), the Advertising Standards Authority (ASA) upheld a complaint against a paid-for Facebook advert seen in February this year. The ad, promoting Valentine’s Day offers, featured a bottle of rum alongside the slogan: “WHY HAVE ROMANCE WHEN YOU CAN HAVE RUM”.
The regulator said the advert breached the CAP Code rule on alcohol marketing, which states that advertising must not imply alcohol is indispensable or that drinking can overcome boredom, loneliness or other personal problems.
The ASA acknowledged Bargain Booze’s argument that the post was intended as “playful and humorous” and part of a wider carousel of Valentine-themed value promotions aimed at adults aged over 18.
Bestway Retail, Bargain Booze parent company, said the slogan used “tongue-in-cheek” humour and reflected wider anti-Valentine’s Day marketing trends such as “Galentine’s Day”. The company argued that the ad did not depict loneliness or rejection and would not be interpreted literally by consumers.
However, the watchdog concluded that, in the context of Valentine’s Day – “an occasion strongly linked to romantic relationships” – the ad presented alcohol as an alternative to romance for those without a partner.
“In that context, we considered it therefore implied that drinking alcohol could be used as a substitute for romance and could overcome feelings of loneliness,” the ASA stated.
The regulator ruled the advert was “irresponsible” and ordered that it must not appear again in its current form. It also instructed Bestway Retail to ensure future alcohol promotions do not imply drinking can overcome loneliness.
The ruling highlights the continued scrutiny on alcohol marketing by retailers and brands, particularly around seasonal campaigns and social media activity where humour-based messaging can still fall foul of advertising rules.
Last year, the ASA has banned a Christmas advertising campaign for Bargain Booze that featured Santa Claus.