Beer brands’ influencer campaigns breached guidelines, watchdog finds
Lion’s beer brands XXXX and Furphy, along with boutique brewer Wilde, have been cited by an industry watchdog for breaching alcohol advertising guidelines, leading to a call for influencer campaigns promoting alcohol to be banned.
In a series of rulings, the Alcohol Beverages Advertising Code Adjudication Panel found Instagram influencer posts had breached the code in targeting adults under 25.
The offending Furphy beer instagram post
More Nanny State BS – they will be demanding we take down billboards next!
Ha! what a pointless article. So the influencers in question were aged 23 & 24?! last I checked the legal drinking age in Australia was 18 : / so what’s the actual problem here?! Sarah Jackson needs to find something better to do with her time. Pass!
This ruling is as much on the agencies as the brands – the amount of times I’ve had ‘creator’ agencies approach me with bright eyed influencers who don’t look a day past 20 is irresponsible.
As pedantic and often silly as some of the rules may seem, ABAC exists as a self-regulated, independent industry body and the more brands and agencies work outside the code, the more likely it is that the government will step in to restrict marketing opportunities for alcoholic beverages – plain packaging sound good to anyone?