Instagram story promoting drinking app banned by ad watchdog

An Instagram story advertisement promoting the ‘Full Party’ app has been banned by the ad watchdog for showing behaviours which “condone and encourage excessive drinking”.

The Instagram story ad, which was promoting a new drinking app ‘Full Party’, featured people pouring beer on a man on the floor, a man using beer bottles as glasses and a man popping up from behind a couch with a beer.

The imagery was accompanied by text which read “if your first time was after the age of 16, drink 7 times” and “the person with the biggest nose, drink 6 sips”.

The Instagram story ad was banned for promoting excessive drinking

A complaint posted to Ad Standards noted the ad promoted excessive amounts of alcohol consumption.

“The overlaying captions are things like ‘if you’ve scored with a MILF, drink 7 times’. I understand that that is what their app is about, but 7 drinks for one round of a drinking game is insane and should not be advertised as something fun and awesome.”

The complaint also noted Australia’s “widespread alcohol culture” and said the ad would encourage young people to download the app, play the game and get intoxicated very quickly.

Considering the complaint, the Ad Standards Board said it was unclear whether or not the people featured in the ad were over the legal drinking age.

The Board also noted the ad prompts people to drink more than the recommended amount of alcohol.

The Full Party app

“Some of the prompts featured in the advertisement included getting people to ‘drink 7 times’ and ‘drink 6 sips’ and considered that in combination of imagery of empty beer bottles and cans, someone pouring a bottle of spirit directly into their mouth, and generally intoxicated behaviour, the suggestion is that most people in the advertisement have consumed more than the recommended four standard drinks.”

Finding the ad both condoned and encouraged excessive amounts of drinking, the Board upheld the complaint.

The advertiser, Team Penguin Studio, did not provide a response to the complaint or the ruling.


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