An advertisement promoting red wine has been banned for suggesting it could provide ’emotional support’. The TikTok video showcased La Vieille Ferme wine, known for its chicken label, featuring three boxed cartons labeled with messages like “One for emotional support” and “One to erase today”. The ad implied that maintaining good health involves factors like emotional support and self-care practices.
However, the Advertising Standards Authority ruled against the ad, stating it implied alcohol had therapeutic qualities or could be a source of nourishment. Complaints were raised by two individuals, one criticizing the drink’s portrayal as mood-altering and the other expressing concerns about promoting excessive drinking.
According to the CAP Code, companies must avoid making claims that suggest alcohol consumption is beneficial for health. The ruling highlighted that the wine carton messages suggested emotional benefits and mood improvement, positioning alcohol as a coping mechanism for difficult times.
La Vieille Ferme acknowledged the concerns raised and implemented internal changes to prevent future violations. TikTok removed the video for breaching its advertising policies.
