The advertisement watchdog Advertising Standards Authority has banned the Smirnoff’s Ice ad campaign on the ground that the ad appeals much to under-age drinkers. However, Diageo seems to be in fighting mood as they are contemplating an independent review of the advertisement. Further, the company has stated that it has not received even single complaint regarding the ad so far.
On the other hand ASA has ruled,
More than 92,000 under 18-year-olds viewed the ad. We considered that the rules were for the content of the ads and that targeting the ads so that under 18s made up a low percentage of the audience did not mean the code did not apply.
Speaking on the ruling stunned Philip Almond, Diageo GB marketing director, has said,
We are exceptionally surprised and disappointed by the ruling. We applied the highest levels of rigour and attention to detail during the development of the campaign, ensuring unequivocal adult appeal.
