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TikTok alcohol post banned for low-calorie and ‘actually get you drunk’ claims

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A TikTok post by which a young influencer promoted an alcohol brand by saying it has “only 63 calories a can” and would “actually get you drunk” has been banned.

Rosie Breen’s video for Whisp hard seltzer alcoholic drinks in February was titled: “3 reasons I drink Whisp Alcohol” and went on to point out her dancing with a can in each hand and and pointing to further captions including: “Im [sic] on my weight reduction journey & they’re only 63 calories a can”, and “They really get you drunk”.

A viewer complained that the calorie claim was not permitted for alcoholic drinks and the ad was irresponsible since it encouraged excessive drinking.

Tik-Tok video grab issued by the Promoting Standards Authority of Rosie Breen’s post (ASA/PA)

(PA Media)

The Promoting Standards Authority (ASA) investigated whether the ad breached promoting regulations for featuring someone who was, or appeared to be, under 25 years of age.

Wild Drinks Group, trading as Whisp Drinks, said it will remove the post.

Breen, who’s from Basingstoke, Hampshire, and has 428,000 TikTok followers, said that on the time she was recent to working with brands and unaware of the sensitive nature of the message and of promoting rules regarding non-permitted weight-control claims for alcohol products.

She apologised and said the post was a mirrored image of her opinion of the beverage, and that she was comfortable to remove it and ensure future content is compliant with the principles.

We told Whisp Drinks and Rosie Breen to not make non-permitted low calorie nutrition claims about alcoholic drinks, and to be sure that future marketing communications for alcoholic drinks didn’t encourage excessive drinking or show individuals who were, or seemed to be, under 25 years of age in a big role

ASA

She said her intention was never to present or promote irresponsible behaviour, and her comment that the products “actually get you drunk” aimed to focus on the product still felt like an alcoholic drink.

She also confirmed she was 24 on the time of the post.

TikTok confirmed the video was branded content promoting alcohol, which was globally prohibited on their platform, and had been removed.

The ASA banned the ad for making health claims about an alcoholic product, encouraging excessive drinking and featuring someone under 25.

The ASA said: “The ad must not appear again in its current form. We told Whisp Drinks and Rosie Breen to not make non-permitted low calorie nutrition claims about alcoholic drinks, and to be sure that future marketing communications for alcoholic drinks didn’t encourage excessive drinking or show individuals who were, or seemed to be, under 25 years of age in a big role.”

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