Description:
Two Dead Frog Brewery posts promoted the advertiser’s brews. Both posts showed two people on a paddleboard in a lake with a case of the product.
Complaint:
The complainant alleged the posts encouraged dangerous and irresponsible activities by depicting swimming and boating with beer, without life jackets.
Response:
Although Ad Standards requested a response from the advertiser, there was no response sent to Council.
Decision:
Council reviewed both social media posts submitted by the complainant.
While Council acknowledged that the posts did not explicitly show the consumption of alcohol, the presence of a full case of beer in open water was deemed to convey the impression that the individuals intended to consume the beers while on water, which is unsafe. Additionally, Council noted that the posts depicted activities requiring skill and caution, such as swimming and paddleboarding, yet no life jackets or other visible safety measures were shown and the ads implied that the alcohol would be consumed as part of the individuals’ participation in the activities.
For these reasons, Council members were unanimous in finding that the posts displayed a disregard for safety and encouraged unsafe practices, therefore contravening Clause 10.
Infraction:
Clause 10
