Drink ad ‘encouraged heavy drinking’
The industry-financed code of conduct body, Mature Enjoyment of Alcohol in Society (MEAS), received a complaint from a member of the public regarding an advertisement for a WKD Blue promotion in the June 9 edition of the Leitrim Observer newspaper. The promotion stated: “We have a WKD Blue Promotion Buy 1 — Get 1 FREE”.
The advertisement had been placed by Hillstreet Nite Club, c/o Maguire’s Bar, Mohill, and was undertaken in association with Cantrell & Cochrane.
The MEAS complaints panel found the ad clearly fell within the category of promotions entailing a disproportionate risk that it could lead directly to alcohol misuse and anti-social behaviour.
The management of Hillstreet Nite Club stated they had unknowingly engaged in the promotion.
A second complaint to the watchdog body was upheld against M&J Gleeson of Cherry Orchard, Dublin.
They had a promotion where the purchase of 20 pints of Bavaria lager secured tokens for a free Bavaria jacket.
The MEAS said this promotion could encourage “heavy drinking”. MEAS found the promotion entailed a disproportionate risk that it would lead directly to immoderate or irresponsible consumption of alcohol.
MEAS chief executive Fionnuala Sheehan said she was particularly pleased that the parties to the complaints had given assurances that they would not repeat these promotions again.
A third complaint, relating to a World Cup Budweiser Promotion advertised in the June 16, 2006, edition of the Leitrim Observer would encourage illegal and/or irresponsible drinking, was not upheld by the Complaints Panel.
