Alcohol aggression link is denied by ASA

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Related tags: Bacardi rum, Advertising, Bacardi, Rum

A poster for Bacardi rum, which features Vinnie Jones, does not link alcohol with aggression or violence, the Advertising Standards Authority (ASA)...

A poster for Bacardi rum, which features Vinnie Jones, does not link alcohol with aggression or violence, the Advertising Standards Authority (ASA) has ruled.

The advert featured the film star and ex-footballer - famed for his tough-guy image on the pitch and on the screen - holding two bottles of Bacardi Rum on each shoulder, with a strapline that said: "Welcome to the Latin qu4rter".

The poster was referred to the ASA after a complainant said that Mr Jones was holding the bottles as though he was going to hit somebody with them - linking alcohol with aggression and violence.

But the ASA decided that, although he was well-known for violence on the screen, the poster showed Vinnie Jones smiling and in a relaxed pose and did not link alcohol with aggression or violence.

Research carried out by Bacardi found that people linked the poster with the film Lock, Stock and Two Smoking Barrels and no-one commented that it encouraged violence.

Bacardi rum marketing controller John Burke commented: "The ad, part of the 'Welcome to the Latin Qu4rter' campaign starring Vinnie Jones, was an extension of our current TV advertising. All executions have passed the ASA's stringent rules and regulations - and comply with Bacardi-Martini's own code of conduct as one of the founder members of The Portman Group."

Related topics: Spirits & Cocktails, Legislation

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