Gordon Ramsay gin ad breaches marketing code

By Amelie Maurice-Jones

- Last updated on GMT

Breaching code: Gordon Ramsay's gin ad banned (Getty/ Annie Otzen)
Breaching code: Gordon Ramsay's gin ad banned (Getty/ Annie Otzen)

Related tags Legislation Gin

An ad campaign for celebrity chef Gordon Ramsay’s new gin has been banned, as was found to make nutritional claims forbidden under the UK marketing code.

The Advertising Standards Authority (ASA) ruled an Instagram post and a Facebook post for the gin brand had made nutritional claims about its products which are not permitted for alcoholic drinks.

Ramsay launched his first gin last year with Scottish producer Eden Mill, as a new take on London Dry Gin. It’s described as a botanical drink inspired by the rivers. Lochs and landscapes of Scotland.

At £23 a bottle, the gin uses honeyberries grown six miles from St Andrews, and mara seaweed sourced from the Fife coastline.

Scottish ingredients

On Ramsay’s Gin Instagram and Facebook pages, operated by Eden Mill, there were posts featuring an image of the bottle, claiming the virtues of honeyberries “form the botanical foundation” of the gin.

The post stated: “Honeyberries retain the rich flavours and micro-nutrients that come from Scotland’s wonderful terroir.

“With more antioxidants than blueberries, more potassium than bananas, more vitamin C than oranges and a flavour like a mixture of blueberry, plum and grape, these might be the tastiest honeyberries in the world!”

Under UK advertising rules, the only permitted nutrition claims allowed to be made are that products are “low alcohol”, “reduced alcohol”, or “reduced energy”.

On the Eden Mill website, the chef said: "It’s exciting to work with a team that shares my passion for experimenting with unique ingredients, and we’re very fortunate that the home of Eden Mill is close to where these exceptional botanicals can be found.”

Other rulings

This week, ASA also ruled three Facebook posts for lager brand Tennent Caledonian Breweries UK made nutritional claims not permitted for alcoholic drinks.

It also ruled Ian Macleod Distillers had published an Instagram post for a whisky brand irresponsibly linking alcohol with driving and with a location and activity (a mechanic’s garage) in which drinking would be unsafe.

Furthermore, five post of whisky brand Pernod Ricard UK’s Instagram page featured people who appeared under 25 years of age and irresponsibly implied alcohol could enhance mental or physical capabilities, according to ASA.

Meikles of Scotland, specifically a Stag’s Breath Liqueur, were also found to have breached guidelines. A post on a whisky brand’s Facebook page implied drinking alcohol could help people overcome problems an suggested drinking alcohol had therapeutic qualities.

Related topics Legislation

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