Facebook activity by RTD brand WKD has been rapped by advertising watchdogs.

Following a complaint by Alcohol Concern’s Youth Alcohol Advertising Council, the Advertising Standards Authority ruled that three messages on the brand’s Facebook page breached ASA guidelines by: implying alcohol could enhance confidence; suggesting alcohol could change mood and behaviour; and suggesting alcohol was a key component to success at a social event.

Among the posts and information found to have broken at least one of these guidelines were:

  • a post featuring an image of a bottle of WKD and stating “WKD 8 Ball Weekend Prediction. You will refuse to Do Karaoke. At First.”
  • information in the About section on the brand’s Facebook page stating: “Where there’s good times, there’s WKD. We’re all about getting together with the best people and enjoying yourself - especially at the weekend. Like us and get involved!”
  • a post showing a bottle of WKD and a checklist that stated “Haircut? [tick] WKD? [tick] Ugly mate to make you look better? [tick] Have you got a WKD side?”

A complaint by the Youth Alcohol Advertising Council about a fourth message on the WKD page was not upheld.

WKD owner Beverage Brands said its Facebook page was one of its most targeted consumer communications and was accessible only to those registered with Facebook with a date of birth that meant they were over 18. The company added that it had intended to comply with all industry codes and had developed their own responsible drinking campaign, and also ran regular responsibility training for staff and external agencies.

The ASA ruled that the three messages must not appear again in their current form, and told Beverage Brands to ensure future advertising did not imply alcohol could enhance confidence, was integral to the success of a social event, or was capable of changing mood or behaviour.

Speaking after the ruling, Laura Mackenzie, an expert in brands and advertising at law firm Browne Jacobson, said: “Once again we see that it is vital to monitor your social media presence, a medium heavily used by young people. This decision highlights the importance of reviewing ads in light of the ASA advertising rules for alcohol, which are amongst the strictest in the world.”

The Youth Alcohol Advertising Council is a group of young people who review alcohol ads and complain to the ASA when they feel content is irresponsible.

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