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Gordon Ramsay's gin ad was accused of overemphasizing nutrition.But he's in good company... - Advertising, Marketing, Branding

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Oh, it was a fly on the wall when someone had to tell Gordon Ramsay that an ad for his brand of gin was banned by the Advertising Standards Authority.

One of the current themes in advertising regulation is the use of nutrition and health claims by alcohol brands. Often these drinks are “hard seltzer”, usually mineral water with alcohol. Their claims are comparative in nature, positioning their products as “healthier” alternatives to traditional alcoholic beverages.


But it was a bold move for the Eden Mill distillery to post a series of nutrition claims for Ramsay’s Gin on its Instagram and Facebook pages. Ramsay’s Gin is not a healthier alternative, but it is a complete 40% proof gin.

The exact expression used is, “Honeyberries form the botanical base of Ramsay’s gin. Our honeyberries are grown in fields miles away from Cooper’s distillery. Here At Farmers follow the philosophy of natural farming, which means honeyberries retain their rich flavor and micro-nutrients derived from the great Scottish terroir.More antioxidants than blueberries, more antioxidants than bananas. Potassium, more vitamin C than oranges, and with flavors like a mixture of blueberries, plums and grapes, these may just be the tastiest honeyberries in the world!

No swear words, so you know Gordon didn’t write this copy. That said, he must be understandably upset that his reputation was tarnished by the distillery’s advertising non-compliance as a student.

The ASA pointed out to Eden Mill that the CAP Code only allows nutrition claims that are approved by the UK Nutrition and Health Labeling Registry (GB NHC Registry). It states that a “nutrition claim” is a food or beverage that has certain beneficial nutritional properties because it contains more or less calories, nutrients, or other substances. , or implied. Comparative nutrition claims must meet the conditions of use associated with the permitted claim and must compare differences in the claimed nutrients to different foods in the same category.

When it comes to alcoholic beverages, the only nutrition claims allowed under the CAP Code are “low alcohol,” “low alcohol,” and “low energy.”Claims ‘Honeyberry holds […] So the ads for “micronutrients” and “more antioxidants than blueberries, more potassium than bananas, and more vitamin C than oranges” are the equivalent of being drunk and anarchic.

The ASA has decided that consumers will accept the claim that honeyberry in gin is “lasting.” […] “Micronutrients” means Gordon’s Eden Mil Gin (No Gordons’ Gin) has particularly beneficial nutritional properties in that it contains a variety of micronutrients. So this was not allowed and a disallowed nutrition claim.

The ASA also notes that claims that gin contains “more antioxidants than blueberries, more potassium than bananas, and more vitamin C than oranges” are not the same as the nutritional content of gin and those particular fruits. This labeling was not allowed for alcoholic beverages, however, because gin and fruit do not fall into the same food category.

It’s amazing that Eden Mill made such a fundamental mistake when it comes to ad compliance. They told the ASA that they had never distilled with Honeyberry before, were thrilled to work with Gordon Ramsay, and “failed to do their usual due diligence.” Since they were working under licensing agreements with celebrities, it would have been wise to do even more careful due diligence than usual. Contracts typically have warranties and indemnifications and termination clauses to protect celebrities from reputational damage caused by licensees.

However, at the moment there seems to be widespread compliance issues with this issue. Similar to this ruling, another ruling regarding Stag’s Breath Liqueur was announced today.


Similar to Tennent’s Larger:


Both made claims that violated the CAP Code rules regarding nutritional or therapeutic claims.


Additionally, Smokehead Whiskey ads were banned because they linked alcohol and driving. Meanwhile, Chivas Regal’s ad was banned because it featured someone who appeared to be under the age of 25 and implied that alcohol could enhance mental or physical performance.


Overall, it’s time for alcohol brands to take a more sober approach, taking “time” to this non-compliant advertising.

The content of this article is intended to provide a general guide on the subject. You should seek professional advice for your particular situation.

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