Beer ad in trouble for 'doing a shoey'

Ashley Regan
By Ashley Regan | 13 December 2022
 
Joseph Barrientos via Unsplash

An Instagram post by alcohol company Better Beer has been found to have breached responsible alcohol codes for encouraging excessive and unsafe consumption of alcohol.

The Instagram post shows a woman drinking from her footwear, known as 'doing a shoey'.

The complaint submitted to The Alcohol Beverages Advertising Code (ABAC) stated:

"In many parts of this video you will see multiple breaches to the ABAC code. excessive and rapid consumption of alcohol, as well as irresponsible behaviour by the means of doing a 'shoey'."

Better Beer

Screenshot via Better Beer Instagram.

In response, Better Beer argues against both complaints because "the women is drinking from a 'croc' and not a shoe - therefore the action pictured is not a 'shoey', and that in both instances only small amounts of alochol were consumed".

However, ABAC said regardless of the footware, the scene still depicts rapid and uncontrolled consumption and is therefore in breach of ABAC Code (a)(i).

The company has declined to modify its social media post to exclude these scenes. The complaint has been referred to the Victorian Liquor Authority.

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