An Australian beer named Barely Legal, which used a logo similar to the world's biggest pornography website PornHub, has been pulled from the market for inappropriate advertising.
The beer was created by Sunshine Coast brewery Blackflag for the 2023 GABS Craft Beer and Cider Festival, but the product attracted considerable public criticism due to its branding and messaging.
A complaint submitted to ABAC relates to the products tasting notes on the GABS website and three social media posts from the company.
GABS Website description.
Barely Legal social media posts via ABAC.
"The name 'Barely Legal' insinuates sexual activity; the accompanying logo that is a carbon copy of a popular porn website logo further amplifies this," the complaint said.
"The fact that the ABV of this beer is 18% is not only irresponsible but also goes along with the theme of 'Barely Legal' (of age).
"The tasting note of the beer that is on the GABS beer site and will be printed at the festival states 'It's big, bold and barely legal... It's bitter, boozy and something to tell your friends about' - what are they insinuating here? 'Something to tell your friends about' - a double entendre."
The company accepted it had made a misstep and withdrew the product under the Barely Legal branding. Without contesting the ABAC complaint all associated imagery and marketing was immediately removed.
As a result, the company breached the code because the alcohol product’s logo is similar to the logo of an online pornography website and is considered irresponsible or offensive behaviour.
The company also breached the code because the product's marketing placed particular emphasises on the high (18%) alcohol strength, again considered irresponsible behaviour as it can encourage excessive consumption.
Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at adnews@yaffa.com.au
Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.