An Instagram post by Vodka Plus has been removed for claiming its product is "Australia's healthiest pre-mix".
Australia's alcohol marketing watchdog found the ad to breach part 3 of the ABAC Code which stated that marketing must NOT: (c)(iv) suggest that the consumption of an alcoholic beverage offers any therapeutic benefit or is a necessary aid to relaxation.
The complaint sent to The Alcohol Beverages Advertising Code Scheme (ABAC) stated:
"The Vodka Plus advertising which suggests that vodka products are healthy is extremely misleading and harmful.
"Suggesting that the advertised vodka pre-mixed drinks are the “healthiest” distracts from the fact that these products contain alcohol, and the direct link between alcohol consumption and health risks.
"Alcohol should not be advertised in any way that suggests it is a healthy, or healthier, option. This sentiment is captured by the Australian Food Standards Code which prohibits alcoholic products from making health-related claims about alcoholic products."
In response the company stated:
"I have looked into this and I do apologise. We recently hired a new ad agency who we did brief on the do's and do nots. I have since spoken to them again and we have removed the ad."
ABAC stated: "The Company is entitled to draw attention in its marketing to the attributes of its products and to make comparisons with other alcohol products.
"It needs to be mindful however that any claims about the comparative 'health benefits' of its product could breach ABAC standards."
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