Regulator rejects complaint against VK’s Instagram promotion

The Advertising Standards Authority (ASA), the independent advertising regulator, has rejected a complaint against an Instagram post promoting ready-to-drink brand VK.

The complaint has challenged the post by former Love Island star Luke Mabbott on the counts of featuring someone who seemed to be under 25 years of age and inappropriate targeting as Mabbott is popular with people under 18 years of age.

The ASA, however, found the ad is not in breach on both counts.

The agency said Mabbott did not appear to be under 25 years old in the image and the content of his Instagram page did not focus on themes likely to be of particular appeal to under 18s.

The ASA also noted the response from VK brand owner Global Brands which demonstrated that over 92 per cent of Mabbott’s audience was over the age of 18, according to the demographic data retrieved from his Instagram account.

The advertising code requires that no medium should be used to advertise alcoholic drinks if more than 25 per cent of its audience was under 18, besides prohibiting ads directed at people under 18 years of age.

Global Brands has signed up Love Island stars Mabbott and Alex & Olivia Bowen to support its #WeAreSummer campaign and the launch of limited edition Peach & Raspberry flavor, which Mabbott has been promoting in the post.