TikTok and Instagram posts by ex-Love Island presenter Laura Whitmore for a gin and vodka brand have been banned for being inappropriately targeted, implying that alcohol can increase confidence and not being clearly marked as adverts. The ads for The Muff Liquor Company, seen in July, featured Whitmore drinking peppermint tea, and then water, beer and “Muff & tonic”, while her dancing became increasingly energetic.
Music in the background included the lyrics, “I’ll be ****** up if you can’t be right here.” Text on screen stated “#MakemineaMuff” and “If drinks were dance moves @muffliquorco #makemineamuff #muffboss #irishowned”.
A complainant, who understood that Whitmore was an investor in The Muff Liquor Company, challenged whether the ads were obviously identifiable as marketing communications and were inappropriately targeted because they featured alcoholic drinks. The Advertising Standards Authority (ASA) investigated whether the ads encouraged irresponsible drinking because they implied that alcohol could enhance confidence and was capable of changing mood.
