Adverts for Gordon Ramsay’s gin have been banned for making unauthorised claims about an ingredient's nutritional value.
Social media posts for Ramsay’s Gin, posted in March, said the honeyberries that made up its “botanical foundations” were grown in fields a few miles away from the Eden Mill distillery near St Andrews. The Facebook and Instagram adverts read: “Here, the farmer follows a philosophy of natural growth meaning the Honeyberries retain the rich flavours and micro-nutrients that come from Scotland’s wonderful terroir.
“With more antioxidants than blueberries, more potassium than bananas, more vitamin C than oranges and a flavour like a mixture of blueberry, plum and grape, these might be the tastiest Honeyberries in the world.”
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The Advertising Standards Authority (ASA) challenged whether the claims about honeyberries were permitted for alcoholic drinks. It noted the only permitted nutrition claims that could be made in relation to alcohol were “low alcohol,” “reduced alcohol” and “reduced energy.”
Eden Mill Distillery, trading as Ramsay’s Gin, said the ads had been posted only once, had been deleted and would not be used again in any form or across any channel. The company said it had not previously distilled with honeyberries and, excited by the opportunity to work with Gordon, had neglected to conduct its usual due diligence.
The ASA said: “While we welcomed the action Ramsay’s Gin had taken to withdraw the ads because the claims ‘retain … micro-nutrients’ and ‘more antioxidants than blueberries, more potassium than bananas, more vitamin C than oranges’ were nutrition claims that were not permitted for alcoholic drinks, we concluded the ads breached the Code.”
Eden Mill apologised and took “full responsibility” for the ads, saying they were “immediately removed” once raised by the ASA. It said the company owners, marketing team and head distiller had all been briefed on the complaint and they provided an assurance that it would not happen again.
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