This is not correct

A competition to drive sales does not automatically encourage excessive drinking or overconsumption. Note that there are many legal restrictions when it comes to competitions regardless of the value of the prize; always involve legal when running a competition on your brand.

See Principle 3 “We are always legal, ethical and truthful” for more information.

This is correct

The use of animals in our advertising always poses challenges from a reputational risk. We actively role-model positive stories about the animal-human bond. Posing animals as if they are drinking alcohol could be perceived as encouraging animal abuse.

See Principle 8 “We are progressive about cultural context and its evolution” for more information.

Unfortunately Elizabeth failed to follow this advice.

Click here to watch the outcome.

This is not correct

A campaign focussed on off-premise consumption in the comfort of a home does not automatically position a brand as enabling sedation or relaxation.

See principle 7 “We are committed to our Brands being part of a healthy lifestyle”.