Morrisons told not to show alcohol ads during YouTube nursery rhymes

Morrisons has been told by the Advertising Standards Authority (ASA) not to target its alcohol advertising at videos of nursery rhymes shown on YouTube.

Morrisons ad: appeared during YouTube nursery rhyme series
Morrisons ad: appeared during YouTube nursery rhyme series

The supermarket was reprimanded by the ASA over an ad, created by DLKW Lowe, that shows a number of images of bottled spirits with a voiceover stating: "These litre bottles of spirits are £15 each."

The 50-second spot, which appeared in the middle of a series of children’s nursery rhymes on YouTube, received one complaint arguing that it was irresponsible to air during a video that was clearly targeted at children.

Morrisons said that the ad had been cleared by Clearcast as it was also to appear on TV, and that the restrictions on where and when the ad could be placed had been communicated to the organisation responsible for placing the ads online, "but it did not appear the those restrictions had been adhered to in this instance".

YouTube added its voice to Morrisons’ defence, insisting that it had mechanisms in place to prevent alcohol ads from being served during family-friendly content, but said that it did not recommend that users should log in with an account for an over-18 if they were watching YouTube with a minor.

The ASA noted that both Morrisons and YouTube had processes in place to ensure that under-18s were not exposed to ads for alcohol. "However, we considered that the YouTube video in question was very unlikely to be viewed by an adult unless they were watching with a young child," it added.

"We concluded that although Morrisons had taken all reasonable steps to ensure that the ad was targeted responsibly, it had not been targeted responsibly and therefore the ad breached the code."

The ASA told Morrisons to ensure that its ads were appropriately targeted in the future.

Subscribe to Campaign from just £57 per quarter

Includes the weekly magazine and quarterly Campaign IQ, plus unrestricted online access.

SUBSCRIBE

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now
Sainsbury's moves £60m ad account to Wieden & Kennedy
Share

1 Sainsbury's moves £60m ad account to Wieden & Kennedy

Sainsbury's has moved its £60m advertising account into Wieden & Kennedy, ending its 35-year-relationship with Abbott Mead Vickers BBDO.

The top 10 brands favoured by Remainers and Brexiters
Shares0
Share

1 The top 10 brands favoured by Remainers and Brexiters

Marketers can learn about our divided nation by examining the brands that appeal across the voting referendum voting split, says Emily James, chief strategy officer at Rainey Kelly Campbell Roalfe/Y&R.

Just published