ASA Adjudication on CharGrilled Ltd.

A magazine ad for a t-shirt company featured a young girl holding a glass of wine and a cigarette with text saying “BE A COOL KID – Wear a CharGrilled T-Shirt.” The Advertising Standards Authority (ASA) found that the ad breached the country’s advertising code, which prohibits showing people to be drinking who are, or seem to be, under the age of 25. The ASA also found that the ad breached the code because the text “BE A COOL KID” along with the image of a child around nine or ten years old irresponsibly condoned drinking and smoking and suggested the drinking and smoking could lead to increased popularity. The t-shirt company withdrew the ad. The ASA told the company to ensure that future ads did not feature children appearing to smoke or drink alcohol and did not condone those practices

ASA Adjudication on CharGrilled Ltd, Complaint Ref: A14-264881 (2014).

  • United Kingdom
  • Jun 11, 2014
  • Advertising Standards Authority
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Parties

Plaintiff Unidentified complainants

Defendant CharGrilled Ltd

Legislation Cited

Committee of Advertising Practice (CAP Code), Edition 12, Rule 4.5 (Harm and offence)

Committee of Advertising Practice (CAP Code), Edition 12, Rules 18.2 and 18.16 (Alcohol)

Committee of Advertising Practice (CAP Code), Edition 12, Rules 5.1 and 5.1.4 (Children)

Committee of Advertising Practice (CAP) Code, Edition 12, Rule 1.3 (Responsible advertising)

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"The ASA considered that the girl featured in the ad appeared to be around nine or ten years old, in breach of the CAP Code which stated that people shown drinking or playing a significant role in ads that featured or referred to alcoholic drinks must neither be, nor seem to be, under the age of 25. ... [W]e were concerned that the use of the text "BE A COOL KID" to accompany an image of a young child apparently smoking and drinking alcohol irresponsibly condoned the actions of that child and suggested that drinking, and also smoking, could lead to increased popularity. We therefore concluded that the ad breached the Code."