Bacardi Cleared Of Linking Vinnie Jones With Violence

The ASA has refused to censure a poster for Bacardi-Martini despite complaints that it linked alcohol with aggression and violence.

The poster, designed by McCann Erickson, featured ex-footballer turned actor, Vinnie Jones, holding two bottles by the neck (see picture). Complainants believed that the Lock Stock And Two Smoking Barrels star looked as though he was going to hit someone with the bottles and claimed that the poster encourage violent behaviour.

The advertisers explained that the poster was intended to be a parody of a pose from Lock Stock And Two Smoking Barrels and argued that Vinnie Jones was pictured smiling in order to avoid being linked with violence.

The Authority recognised that Vinnie Jones was well known for violence on the football pitch and on-screen, but concluded that the poster did not link alcohol with aggression or violence, as the actor appeared to be relaxed. The complaints were not upheld.

Last week the ASA upheld complaints against a series of national press ads for Zig Zag cigarette papers, following complaints that they glamourised smoking (see ASA Extinguishes Glamorous Smoking Ads).

ASA: 020 7580 5555 www.asa.org.uk

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