Drinks firms face clampdown over code-breaking Web pics
The alcohol industry is likely to come under increased pressure from regulators and lobby groups after it emerged this week that it is increasingly using corporate websites to break the “spirit” of the advertising code.
Industry body the Portman Group has issued a new set of guidelines to all its members on the responsible use of images online, after it upheld a complaint against drinks brand WKD for posting pictures of sexually suggestive poses taken with promotional staff and consumers looking intoxicated. Charity Alcohol Concern lodged the complaint.
David Poley, Portman Group chief executive, says the growing popularity and functionality of websites means it is becoming crucial for companies to police the types of pictures that go online.
Images on the WKD site that were found to be in breach of the Portman Group’s code of practice included a female promoter sitting on a male consumer’s knee. There were also several “ambiguous images” which implied drunken behaviour. In some cases, there are pictures of groups huddled together and “playing up” for the camera by making funny faces and poses. This was found by the Portman Group’s complaints panel to suggest that the consumption of WKD could lead to social success and popularity.
Complaints against corporate websites such as WKD do not fall under the remit of the self-regulatory Advertising Standards Authority.
However, under the Portman Group’s voluntary Code of Conduct, promotional images and those on packaging are not allowed to incorporate images of people who look as if they are under the age of 25. The panel ruled that many of those appearing in the photographs appeared to be younger than 25.
One industry expert says that brands, including Foster’s and Carling, increasingly use similar images on their corporate websites.
Beverage Brands marketing director Karen Salters says: “We are disappointed that WKD alone is being penalised for what is essentially a widespread industry interpretation of the Code.”
