Au Vodka has faced criticism from the Advertising Standards Authority (ASA) due to its social media advertisements that allegedly targeted underage audiences. The controversy arose when a complainant pointed out that two paid Facebook ads showcased influencers who were younger than 25, which raised concerns about their appropriateness for a demographic that includes children.

One notable ad featured YouTuber Kai Cenat, who was 23 at the time, unboxing a bottle of Au Vodka Juicy Peach and consuming the product. Although Au Vodka had applied specific location targeting for the ad to ensure it reached U.S. audiences compliant with local advertising laws, it was still visible to users in Great Britain during the ASA’s review.

Another Facebook advertisement, which included a 24-year-old woman inviting viewers to try Au Vodka, also violated advertising regulations according to the ASA. While the brand argued that TikTok influencer Lucinda Strafford’s post wouldn’t appeal to those under 18, the ASA concluded that the content, linked to popular culture and television shows, could attract underage viewers.

The ASA ultimately upheld the complaints, declaring that ads related to alcoholic beverages must not be directed at individuals under 18 years of age. They emphasized that, given the age restrictions on TikTok accounts and the widespread appeal of the Love Island series among younger audiences, there was a strong chance that users underaged could engage with this content.

Au Vodka has been contacted for further comments regarding this ruling.

For more details, visit the ASA’s ruling.