A Gordon Ramsay Ramsay’s Gin ad has been banned by the Advertising Standards Authority (ASA) for making nutrition claims.
An Instagram and Facebook post for Ramsay’s Gin stated that the ‘Honeyberries’ in the gin retain ‘rich flavours and micro-nutrients’ and have ‘more antioxidants than blueberries, more potassium than bananas’ and ‘more vitamin C than oranges’.
Committee of Advertising Practice Code states that nutrition claims are only permitted in marketing communications when they are authorised on the Great Britain Nutrition and Health Claims register. Nutrition claims made in relation to alcohol can also only be related to low alcohol products.
The advertising watchdog subsequently challenged whether the claims made in the ads were permitted for alcoholic drinks.
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The gin brand responded by stating that the ads had been posted only once and had been deleted shortly after. It also claimed that in its excitement in working with Gordon Ramsay, the company had ‘neglected to conduct’ its ‘usual due diligence’.
Nevertheless, the ASA concluded that the generalised claim ‘contains micro-nutrients’ was not authorised on the GB NHC Register, and in any case was not permitted to make claims that the drink contained ‘more antioxidants than blueberries, more potassium than bananas’ and ‘more vitamin C than oranges’ in relation to alcohol.
The ASA added: “The ads must not appear again in the form complained of. We told Ramsay’s Gin not to make non-permitted nutrition claims about alcoholic drinks.”
