In a shocking revelation, the Advertising Standards Authority (ASA) has cracked down on Au Vodka, a popular vodka brand, for deploying social media tactics that targeted underage teenagers in their advertising campaigns. The brand’s attempts to skirt UK advertising regulations have landed them in hot water, exposing a troubling strategy that leveraged the star power of a Love Island influencer and other social media personalities to promote their Juicy Peach vodka to audiences who shouldn’t have been in their sights.
In June, Love Island star Lucinda Strafford, a well-known influencer with a massive following, posted a TikTok video that raised eyebrows. The clip showed her gleefully stocking a flashy, gold-colored vending machine emblazoned with the Au Vodka logo, filling it with cans of their Juicy Peach flavor. After taking a sip, she exclaimed, “That is so good!” The accompanying caption gushed, “an actual DREAM OMG [hearts emoji] [peach emoji] unlimited Juicy Peach cans [smiling face with tears emoji] & I can keep it?! @Au Vodka ad.”
The post screamed glamour and indulgence, but there was a problem: it appeared on TikTok, a platform teeming with users as young as 13. The ASA received a complaint that the ad was irresponsibly targeting under-18s, a group strictly off-limits for alcohol advertising under UK law. Au Vodka and Strafford’s management scrambled to defend the campaign, claiming Strafford’s audience was entirely over 18, based on a screenshot of her TikTok follower demographics. However, the ASA wasn’t convinced. The data conveniently omitted any mention of followers aged 13 to 17, leaving a glaring gap in their argument.
The ASA pointed out that Love Island, the reality TV show that catapulted Strafford to fame, is wildly popular with younger audiences, including those under 18. TikTok’s algorithm, known for curating content based on user interests, would likely push Strafford’s post to young fans of the show, even if they didn’t follow her directly. The absence of robust age-targeting measures meant Au Vodka failed to ensure their ad wouldn’t reach impressionable teens. The ASA ruled that the ad breached advertising codes, slamming the brand for “insufficient care” in preventing underage exposure.
The TikTok fiasco wasn’t Au Vodka’s only misstep. Two paid-for Facebook ads further exposed their reckless approach. In one, 23-year-old influencer Kai Cenat was seen unboxing a bottle of Au Vodka Juicy Peach, taking a sip, and promoting it with text that read, “Haven’t Tried Au Vodka Yet? Secure The Taste Of The Summer, Au Vodka Juicy Peach [peach emoji] Essences of summer in every sip. [palm tree emoji] Shop Now Pay Later Available [credit card emoji].” Au Vodka claimed the ad was targeted at U.S. audiences, where Cenat’s age was compliant with local laws. However, the ASA noted that UK users could still see the ad, and featuring someone under 25 in a prominent role violated UK regulations, which require anyone depicted drinking or playing a significant role in alcohol ads to be at least 25 years old.
Another Facebook ad in April featured a 24-year-old woman holding up a bottle of Juicy Peach vodka, urging viewers to “try this.” Au Vodka admitted this was an “oversight” and promised stricter checks in the future, but the damage was done. The ASA ruled both ads non-compliant, citing the use of individuals who were, or appeared to be, under 25 as a clear breach of advertising standards.
UK advertising rules are crystal clear: alcohol ads must not target those under 18, and no platform should be used if more than 25% of its audience is underage. Additionally, individuals featured in such ads must be at least 25 to avoid glamorizing drinking for younger viewers. Au Vodka’s defense—that their ads were aimed at a “general adult audience” and lacked themes appealing to teens—fell flat. The ASA emphasized that brands must take proactive steps to limit exposure to children and young people, something Au Vodka clearly failed to do.
The ASA’s ruling was unequivocal: the ads must not appear again in their current form. They ordered Au Vodka to overhaul their targeting strategies and ensure future campaigns comply with age restrictions. The regulator’s message was loud and clear—brands cannot hide behind vague demographics or algorithmic excuses to push alcohol on impressionable audiences.
This case shines a spotlight on the murky world of influencer marketing, where brands exploit the massive reach of social media stars to promote products to vulnerable audiences. Platforms like TikTok and Facebook, with their sophisticated algorithms and young user bases, amplify the risks of irresponsible advertising. Au Vodka’s missteps serve as a cautionary tale for brands tempted to cut corners in pursuit of viral fame.