Alcohol adverts featuring rapper ArrDee have been banned
nme.comhttps://t.co/hNP2HELPS6 pic.twitter.com/IlnQGyyz83— Litty Liquor (@LittyLiquor) January 13, 2023The ASA challenged the use of the phrase “Get Lit” which was thought to have encouraged excessive and irresponsible consumption of alcohol.
They shared: “We understood that the word ‘lit’ had a long history of being used as a slang term for being drunk, and that it had also become popular within the rap music scene to indicate being intoxicated.”They continued: “We noted that in recent years the term ‘lit’ had also been used in rap music to mean that something was exciting, or of an excellent quality.However, because the ad was focused on the creation and consumption of an alcoholic drink, and was set in a nightclub and a distillery, we considered that consumers would likely associate the phrase “#GETLIT” … to relate to the consumption of alcohol, and becoming intoxicated.”“We therefore considered that the ad was likely to encourage excessive consumption of alcohol,” they added.#NewProfilePic pic.twitter.com/W66MOMtmT5— Litty Liquor (@LittyLiquor) December 14, 2022Litty Liquor responded to the complaints by apologising for including the rapper in the advertisements and removed the ads posted to their official Instagram account.
The company added that they understood how the phrase “#GETLIT” could have been perceived as promoting excessive and irresponsible alcohol consumption, but said it intended to promote their products in a responsible and appropriate manner.They also shared they would be reviewing their advertising policies and procedures in order to prevent similar issues from occurring in the future.In other news, ArrDee recently collaborated with Cat Burns on the track ‘Home For My Heart’.
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