Diageo has been told by the ASA not to repeat the Captain Morgan Snapchat campaign from June

Diageo has been told by the ASA not to repeat the Captain Morgan Snapchat campaign from June

Diageo has withdrawn its entire advertising presence from social media app Snapchat, after the UK's advertising watchdog banned a Captain Morgan rum campaign for appealing to under-age drinkers.

In a ruling released today, the Advertising Standards Authority warned that a Snapchat lens depicting the Captain Morgan cartoon pirate appealed to consumers under 18. The ASA also raised concerns over Snapchat's ability to effectively target legal-age drinkers.

"At the time the lens ran," the ASA said today, "the only targeting data available to Diageo on Snapchat was unverified supplied ages collected when users signed up and geolocation information. We considered that because the platform was popular with under 18s, that was not sufficient to ensure that marketing communications were not targeted at people under 18."

A spokesperson for Diageo told just-drinks today that the company has ceased all Snapchat advertising globally.

"We have a strict marketing code, take our role as a responsible marketer very seriously and acknowledge the ASA's ruling," the spokesperson said. "We took all reasonable steps to ensure the content we put on Snapchat was not directed at under 18s - using the data provided to us by Snapchat and applying an age filter.

 "We have now stopped all advertising on Snapchat globally whilst we assess the incremental age verification safeguards that Snapchat are implementing."

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