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Global Brands' Hooch ad banned for Vine star's "juvenile" behaviour

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Hooch owner Global Brands has been slapped down by UK advertising watchdogs after a Vine celebrity breached regulations by promoting the brand in a "juvenile" manner.

Global Brands sponsors Joe Charman through its Hooch alcoholic lemonade

Global Brands sponsors Joe Charman through its Hooch alcoholic lemonade

The Advertising Standards Authority (ASA) today ruled that a Facebook video by Joe Charman, which showed the social media star surfing across a pool on an inflatable while holding three bottles of Hooch, showed behaviour "likely to be regarded as juvenile". It said the ad could appeal to under-18s and told Global Brands, which sponsored the content through its Hooch alcoholic lemonade, not to show it again.

The ASA also warned Global Brands that people featuring in future ads should not behave in an "adolescent or juvenile manner".

Global Brands defended the ad, claiming that Charman was known by his fans as "the skills guy". It said Charman was seeking to trade on his reputation and the entertainment centred around a faked skill.

Meanwhile, Charman said his audience understood that the videos were intended to entertain, not to promote juvenile behaviour.

Charman's YouTube channel has almost 40,000 subscribers and features videos that have as many as 2m views. He is known for his "impressive but pointless" tricks and one of his most watched clips shows him throwing a football over his shoulder into a bin without looking.

The ASA's ruling follows a complaint against a Diageo Captain Morgan ad being upheld in August. Alcohol awareness charity Alcohol Concern said the ad, which featured a man with Captain Morgan's face superimposed over his, own implied that drinking alcohol could contribute to an individual's popularity or confidence.  


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