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Pernod Ricards Absolut vodka ad appeared on Facebook in August

Pernod Ricard's Absolut vodka ad appeared on Facebook in August

Pernod Ricard has been told to avoid using actors who look under 25, after complaints were made against an Absolut advert in the UK.

The country's Advertising Standards Authority said today that the ad, which appeared on Facebook in August, breached the CAP (Committees of Advertising Practice) Code. According to the ASA: "A number of individuals who featured prominently ... appeared to be younger than 25 years of age."

The ad featured people on a boat, recording their experience with mobile phones. The ASA said that action was "likely to be seen to reflect adolescent culture".

In its defence, Pernod's UK unit said all individuals in the campaign were over 25 and provided copies of their identification as proof.

"Absolut said they recognised that whether an individual 'appeared' to be under 25 years was a subjective area," the ASA said. "They confirmed that it was not their intention to portray them as such. They said that the use of mobile phones for recording was a widespread activity across all generations and not prevalent with solely under 25-year-olds."

The ASA said the ad must not appear again in its current form. 

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