Heineken condemned again by the Dutch Advertising Standards Authority

Reaching the parts other laws can't

The beer giant Heineken has been found guilty by the Advertising Standards Authority in the Netherlands, following a complaint lodged by the National Foundation for Alcohol Prevention (STAP). This was the second conviction for Heineken in 2002.

The Advertising Standards Authority criticised a Heineken advertisement in the magazine for junior members of the Dutch Football League (KNVB). In its capacity as sponsor of the KNVB Heineken placed a full-page advertisement for its beer in this magazine. As a result, the father of a six-year old junior member of the KNVB alerted STAP.

The Dutch Advertising Standard for alcoholic beverages prohibits alcohol advertising from being specifically directed at young people. In its defence Heineken stated that the advertisement in the magazine for juniors had been an error.

'Biertje?' (a small beer) Not if you're skiing.

In spring 2002 Heineken was also reprimanded by the Advertising Standards Authority in the 'Biertje?' campaign aimed at skiers. On this occasion Heineken was condemned because the re was an implication that skiing under the influence of alcohol should not entail any risks.

At the time of writing the Advertising Standards Authority is dealing with a third complaint from STAP against Heineken. This third complaint concerns the new TV-commercial in the 'Biertje?' campaign.

Alcohol is not a thirst-quencher

Recently the Dutch Advertising Standards Authority decided that it is not permitted to state in advertising messages that drinking alcohol quenches one's thirst. The Authority condemned such statements as misleading. STAP has pointed out to the Advertising Standards Authority that drinking alcohol actually makes people thirsty because alcohol stimulates the kidneys to discharge fluids.

On the basis of this argument a complaint lodged by STAP against the alcoholic drink ICE TEA, made by United Beverages, was judged well-founded.

In an advertisement for 'Refreshing Alcoholic Ice Tea' it was stated that this drink was thirst-quenching, refreshing, and 'perfect for continued drinking'.

It was the Authority's opinion that the expression 'perfect for continued drinking' failed to demonstrate proper restraint in advertising alcoholic beverages.

Alcoholic Ice Tea contains 5.5 per cent alcohol and in the advertisements the product is too easily confused with non-alcoholic Ice Tea, according to STAP.

Alcohol is not a power drink

Furthermore, the Advertising Standards Authority in the Netherlands has said that it is incorrect to state that an alcoholic beverage is a power drink.

In an advertisement produced for Vrumona BV (part of the Heineken concern) promoting the drink Xi Climax Wodka Ice (5.6 per cent alcohol) it was stated that this was: "The first bottled alcoholic power drink'.

STAP objected to text of this advertisement and lodged a complaint with the Advertising Standards Authority which was upheld.