Pirate Life Instagram Advertisements

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Date of determination
Determination number
90/19
Brand Involved
Pirate Life
Company
Carlton & United Breweries
Outcome
Upheld
Nature of Breach
Posts including images of a sponsored professional wakeboarder aged 24 breach the requirement that alcohol ads only include visually prominent individuals aged 25 years or over.  In addition, a user generated comment, endorsed by the sponsored party, promoted excessive consumption.
Medium
Digital
Previous Code sections - 1 July 2014 to 31 July 2023
(a)(i) excessive or rapid consumption, misuse or abuse of alcohol, inconsistent with NHMRC guidelines
(b)(iii) depictions of 18-24 year olds