An advert by Aldi showing a woman discussing how her husband likes Aldi tea as well as PG Tips, before saying that she prefers gin, has not been found in breach of the CAP code.

There had been 24 complaints about the advert made to the ASA, suggesting the advert was irresponsible as it made light of alcoholism, implied that gin was a suitable substitute for non-alcoholic drinks, and that it was irresponsible to show it during the day.

Aldi stated that it did not intend for the ad to encourage the misuse or over consumption of alcohol. It further explained that it intended the ad to be humorous.

Aldi stated that the ad was not for alcohol, but tea and suggested that the fact that alcohol was referred to within the advert did not encourage or condone irresponsible drinking.

Aldi believed that the appearance of a lady who stated liking gin did not, of itself, mean that she was an alcoholic. It suggested that an ad featuring an older person consuming alcohol would deglamourise the attraction of alcohol to persons under 18 years of age.

Aldi explained that the script for the ad was approved by Clearcast without any scheduling restrictions.

The ASA said: “The ASA considered that the woman in the ad did not appear to be intoxicated. We also considered that there was no suggestion that the woman was an alcoholic. In that context, we considered that the ad did not imply that gin was a suitable alternative to tea, or that gin should be consumed in significant quantities, but stated a single adult’s preference for gin over tea.

“We acknowledged that some viewers might find the ad distasteful, but considered that it was likely to be seen as a humorous depiction of one woman’s preference for gin over tea. We concluded that it did not encourage irresponsible drinking or make light of alcoholism. On that basis, we concluded that the ad did not breach the Code.”

It was not found to be in breach of the CAP code in terms of compliance, harm and offence, alcohol or scheduling.