ArrDee: Alcohol adverts featuring rapper banned by watchdog

Two adverts for intoxicant marque Litty Liquor person been banned for encouraging excessive and irresponsible drinking.

Instagram posts from the Litty Liquor relationship successful December featured photos of the rapper ArrDee tasting rum and drinking with friends successful a nightclub.

The regulator said the adverts were "likely to promote excessive depletion of alcohol".

The rapper is nether 25 which is besides successful breach of advertizing rules. The commercials person since been removed.

ArrDee, 20, appeared to beryllium mixing 2 brands of rum and past partying with friends connected the dancefloor.

The substance "#GETLIT" appeared astatine the extremity of the advert alongside a container of Litty Liquor's products.

The Advertising Standards Authority (ASA) received 1 ailment that the adverts breached advertizing rules due to the fact that they featured idiosyncratic who was, oregon seemed to be, nether 25, and encouraged excessive and irresponsible depletion of alcohol.

The ASA said: "We understood that the connection 'lit' had a agelong past of being utilized arsenic a slang word for being drunk, and that it had besides go fashionable wrong the rap euphony country to bespeak being intoxicated.

"We noted that successful caller years the word 'lit' had besides been utilized successful rap euphony to mean that thing was exciting, oregon of an fantabulous quality.

"However, due to the fact that the advertisement was focused connected the instauration and depletion of an alcoholic drink... we considered that consumers would apt subordinate the operation "#GETLIT to subordinate to the depletion of alcohol, and becoming intoxicated.

"We truthful considered that the advertisement was apt to promote excessive depletion of alcohol."

Adverts featuring intoxicant are prohibited from showing radical who are, oregon look to be, nether the property of 25 successful a important role.

Litty Liquor, besides responding connected behalf of ArrDee, confirmed that the rapper was nether 25 years of property astatine the clip the ads were seen, and apologised for his presence, which they accepted was successful breach of the rules.

The institution and ArrDee said they understood however the operation "#GETLIT" could person been perceived arsenic promoting excessive and irresponsible intoxicant consumption, but said they had intended to beforehand their products successful a liable and due manner.

They said they had removed the ads and would beryllium reviewing their advertizing policies and procedures successful bid to forestall akin issues from occurring successful the future.

ArrDee, who is from Brighton, has collaborated with Aitch and Cat Burns and scored 5 apical 10 hits successful the UK.