Love Island-linked vodka ad pulled for targeting under-18s, UK regulator says

The Advertising Standards Authority has ruled that a TikTok promotion for Swansea-based AU Vodka, featuring Love Island contestant Lucinda Strafford, was directed at audiences under 18 and has ordered the ad removed. The regulator also found two AU Vodka Facebook campaigns breached UK advertising rules for alcoholic beverages, which prohibit targeting under-18s and require that people shown in such ads appear to be at least 25 years old.

The TikTok post in question showed Strafford filling a large gold-coloured vending machine with Au Vodka cans, taking a sip and saying, “That is so good,” while the accompanying text included phrases such as “An actual DREAM OMG” and references to “Juicy Peach” cans. The ASA investigated a complaint that the video, posted on TikTok in June, could be inappropriately aimed at people under 18. Under UK rules, alcoholic drink ads must not be targeted at those under 18, and media placements should not have more than 25% of their audience under 18. The ASA noted that the minimum age to create a TikTok account is 13 and that the platform’s algorithm could surface content to younger viewers even if the poster did not intend to target them.

The regulator said it was unable to determine the precise age mix of Strafford’s followers because the screenshot of her TikTok audience demographics did not include data for users aged 13 to 17. It concluded that there was insufficient evidence of appropriate targeting to ensure the ad was not directed at under-18s, given the popularity of the Love Island TV series among younger viewers and the likelihood that the platform would push related content to those users. The ASA stressed that, in the absence of demographic data and specific targeting evidence, the risk of under-18 exposure could not be ruled out.

Alongside the TikTok case, the ASA examined two AU Vodka Facebook ads featuring individuals who appeared to be under 25. One of the Facebook posts showed influencer Kai Cenat, who was described in the campaign as 23, opening a box containing a bottle of Au Vodka and taking a drink. The other Facebook ad showed a woman holding a bottle and saying, “you need to try this.” AU Vodka acknowledged that Cenat was 23 at the time and said the US market branding was the intended audience, while the other ad involved a 24-year-old model and was described by the company as an oversight. The ASA ruled that both Facebook ads must not appear in their current form and that AU Vodka should ensure future campaigns were correctly targeted and did not feature individuals who appeared to be under 25.

The regulator’s decision is part of its broader enforcement of alcohol advertising rules in the United Kingdom, which prohibit the direct targeting of under-18s and require that individuals depicted in such campaigns appear to be at least 25 years old. The ASA noted the minimum age for creating a TikTok account and the challenge for advertisers in controlling audience composition on social platforms, especially when campaigns rely on influencer partnerships. In its admonition, the ASA told AU Vodka to implement tighter checks to ensure that future ads comply with age-based targeting rules and do not reach under-18 audiences.

AU Vodka was founded by Welsh entrepreneurs Charlie Morgan and Jackson Quinn and has marketed a peach-flavored vodka under the Au Vodka brand. The episode underscores the regulatory risk for alcohol marketers using influencer-led social campaigns, particularly when tied to popular TV brands that attract younger viewers. While brands may argue that promotions are aimed at adults, regulators require concrete evidence that campaigns do not meaningfully reach under-18 audiences and that the people depicted in ads are aged at least 25.

The Advertising Standards Authority’s ruling reflects its ongoing vigilance over alcohol marketing in a digital landscape where platform algorithms and influencer networks can blur traditional audience boundaries. For AU Vodka, the response will likely involve tightening contract terms with influencers, reviewing audience insights for all campaign channels, and implementing stricter review processes to verify ages and follower demographics before any future promotions are published.

AU Vodka noted that the US-centric postings cited in the Facebook campaigns were intended for an international audience and argued they complied with local advertising laws where those campaigns were run. However, the ASA emphasized that UK rules apply to campaigns that are accessible within the UK market. The regulator did not indicate any monetary penalties but did require the company to ensure that future ads were properly targeted and did not feature individuals who appeared to be under 25.

The controversy highlights the tension brands face in leveraging influencer-driven content within online networks while navigating strict age-based advertising standards. As social media platforms refine their own age-verification measures, advertisers are under renewed scrutiny to demonstrate that their campaigns reach a mature audience consistently across both paid placements and organic content. Regulators in the UK say prevention of under-18 exposure must be a central consideration in the ideation, planning, and execution of any alcohol marketing campaign, regardless of the market in which the content is created or distributed.

AU Vodka has not disclosed any further enforcement actions beyond the ASA’s guidance, and the company said it would cooperate with the regulator to ensure compliance going forward. The case serves as a reminder to brands and marketers across sectors of the importance of robust age-gating practices and audience verification on social platforms, particularly when promoting products with legal age restrictions.