ADS for celebrity chef Gordon Ramsay’s gin have been banned for making unauthorised claims about the drink’s honeyberry ingredient.
The Instagram and Facebook posts for Ramsay’s Gin, first seen in March, said the honeyberries that made up its “botanical foundations” were grown in fields not far from the Eden Mill distillery near St Andrews.
The ads read: “Here, the farmer follows a philosophy of natural growth meaning the Honeyberries retain the rich flavours and micro-nutrients that come from Scotland’s wonderful terroir.
“With more antioxidants than blueberries, more potassium than bananas, more vitamin C than oranges and a flavour like a mixture of blueberry, plum and grape, these might be the tastiest Honeyberries in the world.”
READ MORE: Dundee graduate's work on gender-based violence commended at award ceremony
The Advertising Standards Authority (ASA) challenged whether or not the claims about honeyberries were permitted for alcoholic drinks.
Eden Mill Distillery, trading as Ramsay’s Gin, said the ads had only been posted once, that they had been deleted and would never be used again in any form across any platform.
The company said it had previously distilled with honeyberries and, excited by the opportunity to work with Ramsay, had neglected to conduct its usual due diligence.
The ASA noted how the only permitted nutrition claims that could be made when selling alcohol products were “low alcohol”, “reduced alcohol” and “reduced energy”.
The ASA said: “While we welcomed the action Ramsay’s Gin had taken to withdraw the ads because the claims ‘retain… micro-nutrients’ and ‘more antioxidants than blueberries, more potassium than bananas, more vitamin C than oranges’ were nutrition claims that were not permitted for alcoholic drinks, we concluded the ads breached the Code.”
The regulator ruled that the ads must not appear again in the form complained of, adding: “We told Eden Mill Distillery trading as Ramsay’s Gin not to make non-permitted nutrition claims about alcoholic drinks.”
Eden Mill said: “We have apologised to the ASA and take full responsibility. The content was posted on our Instagram and Facebook and was immediately removed on raising by the ASA.”
Honeyberries are a fruit of the honeysuckle Lonicera caerulea, also known as blue honeysuckle or edible honeysuckle.
The Royal Horticultural Society describes the fruit as having a similar taste and look to blueberries, advising that they can be eaten raw or used in jam and jellies.
Like blueberries, they are high in antioxidants and vitamin C.
Why are you making commenting on The National only available to subscribers?
We know there are thousands of National readers who want to debate, argue and go back and forth in the comments section of our stories. We’ve got the most informed readers in Scotland, asking each other the big questions about the future of our country.
Unfortunately, though, these important debates are being spoiled by a vocal minority of trolls who aren’t really interested in the issues, try to derail the conversations, register under fake names, and post vile abuse.
So that’s why we’ve decided to make the ability to comment only available to our paying subscribers. That way, all the trolls who post abuse on our website will have to pay if they want to join the debate – and risk a permanent ban from the account that they subscribe with.
The conversation will go back to what it should be about – people who care passionately about the issues, but disagree constructively on what we should do about them. Let’s get that debate started!
Callum Baird, Editor of The National
Comments: Our rules
We want our comments to be a lively and valuable part of our community - a place where readers can debate and engage with the most important local issues. The ability to comment on our stories is a privilege, not a right, however, and that privilege may be withdrawn if it is abused or misused.
Please report any comments that break our rules.
Read the rules here