The advert was criticised for encouraging binge drinking
It said:"We acknowledged that the ads were intended to be light-hearted. However, we considered they nonetheless condoned and encouraged excessive drinking and therefore were socially irresponsible and breached the Code."
Montpeliers , trading as Lulu, accepted that some of the clips did not show responsible drinking and also acknowledged that some of the individuals featured in the post were not clearly over the age of 25. The Instagram post for Popworld featured the text:"When your pal hands you another shot and you're not sure you can handle it but you take it anyway..."
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