An advertisement promoting red wine has been prohibited due to claiming it could provide ’emotional support’.

The TikTok video, a paid promotion for La Vieille Ferme wine, featuring three boxed cartons with texts like “One to resurrect my soul”, “One for emotional support”, and “One to erase today” has been deemed misleading by the Advertising Standards Authority (ASA). The ASA ruling stated the ad implied therapeutic qualities of alcohol, which is against regulations.

Following complaints from two individuals about the ad, the ASA found that the references on the wine cartons suggested emotional benefits and the ability to uplift moods. The ad’s mention of “erase today” was viewed as promoting alcohol consumption as a coping mechanism for difficult times and stress relief.

La Vieille Ferme acknowledged the concerns raised and assured preventive measures to avoid future breaches. TikTok has taken down the video from its platform for violating advertising policies.