White Fox reported to TikTok by Ad Standards

A TikTok post made by online fashion retailer White Fox Boutique has been found in breach of ad standards codes, by the Ad Standards Community Panel.

The ad depicts a group of female social media influencers stating what their plans are for the day at a 'festival house'.

The statements include:
‘My mission is to get Chloe as drunk as possible.’
‘My mission for the day is to have as many tequila shots as possible, and force Sammy to have as many tequila shots as possible.’
‘My mission of the day is not to throw up when Sophie makes me have as many tequila shots as possible.’

A complaint was submitted to the Ad Standards Community Panel because the clip showed influencers promoting heavy drinking.

“Given that the advertiser’s brand is well-known and loved by teenagers, this is inappropriate,” the complaint reads.

The Ad Standards Community Panel reported that the ad breached section 2.6 of the Australian Association of National Advertisers (AANA) Code of Ethics. The panel found that the ad did not breach any other section of the advertising codes.

The panel found that the ad normalised excessive alcohol consumption, "which is widely acknowledged as contrary to prevailing community standards."

The panel "considered that the ad actively condonation and encouraged getting drunk, which would likely be considered to be unhealthy or unsafe by prevailing community standards regardless of one’s age."

As White Fox did not respond to the breach decision, the complaint has been referred to TikTok.

Top image: White Fox Boutique's TikTok ad. Image: Ad Standards

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