The UK’s Promoting Requirements Authority (ASA) has upheld a grievance towards a Snapchat lens from world drinks maker Diaego, which allowed customers to make their face appear like Captain Morgan, over fears it could enchantment to kids.

The lens additionally included two glasses of a drink clinking, adopted by textual content that stated “Stay just like the Captain,” a voice-over that stated “Captain,” and a few cheering.

The ASA’s concern was this advert could also be seen by these below the Authorized Consuming Age, and that it could be engaging to them.

“We thought-about that the precise interactive and augmented parts of the lens, such because the person’s face being made to appear like a buccaneer, the clinking glasses, references to “Captain” and the cheering, have been prone to enchantment significantly to these below 18,” defined the ASA.

The authorized consuming age within the UK is 18. Snapchat, alternatively, is a teen icon and wildly well-liked with folks below that age.

Defending itself, Diaego stated the lens was particularly focused at customers with a registered age of 18 or above. The ASA criticized this because it relied upon self-reported ages, which weren’t verified.

It’s not unusual to see a youthful person inflate their age in an effort to acquire entry to a selected web site. And Snap, like nearly all of social networking websites, are restricted in how they’ll confirm person ages.

Diaego additionally argued the lens itself was “in keeping with the model trademark and packaging,”

As a aspect impact of this ruling, Diaego has suspended promoting on Snapchat — not simply within the UK, however globally — whereas it assesses new age verification safeguards introduced in by the social media big.

The drinks trade is a giant spender with regards to promoting. Diaego’s advertising and marketing spend in 2017 alone was £1.eight billion, in keeping with Statista. Snap can’t afford to let this situation linger.

One alcohol firm that’s vocally cautious of Snapchat is Heineken. In 2014, it paired up with Snap to promote through the Coachella pageant. In 2016, Snapchat performed a pivotal function in a advertising and marketing marketing campaign that passed off in Australia.

However in March of final yr, Heineken stated that Snapchat’s viewers was too younger for it, and it deliberate to pivot in direction of Instagram.

The model’s director of worldwide sponsorships, Hans Erik Tuijt, is quoted in The Drum as saying: “Snapchat’s viewers continues to be too younger as a result of as a accountable alcohol producer we wish to be sure that we market at the least 75% above authorized consuming”

The excellent news is that Snapchat’s viewers is getting older. Because the service has matured, so has its demographics. However it stays to be seen if that is taking place quick sufficient for it to maintain its beverage advertisers completely satisfied.