Advertisement for celebrity chef Gordon Ramsay’s new gin has been banned over nutrition claims not allowed by UK marketing rules.
Ramsay is known for his restaurant empire and shows like “Kitchen Nightmares” and “Hell’s Kitchen,” Launched his first gin last year With Scottish producer Eden Mill.
Eden Mill’s marketing of Ramsay Gin focuses on the product’s ingredients, which the distillery’s website describes as “a fresh take on the classic London Dry Gin, inspired by Scottish flavours”.
Posts on Ramsay’s Gin Instagram and Facebook pages, which are run by Eden Mill, show pictures of the bottle, illustrating the virtues of the honey berries that “make up the gin’s botanical base.”
“Honeyberries retain the rich flavour and micronutrients from Scotland’s wonderful terroir,” the post said. “Containing more antioxidants than blueberries, more potassium than bananas, more vitamin C than oranges, and the flavors of blueberries, plums, and grapes, these may be the most delicious honeyberries in the world!”
The Advertising Standards Authority has questioned whether the ads violated strict rules about the nutritional claims allowed when alcoholic beverages are marketed.
Under UK advertising regulations, the only allowed nutritional claims are if the product is ‘low alcohol’, ‘low alcohol’ or ‘low energy’.
Eden Mill Distillery said it had never distilled honeyberries before and was “excited” about the opportunity to work with Ramsay, meaning the company “ignored the usual due diligence on advertising compliance”.
The company said the ads were only published once and would not be used again in any media outlet.
Additionally, the company owner, marketing team and chief distiller have been notified of the complaint and assured ASA that it will not happen again.
“While we welcome the action taken by Ramsay’s Gin to withdraw the advertisements, we believe the advertisements violated the [advertising] code,” the ASA ruled. “Ads may not reappear in the form complained of. We tell Eden Mill Distillery, which trades under the name Ramsay Gin, not to make unlicensed nutritional claims about alcoholic beverages. “
Ramsay used to be the face of Gordon Gin, but the brand partnership ended in 2011.