ArrDee: Alcohol ads featuring the rapper have been banned by the censorship board

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Written by Emma Petrie Arts and Culture Correspondent

1 hour ago

Image source, Getty Images

photo caption,

Rapper ArrDee was shown testing rum and drinking with friends at a nightclub

Two advertisements for the alcohol brand Litty Liquor were banned for encouraging excessive and irresponsible drinking.

Instagram posts from the account Litty Liquor in December featured photos of rapper ArrDee tasting rum and drinking with friends at a nightclub.

The regulator said the ads were “likely to encourage excessive alcohol consumption”.

The rapper is under 25 years old which is also a violation of advertising rules. The commercials have since been removed.

ArrDee, 20, appeared to be mixing two brands of rum and then partying with friends on the dance floor.

The text “#GETLIT” appeared at the end of the ad next to a box of Litty Liquor products.

The Advertising Standards Authority (ASA) received one complaint that the ads violated the Advertising Rules because they included a person who was, or appeared to be, under the age of 25, and encouraged excessive and irresponsible consumption of alcohol.

ASA said: “We understand that ‘lit’ has a long history of use as a slang term for drinking, and that it has also become popular in the rap scene to refer to drunkenness.

We’ve noticed that in recent years, the term ‘lit’ has also been used in rap music to mean that something is exciting or of excellent quality.

However, since the ad was focused on the creation and consumption of an alcoholic beverage…we considered it likely that consumers would associate the phrase “#GETLIT” with the expression of consuming alcohol, feeling intoxicated.

“We therefore considered that the advertisement was likely to encourage heavy drinking.”

Ads featuring alcohol are prohibited from showing persons under the age of 25 or appearing to be under the age of 25 in a significant role.

Letty Liquor, who also responded on behalf of ArrDee, confirmed that the rapper was under 25 at the time of seeing the ads, and apologized for his presence, which they accepted was a breach of the rules.

The company and ArrDee said they understand how the phrase “#GETLIT” can be seen as promoting excessive and irresponsible consumption of alcohol, but said they intended to promote their products in a responsible and appropriate manner.

They said they have removed the ads and will review their advertising policies and procedures to prevent similar issues in the future.

ArrDee, who is from Brighton, has collaborated with Aitch and Cat Burns and scored five UK Top 10 hits.

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