back to article Captain Morgan told off for Snapchat lens: That grog be aimed at kiddies

Rum peddler Captain Morgan has come under fire from the UK ads watchdog for using a Snapchat lens that could appeal to underage teenagers. In response, the drinks firm has suspended all its advertising with Snap globally, while it assess the incremental age verification safeguards that Snapchat is implementing. The lens made …

  1. Anonymous Coward
    Anonymous Coward

    That's a bit rum.

    Disclaimer: I just slapped myself for that one.

    1. Chris G Silver badge

      Aarr Purity me lass, what would ee loike fer yer birthday?

      A parrot or a cockatoo?

      1. Anonymous Coward
        Anonymous Coward

        I'll stick with the parrot, a cockatoo could be painful.

        Strangely enough it is actually my birthday.

  2. LucasNorth

    So they're only shown to over 18s but they the ASA thinks they are targeted at under 18s, what a bunch of morons

    1. Dan 55 Silver badge

      Not really, everyone knows that kids put a false date of birth in social networking apps/websites.

    2. Black Betty

      Joe Camel

      The post is required, and must contain letters.

      1. jake Silver badge

        Re: Joe Camel

        RJR settled the Mangini case out of court in 1997 (thus implicitly accepting the claim that they were targeting children) after Congress and various other groups started really applying pressure. And we needn't go into the leaked internal documents proving kids as young as 14 were definitely a target group. At this point in time, anybody who thinks that the "Joe" campaign wasn't explicitly targeting children is stubbornly, willfully and intentionally ignorant.

  3. Terry 6 Silver badge
    Joke

    Snap said ..........to users who provided a date of birth that showed them to be over 18.

    See icon

  4. Terry 6 Silver badge

    "So they're only shown to over 18s......."

    Really!!!!

    Bo**ocks they are!

    1. Prst. V.Jeltz Silver badge

      like snapchat have got users over 18....

      1. wolfetone

        They do have users over 18.

        However, their motives for being on such a platform is questionable IMHO.

        1. Haku

          Here's one good reason for anyone over 18 to be on Snapchat.

          It's to 'shout': BLOODY KIDS! GET OFF MY LAWN!!!

  5. Anonymous Coward
    Anonymous Coward

    Does anyone over 18 use snapchat?

    1. FuzzyWuzzys
      Facepalm

      My teenage kids are under 16 and they're bored with it!

  6. Anonymous Coward
    Anonymous Coward

    Why is it "lens" to describe the manipulation of the users image? The word "filter" or "mask" seems more descriptive.

    1. Excellentsword

      Millennials.

      1. }{amis}{ Silver badge
        Unhappy

        Generation Y

        As Teck made in 83 i was moderately horrified to find out that i am now considered a Millennial not gen Y as i once was!!

        1. Excellentsword

          Re: Generation Y

          If you remember life before the internet, I think you're safe.

          1. Anonymous Coward
            Anonymous Coward

            Re: Generation Y

            Ahh life before the internet, that takes me back to the days of prank calls in phone boxes either by tapping out the numbers or even earlier getting it to register a 2p but not letting it take it (a skill finely honed I might add) or the days of nicking coal and the paraffin lamps from the road works for your den. Fun with Train yard detonators and swimming in the canal next to the chemical works.

            Those were the days.

            1. Tigra 07 Silver badge
              Pint

              Re: Generation Y

              "swimming in the canal next to the chemical works"

              Watch out Radioactive Man!

              1. Rameses Niblick the Third Kerplunk Kerplunk Whoops Where's My Thribble? Silver badge

                Re: Generation Y

                "Watch out Radioactive Man!"

                I've said the words Jiminy Jillikers so many times, the words have lost all meaning!

            2. Anonymous Coward
              Anonymous Coward

              Re: Generation Y

              "[...] even earlier getting it to register a 2p [...]"

              1d in the days of A & B buttons when calling Akela was one of a cub's badge tests. IIRC some people learned to bypass the coin mechanism by judicious timing of taps on the cradle switch to dial a number.

              Opening a little door on the local police box showed an emergency phone - and initiated the blue light flashing on the top of the box. That was the time before even Panda cars - when Fabian of the Yard was announced by the ringing of bells on his car.

              There was a particular smell to government institutions - disinfectant and floor polish? Memorable when sneaking into the Drill Hall to retrieve spent .22 cases. Great entertainment when the Territorials' vehicles left in procession to join exercises - their tank tracks marked the main roads for miles.

              1. Sam Therapy

                Re: Generation Y

                ... jumpers for goalposts...

            3. Chris G Silver badge

              Re: Generation Y

              Huh! You couldn't swim in our local canal the water was too thick, you could run across on the scum though.

              We tried fishing there but the fish would steal the bait and straighten the hooks out.

              1. Anonymous Coward
                Anonymous Coward

                Re: Generation Y

                We used to set alight to our local canal. That way you could cook the fish floating on top.

                1. Anonymous Coward
                  Anonymous Coward

                  Re: Generation Y

                  Mine was next to Clayton Aniline though I knew it as ceba geigy, we used to swim in the Openshaw end because of the dodgy white froth towards town.

                  Never thought of seeing if it was flammable, also never saw any fish...

    2. Suricou Raven Silver badge

      it's not lens. It's Lens(tm).

      1. Anonymous South African Coward Silver badge
  7. RyokuMas Silver badge
    Facepalm

    Good grief...

    So the ASA will keelhaul Captain Morgan "because there is a chance that under-18s might see it", but are perfectly happy with adverts all over the tube from the vegan society proclaiming how the dairy industry "butchers the young" of cattle, regardless of how this might make young children feel...

    1. Anonymous Coward
      Anonymous Coward

      Re: Good grief...

      Don't start me on bloody vegans.

      That "milk is for babies" one is pissing me off.

      What the fuck do they think will happen to all the dairy cows. Kept as pets?

      Of course they refuse to look at the environmental damage drinking that revolting piss they call almond milk does.

      https://www.theguardian.com/lifeandstyle/shortcuts/2015/oct/21/almond-milk-quite-good-for-you-very-bad-for-the-planet

      1. RyokuMas Silver badge

        Re: Good grief...

        "That "milk is for babies" one is pissing me off."

        The irony of that is that in my various research forays, I have yet to find a formula for human babies that does not depend on cow's milk.

        In short, if a vegan mother cannot breast-feed her child for whatever reason, her choices are to either compromise her belief and feed her child a product derived from cow's milk, or damage said child's development through various nutrient deficiencies.

        Of course, if anyone can show me that this is not the case, I will gracefully yield on the point...

        1. Anonymous Coward
          Anonymous Coward

          Re: Good grief...

          "[...] or damage said child's development through various nutrient deficiencies."

          Has already happened in at least one case in Belgium.

    2. bombastic bob Silver badge
      Unhappy

      Re: Good grief...

      "perfectly happy with adverts all over the tube from the vegan society"

      that's right, liquored-up average people who like to drink spiced rum aren't important enough because they don't whine loud enough for the news media to care [liquored-up rum drinkers are busy enjoying their lives and not being a pain in the ass to everyone around them nor driving an agenda to force everybody else to do (or not do) things].

      And don't forget - a cartoon Captain Morgan means it targets children, like Joe Camel. Because "cartoons are for widdle kiddies" [even pornographic anime and the old Heavy Metal movie, uh-huh, uh-huh, uh-huh].

      yeah, the hypocrisy of it all. *sigh*

      1. jake Silver badge

        Re: Good grief...

        "even pornographic anime and the old Heavy Metal movie"

        I have never met a "calendar adult" into such things that I didn't personally think of as a childish human being.

        Funny thing about the HM movie ... when it came out, I was a volunteer keeping the aging but excellent mostly McIntosh sound system at The Varsity in Palo Alto working. There was often a weekend late-night HM showing. Probably 85% of the audience was teenagers. The rest were perpetually stoned hippies who hadn't quite figured out that the 60s were over, and the occasional young adult couple on a date. This last category always left with a somewhat bemused expression ...

        1. Anonymous Coward
          Anonymous Coward

          Re: Good grief...

          "I have never met a "calendar adult" into such things that I didn't personally think of as a childish human being."

          If you are including cartoon strip books then you should see the market for them in France, Belgium, and Luxembourg. Asterix the Gaul is pitched at many levels of comprehension. The author "Lauzier" was definitely only aiming for an adult audience.

          In the UK Guardian newspaper there was the topical "Mrs Weber's Diary" by Posy Simmonds - taking the proverbial out of what would be considered their core readership. The Daily Telegraph's "Alex" about City fat cats has been running for years - having made the rather surprising leap from a more obvious left wing newspaper. In the USA "Doonesbury" fills the same niche.

  8. tiggity Silver badge

    Shops

    There's nothing stopping under 18s walking into shops and horror of horrors, seeing a Captain Morgan logo on *gasp* a bottle of afore named rum.

    Ads targeted at those who claim to be over 18 (if they are lying too bad, drinks co has made appropriate effort)

    Are we to ban old Jamaica and other brands of rum flavoured chocolate bars next? (after all, choc appeals to kids - ditto all the various alcohol filled chocs teh shops wer flogging ver Xmas (& now flogging at reduced but still extortionate prices to clear the space for next round of holiday themed dross - Easter Eggs))

    1. FuzzyWuzzys

      Re: Shops

      The difference is that advertising is a single focus event, you're being told the benefits of product XYZ with no other distractions. The advertisers can use any acceptable ( sometimes unacceptable!) trick in the book to keep you focused on the product and what it can do for you. Simply walking into TESCO and seeing booze on sale TESCO are not telling you anything about the booze, which one is better or worse than any other, they simply sell it if you want it.

      Kids are very gullible and will buy anything, or pester parents to buy anything for them. Kids often do not have the logical capacity to make an informed choice, so advertising to kids is very tightly regulated due to the stupidi..., sorry susceptible minds of children.

      ( Although I do appreciate that as we all know TESCO and their ilk will happily put up cardboard advertising stands, show ads on screens all over the stores, etc, just to shift anything to anyone! )

      1. SkippyBing Silver badge

        Re: Shops

        Surely it'd be a bit pointless targeting drinks ads at under 18s as it's illegal for them to actually buy the stuff?! Yes, I know under 18s do acquire alcohol but I'd imagine it's a rounding error in the sales of any particular brand, and I don't remember having much say in what alcohol I got if I persuaded someone to get some for me. Allegedly.

        1. Paul 195

          Re: Shops

          Like tobacco manufacturers, they probably like to catch them young.

  9. Tigra 07 Silver badge
    WTF?

    Wait, what?

    So adults aren't allowed adverts targeted only at them with cartoon characters? Bullshit

    1. Anonymous Coward
      Anonymous Coward

      Re: Wait, what?

      "So adults aren't allowed adverts targeted only at them with cartoon characters? Bullshit"

      Adults can see a U certificate film

      Kids can't see an 18

      Try again.

  10. Teiwaz Silver badge

    Think of the who now?

    Only people I know who drink the stuff are in the early twenties (too old now to say what the underage drinking crowds bevy of choice is.

    When I was; it was 20-20, Stones, JD&coke, malibu&coke something bubblegum, even chilled red wine*, depending on the crowd....

    * goths & vampire fans.

    I get the feeling Morgans is the new '&coke' mixer of the nothingmuch clique.

    From my vantage point (and I'd guess pretty much everyone here + including ASA fuddy-duddys), the look and feel of the early twenties demographic today is not much different from the not quite 18 group, so what would appeal to the older, legally buying group would certainly be aspirational to the not legally allowed group.

    I'm back to my hot ginger wine, as I'm laid up with a cold today...

    1. Terry 6 Silver badge

      Re: Think of the who now?

      Rum and Coke was definitely the tipple of choice for many a 14-16 year old when I was that age ( some decades ago). It's a fore-runner of the AlcoPops that the industry would love to market to kids, but that is so well known now that they are watched very carefully for any attempt to draw kids in. So it's hard not to think that making Captain Morgan a 21stC version of a child friendly drink advert is quite deliberate.

    2. DontFeedTheTrolls Silver badge

      Re: Think of the who now?

      "When I was; it was 20-20, Stones, JD&coke, malibu&coke something bubblegum, even chilled red wine*, depending on the crowd...."

      You appear to have missed Mirage and Taboo from the list.

      1. Teiwaz Silver badge

        Re: Think of the who now?

        You appear to have missed Mirage and Taboo from the list.

        Either memory is failing or I never encountered them at the time, sorry....

        I also left Buckfast off the list (popular in some areas with that demographic). And cheap-ass cider like white-lightning, was also popular cheap.

  11. ukgnome

    I have never made my alcohol choices based on what a filter can make me look like.

    1. Hans Neeson-Bumpsadese Silver badge

      Beer goggles

      I have never made my alcohol choices based on what a filter can make me look like.

      Likewise.

      I have, however, made a number of my bad choices based on what alcohol made other people look like.

      1. Anonymous Coward
        Anonymous Coward

        Re: Beer goggles

        I've never gone to bed with an ugly woman but I've sure woken up with a few

  12. Anonymous South African Coward Silver badge

    Arrrrr... pirate jokes be banned here?

    1. This post has been deleted by its author

  13. DNTP

    "We have a strict marketing code"

    But it doesn't apply unless you're a marketer, and anyway, it's more like a set of guidelines."

  14. Anonymous Coward
    Anonymous Coward

    Plus ca change

    Interesting how times have changed.

    When I was at school in the early-/mid-80s the kids were expected to source their own loose-leaf binders to hold work from various classes. I remember there were a number available from WH Smiths with clear branding from different alcohol brands. For a couple of years I carried my chemistry notes around in a whisky branded folder...never a word of complaint or anything from the teachers.

    (come to think of it, I think the brand in question might have been Teachers, but I would have bought it because of the reference to alcohol rather than education)

    1. Alister Silver badge

      Re: Plus ca change

      Yep, I reckon I had a folder and pencil case in John Player Special colours, and nobody seemed bovvered...

      1. John H Woods

        Re: Plus ca change

        I'll see your JPS pencil case and raise you an early Playboy digital watch

    2. sisk Silver badge

      Re: Plus ca change

      Yep. When I was in high school in the 90s I had a Jack Daniels binder and carried a variety of things - including pencils for school - around in Crown Royal bags. No one cared. In fact, I think I might have gotten one of those bags from one of my teachers.

  15. DontFeedTheTrolls Silver badge
    Facepalm

    "Snap said in the UK it only directed alcohol advertising to users who provided a date of birth that showed them to be over 18."

    Yeah, it's not like anyone in history has never lied about their age to gain access to, well just about anything...

  16. jake Silver badge

    Does anybody over the age of 18 ...

    ... intentionally drink the swill more than once? Of course they are targeting kids ... adults know better.

  17. Version 1.0 Silver badge

    Next up?

    This filter needs to be banned from a moving vehicle too? We can't be encouraging 18+ year old kids to drink and drive ...

  18. sisk Silver badge

    Erm....if the ad framework never showed it to anyone under 18 how could it possibly be said to have been targeting minors. Stupid bureaucracy at its best here.

  19. Anonymous Coward
    Anonymous Coward

    targeting

    only a child or someone who is a bit simple would use a snapchat filter of Captain Morgan.

    1. jake Silver badge

      Re: targeting

      "only a child or someone who is a bit simple would use a snapchat filter"

      FTFY

  20. Henry Wertz 1 Gold badge

    Youngsters...

    "Snapchat is usually associated with youngsters sharing self-deleting photos with each other,"

    You'd think so wouldn't you? Inexplicably, the couple people I've seen that seem to be constantly sending each other snapchats with a seemingly endless variety of filters are like 25-35 years old.

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